Google sues Maryland man, others for 'fake business listings,' accusations of selling data

USA Today

21-03-2025

Google sues Maryland man, others for 'fake business listings,' accusations of selling data Yaniv Asayag and his unidentified co-conspirators conducted the scheme for the past two years, Google's lawsuit is alleging.
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Google is suing a Maryland man and others for allegedly abusing the tech company's services to create fake online listings for phony businesses, bolstering said businesses with sham views from nonexistent people and selling the data of consumers who were lured in by the listings to third parties.
The complaint obtained by USA TODAY accuses Yaniv Asayag, who owns the Beltsville, Maryland-based Eagle Locksmith and Eagle Services LLC , and his unidentified co-conspirators of the ploy that the company says has transpired over the past two years.
He and the potential co-conspirators sold and posted fake reviews for businesses listed on Google Maps and Google Search, which violated Google's terms of service and California law, according to the court document.
"Fake business listings are prohibited on Google Maps, and we use a range of tools to protect businesses and users," Halimah DeLaine Prado, Google general counsel, said in a statement to USA TODAY. "Today's litigation builds on our efforts and sends a clear message that impersonation schemes will not be tolerated.'
Asayag and the group's "conduct harms consumers by giving them fake information aboutbusinesses and obscuring genuine reviews," Google said in the complaint filed Thursday in the Northern District of California.
"The authenticity of these listings and reviews is essential to businesses, their customers, andGoogle," the complaint reads. "Online ratings and reviews, such as those found on Google Maps, play a crucial role in influencing the decisions of numerous potential customers when they are searching for businesses to engage with."
USA TODAY contacted Asayag and his businesses on Thursday but did not receive a response.
What is Google alleging that Yaniv Asayag, his potential co-conspirators did?
Google is alleging that Asayag and his potential co-conspirators engaged in a fraudulent lead-generation scheme involving the creation of fake business profiles and the editing of pre-existing business profiles, according to the complaint.
During the scheme, the group would target locksmiths and other service businesses that assist with immediate needs, such as HVAC cleaners and towing companies, the complaint reads.
"Customers seeking these services are particularly vulnerable to being harmed by fake profiles and reviews, as bad actors take advantage of the urgency of the customer's need to make a profit," according to the court document.
Once the sham businesses were created, the complaint says Asayag directed the unidentified co-conspirators to post fake reviews on Google services. From early 2023 to May 2024, Asayag edited listings at least 1,034 times, covering listings for at least 149 different purported businesses, primarily in the Washington, D.C. metropolitan area, according to the court document.
After Asayag collected consumers' data, he sold the information as "leads" to real businesses that actually provided the services the individual was initially seeking, the complaint reads.
Are lead-generation schemes illegal?
Lead-generation schemes, which involve attracting customers and getting their contact information to convert them into customers, are not inherently illegal, DataGuard, a cybersecurity company, says.
Issues concerning the scheme arise when the business utilizing it sells the data of consumers without proper consent or for deceptive purposes, as this could violate laws, the company said. One of the federal laws it could violate includes the Telephone Consumer Protection Act, which restricts telemarketing calls and texts in the U.S., according to the Federal Communications Commission.
How can people protect themselves from scams?
According to Google, to protect themselves from scams, including fraudulent lead-generation schemes, the three "golden rules" should be followed:
Slow it down : Scams are often designed to create a sense of urgency, so Google recommends taking time to ask questions and think it through.
: Scams are often designed to create a sense of urgency, so Google recommends taking time to ask questions and think it through. Spot check : Do independent research to double-check the details being presented. Does what they're telling you make sense?
: Do independent research to double-check the details being presented. Does what they're telling you make sense? Stop! Don't send: No reputable person or agency will ever demand payment or your personal information on the spot, Google says.
Google also suggests double-checking URL names for businesses to make sure they match the actual company's domain, making sure the website starts with "https," checking the spelling of the URL for slight variations and being weary if the website requests excessive personal information or unusual payment methods like Bitcoin, gift cards or wire transfers.