Google Sues Maryland Man Over Alleged Fake Business Listing Scheme
Google has filed a lawsuit against Yaniv Asayag, a Maryland resident, and unnamed co-conspirators, accusing them of orchestrating a complex scheme to manipulate Google’s services for financial gain. The lawsuit, filed in the Northern District of California, alleges that Asayag and his associates created fake online listings for fictitious businesses, bolstered these listings with fabricated reviews from nonexistent users, and subsequently sold the personal data of unsuspecting consumers who were lured in by the fraudulent information to third-party businesses.
The complaint specifically names Yaniv Asayag, who owns Eagle Locksmith and Eagle Services LLC, based in Beltsville, Maryland, as the central figure in the alleged scheme. Google asserts that the fraudulent activities have been ongoing for approximately two years, violating Google’s terms of service and California law. The core of the accusation revolves around the creation and promotion of fake business listings on Google Maps and Google Search, practices strictly prohibited by Google.
According to Google’s General Counsel, Halimah DeLaine Prado, the company utilizes a wide array of tools and strategies to safeguard both businesses and users from such deceptive practices. Prado emphasized the significance of the lawsuit, stating that it "builds on our efforts and sends a clear message that impersonation schemes will not be tolerated."
The lawsuit details how Asayag and his collaborators allegedly engaged in the practice of selling and posting fake reviews for businesses listed on Google’s platforms. These actions, Google argues, directly harm consumers by providing them with false and misleading information, thereby obscuring genuine reviews and hindering their ability to make informed decisions. The complaint highlights the critical role that the authenticity of business listings and reviews plays in the online ecosystem, stating that it is "essential to businesses, their customers, and Google." Google asserts that online ratings and reviews, such as those prominently displayed on Google Maps, significantly influence the choices of potential customers seeking businesses to engage with.
The lawsuit goes on to describe the alleged scheme as a "fraudulent lead-generation scheme." According to the complaint, Asayag and his co-conspirators created fake business profiles and manipulated existing ones to attract customers seeking specific services. The targeted businesses primarily focused on providing immediate assistance with urgent needs, such as locksmith services, HVAC repair, and towing services. Google argues that customers in these situations are particularly vulnerable to exploitation through fake profiles and reviews, as the urgency of their situation can be easily exploited by malicious actors seeking to profit from their distress.
Once the fake business listings were established, Asayag allegedly directed his co-conspirators to populate them with fabricated reviews on Google services. The complaint alleges that between early 2023 and May 2024, Asayag edited listings a staggering 1,034 times, encompassing at least 149 different purported businesses, primarily located in the Washington, D.C. metropolitan area. This extensive manipulation of listings demonstrates the scale and persistence of the alleged fraudulent activity.
After collecting consumers’ personal data through the fake listings, the complaint claims that Asayag sold the information as "leads" to legitimate businesses that actually provided the services sought by the individuals. This practice transformed the fraudulent scheme into a profitable enterprise, further incentivizing the creation and maintenance of fake business listings.
While lead-generation schemes, which involve attracting potential customers and collecting their contact information for conversion purposes, are not inherently illegal, the lawsuit emphasizes that the illegality arises when the data is obtained and used improperly. DataGuard, a cybersecurity firm, emphasizes that issues surface when a business using lead generation sells consumer data without obtaining proper consent or for deceptive purposes. This practice potentially violates several laws, including the Telephone Consumer Protection Act (TCPA), a federal law enforced by the Federal Communications Commission (FCC) that restricts telemarketing calls and texts in the United States.
In light of these types of scams, Google offers recommendations to protect themselves, including focusing on three “golden rules”. Google also advocates for carefully verifying the URL of a business to ensure it matches the legitimate company’s domain. Furthermore, they advise users to confirm that the website utilizes "https," indicating a secure connection. Checking for subtle misspellings in the URL is also recommended, as scammers often use these to create convincing but fraudulent websites. Lastly, Google warns users to be cautious of websites that request excessive personal information or demand unusual payment methods, such as Bitcoin, gift cards, or wire transfers, as these are common tactics used in fraudulent schemes.
The lawsuit filed by Google underscores the company’s commitment to combating fraudulent activities on its platforms and protecting its users from exploitation. The case highlights the importance of vigilance and critical thinking when engaging with online services, particularly when seeking urgent or immediate assistance. By taking legal action against individuals like Yaniv Asayag, Google hopes to deter future fraudulent activity and maintain the integrity of its search and mapping services.
