Blog
The latest from Google Research
Keeping fake listings off Google Maps
Thursday, April 6, 2017
Posted by Doug Grundman, Maps Anti-Abuse, and Kurt Thomas, Security & Anti-Abuse Research
(Crossposted on the
Google Security blog
)
Google My Business
enables millions of business owners to create listings and share information about their business on Google Maps and Search, making sure everything is up-to-date and accurate for their customers. Unfortunately, some actors attempt to abuse this service to register fake listings in order to defraud legitimate business owners, or to
charge exorbitant service fees for services
.
Over a year ago, we teamed up with the University of California, San Diego to research the actors behind fake listings, in order to improve our products and keep our users safe. The full report, “
Pinning Down Abuse on Google Maps
”, will be presented tomorrow at the 2017
International World Wide Web Conference
.
Our study shows that fewer than 0.5% of local searches lead to fake listings. We’ve also improved how we verify new businesses, which has reduced the number of fake listings by 70% from its all-time peak back in June 2015.
What is a fake listing?
For over a year, we tracked the bad actors behind fake listings. Unlike email-based scams
selling knock-off products online
, local listing scams require physical proximity to potential victims. This fundamentally changes both the scale and types of abuse possible.
Bad actors posing as locksmiths, plumbers, electricians, and other contractors were the most common source of abuse—roughly 2 out of 5 fake listings. The actors operating these fake listings would cycle through non-existent postal addresses and disposable VoIP phone numbers even as their listings were discovered and disabled. The purported addresses for these businesses were irrelevant as the contractors would travel directly to potential victims.
Another 1 in 10 fake listings belonged to real businesses that bad actors had improperly claimed ownership over, such as hotels and restaurants. While making a reservation or ordering a meal was indistinguishable from the real thing, behind the scenes, the bad actors would deceive the actual business into paying referral fees for organic interest.
How does Google My Business verify information?
Google My Business currently verifies the information provided by business owners before making it available to users. For freshly created listings, we physically mail a postcard to the new listings’ address to ensure the location really exists. For businesses changing owners, we make an automated call to the listing’s phone number to verify the change.
Unfortunately, our research showed that these processes can be abused to get fake listings on Google Maps. Fake contractors would request hundreds of postcard verifications to non-existent suites at a single address, such as 123 Main St #456 and 123 Main St #789, or to stores that provided PO boxes. Alternatively, a phishing attack could maliciously repurpose freshly verified business listings by tricking the legitimate owner into sharing verification information sent either by phone or postcard.
Keeping deceptive businesses out — by the numbers
Leveraging our study’s findings, we’ve made significant changes to how we verify addresses and are even
piloting an advanced verification process
for locksmiths and plumbers. Improvements we’ve made include prohibiting bulk registrations at most addresses, preventing businesses from relocating impossibly far from their original address without additional verification, and detecting and ignoring intentionally mangled text in address fields designed to confuse our algorithms. We have also adapted our anti-spam machine learning systems to detect data discrepancies common to fake or deceptive listings.
Combined, here’s how these defenses stack up:
We detect and disable 85% of fake listings before they even appear on Google Maps.
We’ve reduced the number of abusive listings by 70% from its peak back in June 2015.
We’ve also reduced the number of impressions to abusive listings by 70%.
As we’ve shown, verifying local information comes with a number of unique anti-abuse challenges. While fake listings may slip through our defenses from time to time, we are constantly improving our systems to better serve both users and business owners.
Labels
accessibility
ACL
ACM
Acoustic Modeling
Adaptive Data Analysis
ads
adsense
adwords
Africa
AI
AI for Social Good
Algorithms
Android
Android Wear
API
App Engine
App Inventor
April Fools
Art
Audio
Augmented Reality
Australia
Automatic Speech Recognition
AutoML
Awards
BigQuery
Cantonese
Chemistry
China
Chrome
Cloud Computing
Collaboration
Compression
Computational Imaging
Computational Photography
Computer Science
Computer Vision
conference
conferences
Conservation
correlate
Course Builder
crowd-sourcing
CVPR
Data Center
Data Discovery
data science
datasets
Deep Learning
DeepDream
DeepMind
distributed systems
Diversity
Earth Engine
economics
Education
Electronic Commerce and Algorithms
electronics
EMEA
EMNLP
Encryption
entities
Entity Salience
Environment
Europe
Exacycle
Expander
expla
Faculty Institute
Faculty Summit
Flu Trends
Fusion Tables
gamification
Gboard
Gmail
Google Accelerated Science
Google Books
Google Brain
Google Cloud Platform
Google Docs
Google Drive
Google Genomics
Google Maps
Google Photos
Google Play Apps
Google Science Fair
Google Sheets
Google Translate
Google Trips
Google Voice Search
Google+
Government
grants
Graph
Graph Mining
Hardware
HCI
Health
High Dynamic Range Imaging
ICCV
ICLR
ICML
ICSE
Image Annotation
Image Classification
Image Processing
Inbox
India
Information Retrieval
internationalization
Internet of Things
Interspeech
IPython
Journalism
jsm
jsm2011
K-12
Kaggle
KDD
Keyboard Input
Klingon
Korean
Labs
Linear Optimization
localization
Low-Light Photography
Machine Hearing
Machine Intelligence
Machine Learning
Machine Perception
Machine Translation
Magenta
MapReduce
market algorithms
Market Research
materials science
Mixed Reality
ML
ML Fairness
MOOC
Moore's Law
Multimodal Learning
NAACL
Natural Language Processing
Natural Language Understanding
Network Management
Networks
Neural Networks
NeurIPS
Nexus
Ngram
NIPS
NLP
On-device Learning
open source
operating systems
Optical Character Recognition
optimization
osdi
osdi10
patents
Peer Review
ph.d. fellowship
PhD Fellowship
PhotoScan
Physics
PiLab
Pixel
Policy
Professional Development
Proposals
Public Data Explorer
publication
Publications
Quantum AI
Quantum Computing
Recommender Systems
Reinforcement Learning
renewable energy
Research
Research Awards
resource optimization
Responsible AI
Robotics
schema.org
Search
search ads
Security and Privacy
Self-Supervised Learning
Semantic Models
Semi-supervised Learning
SIGCOMM
SIGMOD
Site Reliability Engineering
Social Networks
Software
Sound Search
Speech
Speech Recognition
statistics
Structured Data
Style Transfer
Supervised Learning
Systems
TensorBoard
TensorFlow
TPU
Translate
trends
TTS
TV
UI
University Relations
UNIX
Unsupervised Learning
User Experience
video
Video Analysis
Virtual Reality
Vision Research
Visiting Faculty
Visualization
VLDB
Voice Search
Wiki
wikipedia
WWW
Year in Review
YouTube
Archive
2022
Jan
2021
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2020
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2019
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2018
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2017
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2016
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2015
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2014
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2013
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2012
Dec
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2011
Dec
Nov
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2010
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2009
Dec
Nov
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
2008
Dec
Nov
Oct
Sep
Jul
May
Apr
Mar
Feb
2007
Oct
Sep
Aug
Jul
Jun
Feb
2006
Dec
Nov
Sep
Aug
Jul
Jun
Apr
Mar
Feb
Feed
Follow @googleai
Give us feedback in our
Product Forums
.
