A new bug in Google Business Profiles (GBP) is causing previously removed reviews—including those that were fake or violated policies—to reappear on business listings. These unexpected reappearances are causing confusion and frustration for businesses that have worked diligently to maintain their online reputations.

Some business owners are reporting a sudden influx of old reviews, which is skewing overall ratings and affecting how customers perceive their brands. Even reviews that were removed years ago are returning, raising concerns about the effectiveness of GBP’s review moderation.

What is the impact?

Resurfaced reviews can mislead potential customers, damage your business’s credibility, and negatively impact local search performance. If your GBP is a key driver of your reputation and revenue, these glitches may erode customer trust and influence buying decisions.

What can you do?

• Monitor Your GBP: Regularly check your listings for any unexpected changes in your reviews.
• Document Everything: Keep detailed records of reviews that reappear after removal.
• Respond Thoughtfully: Engage professionally with resurfaced reviews—acknowledge past issues and emphasise recent improvements.
• Report Reviews Again: Flag inappropriate reviews through the GBP Help Centre for reassessment.

While Google addresses this issue, proactively managing your online presence is essential. Transparent communication and timely responses can help protect your brand, especially when technical issues arise.