When you flag a Google review, it's sent to Google to be checked against its content policies. If Google decides the review breaks a policy, it's removed from Google Search and Maps. If not, it stays up, and as the business owner you can make one appeal. Google says the first check typically takes several days, and you can follow each report in its reviews management tool.
How to flag a review
Business owners can flag a review from their Business Profile. Sign in to the Google account that manages the profile, open your profile on Google Search or Maps, go to your reviews, and use the report option next to the review you're concerned about. You'll be asked to pick a reason, such as spam or profanity, before you send it.
Owners can also report reviews through Google's reviews management tool, which you'll find by searching for it while signed in. Members of the public can report reviews too, from the review itself on Google Maps. The management tool, where reports are tracked and appealed, is for the people who manage the Business Profile.
What Google checks
Google looks at whether the review breaks its policies for content on Maps. Reviews that tend to be removed are ones that are fake or not based on a real experience, written by someone with a conflict of interest such as a competitor or former employee, off-topic, offensive or harassing, or sharing someone's personal information.
A review won't be removed just because you disagree with it or feel it's unfair. Google says this directly in its help pages. If the reviewer is a genuine customer giving their honest opinion, flagging it is unlikely to change anything. Our guide on removing a Google review as the owner looks at the other options in that situation.
The statuses you'll see
The reviews management tool shows the status of each review you've reported. These are the ones Google lists:
- "Decision pending" means the review has been flagged but hasn't been checked yet.
- "Report reviewed – no policy violation" means Google checked it and decided to keep it. You can appeal from this point if you disagree.
- "Escalated – check your email for updates" means your appeal is being looked at and the final decision will come by email.
If a review is removed, it simply disappears from your profile on Search and Maps.
Appealing a decision
If Google decides a review doesn't break its policies, you can submit a one-time appeal through the reviews management tool. You choose the reviews you want to appeal, up to 10 at a time, and fill in a short form. The tool asks you to confirm the email address linked to your Business Profile, and the result is sent there.
As it's a one-time appeal, it's worth taking care over. Explain which policy you think the review breaks and why, and stick to facts Google can check. Useful details include that you have no record of the customer, that the review describes a service you don't offer, or that the reviewer has posted similar reviews about other local businesses. If the appeal finds a breach, the review is removed. If not, it stays up.
Does the reviewer find out?
Google doesn't say whether it tells a reviewer that their review has been flagged by the business, or why a review was removed. It's safest to assume the reviewer may find out, and to keep anything you write in a public reply to things you'd be comfortable with them reading.
While you wait
A flagged review stays visible while Google checks it, and for good if it isn't removed. In the meantime, a short and calm reply helps anyone reading it. Say you're sorry they had a poor experience, or that you can't find a record of their visit, and give a way to get in touch. Our example replies to negative reviews cover most situations.
Flagging the same genuine reviews again and again won't help. If you're dealing with a sudden run of bad reviews and a demand for money, that's an extortion scam rather than an ordinary flagging case, and Google has a separate report form for it. Our guide to Google review extortion explains what to do.
Common questions
How long does Google take to review a flagged review?
Google says checking a report typically takes several days. It doesn't give a timescale for appeals, which are answered by email.
What does "Escalated – check your email for updates" mean?
It means your appeal has been passed on for a further look, and Google will email you the final decision.
Can I flag a review just because it's negative?
You can, but Google won't remove it on that basis. Reviews are only removed if they break Google's content policies.
Can customers flag reviews on my business?
Yes. Anyone can report a review they think breaks Google's policies. Tracking reports and appealing through the reviews management tool is for whoever manages the Business Profile.