Is Google Finally Taking Some Action?

Locksmiths know all too well that fighting scammers is only part of the battle. Fighting Google to get scammer locksmiths removed and legitimate locksmiths correctly listed is equally challenging. Hopefully, a recent move by Google will bring some relief.

Google is reporting that it has found 10,000 fraudulent or stolen listings on Google maps (primarily service businesses like locksmiths and towing) and is removing the listings and taking legal action against the persons believed to be behind the fraud. Fake reviews are also being removed.

Court documents list Yaniv Asayag as the defendant, along with two unnamed co-defendants.  Asayag is listed as the owner of Eagle Locksmith and Eagle Services LLC, both in Beltsville, Maryland.

“Over the past two years, Mr. Asayag has abused Google services to create fake online listings for businesses that do not exist and to bolster them with fake reviews from people who do not exist. Mr. Asayag has also engaged in an ongoing fraudulent ‘lead-generation’ scheme by selling to third parties information about consumers lured in by his fake business listings,” states the U.S. District Court, Northern District of California, filing.

This has been an ongoing problem for the locksmith industry for many years. Google told CBS News it removed or blocked about 12 million fake business profiles in 2023, about a million more than in the year prior.

Legitimate locksmiths are in the tough position of needing to protect their name, contact information and reputation. In an emergency situation, consumers often don’t use due diligence, reaching out to the first nearby locksmith they find, using Google search on their phones.

Top 10 Scanner Practices

Here are some tips to share with your customers, courtesy of Wayne Winton, ALOA board member and owner of Tri-County Locksmith Service in Glenwood Springs, Colorado.

1. Bait-and-Switch Pricing. They quote a low price over the phone (like $19 service call) but charge hundreds once the job is done.

2. No Company Name or Branding. The technician arrives in an unmarked vehicle with no ID, no uniform, and no clear affiliation with a real company.

3. Drilling Immediately. They jump straight to drilling your lock instead of trying non-destructive methods — usually to upsell a new lock.

4. Demanding Cash Only. They refuse to take credit cards or checks, pushing for untraceable payment methods.

5. No Written Estimate. They avoid giving you a written quote or invoice, making it hard to dispute charges later.

6. Unlicensed or Uninsured. The locksmith doesn’t have proper licensing (where required) or proof of insurance — big red flags.

7. Pushy or Intimidating Behavior. They pressure you into expensive options or make you feel like you don’t have a choice.

8. Changing the Locks When It’s Not Needed. They claim your lock is “broken” or “outdated” when it’s fine, just to sell you new hardware.

9. Multiple Hidden Fees. They tack on mysterious charges like “night rates,” “security fees,” or “mobile service” after the fact.

10. Poor Reviews or Fake Listings. They show up under multiple business names online, often with stock photos and suspicious 5-star reviews.