In the world of local SEO, online reviews are currency. They influence who shows up in search, who gains trust, and who gets the customer. So, it’s no surprise some businesses have tried to take a shortcut, by buying 5-star Google reviews to boost their numbers fast.

But those days of flying under the radar are over.

As of late 2024 and continuing into 2025, Google has made it clear: fake reviews won’t just be removed, they come with serious consequences. Welcome to Review Jail, a term now used widely in the SEO community to describe a major penalty Google hands down to businesses caught manipulating reviews.

Let’s break down what this means, how it works, and why it could be the most damaging thing you could do to your local online reputation.

What Is Google’s “Review Jail”?

Review Jail is a term used when Google temporarily blocks a business from receiving new reviews on its profile. The block can last 6 to 8 months, a very long time in the life of a small business.

What makes this penalty even trickier? Google doesn’t make it obvious. To users, your profile still looks normal. The review button is still there. People can still submit reviews. But none of them will publish. That means your profile goes completely quiet, and the lack of new reviews starts raising questions from potential customers.

This penalty is triggered by behavior that violates Google’s review policies, most commonly, purchasing fake positive reviews.

Google Now Warns Users About Suspicious Reviews

In addition to stopping new reviews from appearing, Google is rolling out “suspected fake reviews” warning labels on affected business profiles.

These banners say things like “Suspicious reviews were recently removed from this profile” and are meant to provide transparency to consumers. They can show up for 30 days (in some lighter cases) or remain visible longer in more serious situations.

Initially tested in the US, UK, and India, this system is now rolling out globally as of mid-2025.

It’s Google’s way of telling the public: “This business was flagged for review manipulation.” That’s a hard reputation hit to bounce back from, especially for businesses that rely on trust and word-of-mouth.

Can You Remove a Review Block?

Unfortunately, no.

If your business gets caught in Review Jail, there’s no appeal process. Google support won’t tell you exactly why it happened, and they won’t remove the block early. At best, you’ll be told that your listing is “under monitoring” and the block will be lifted according to their internal timeline, without details.

Even if you’ve stopped all questionable activity, the punishment sticks.

This is a major shift from Google’s earlier approach, where penalties mostly affected businesses receiving fake negative reviews. Now, it’s clear Google is actively cracking down on fake positive reviews, and they’re not hesitating to penalize the businesses buying them.

Real-World Impact: More Than Just Lost Reviews

To get a clearer picture of how this impacts businesses, Local SEO expert Curtis Boyd from The Transparency Company shared a few insights. Here’s what happens when a business is placed in Review Jail:

1. Loss of Credibility

Once a business is flagged, customers start asking questions. Why aren’t there any new reviews? What does the warning banner mean? Even after the block is lifted, the doubt lingers. That trust you worked hard to build? It gets erased in seconds.

2. Decreased Visibility on Google Maps

Reviews are a core part of Google’s local ranking algorithm. Without new reviews, your business may start to slip in the local pack. That means fewer people find you, fewer clicks, and fewer opportunities.

3. Negative Brand Perception

When customers associate your business with shady practices, the damage goes beyond your Google profile. It can spill over into social media, word-of-mouth, and even loyal customer relationships. People remember businesses that cheat the system.

4. Financial Consequences

Fewer calls. Fewer leads. Fewer walk-ins. The lack of visibility and trust hits the bottom line quickly. And repairing that damage, through PR, marketing, or even rebranding, can cost a lot more than you might expect.

What About the 30-Day Warning Label?

Some businesses receive a temporary 30-day warning, rather than a full review block. This usually shows up as a banner saying “Suspicious reviews were recently removed from this profile.” During this time, new reviews may also be temporarily paused, but the impact is shorter.

These 30-day blocks appear to be Google’s way of testing softer penalties. But even this lighter version comes with significant risk. It still damages credibility and serves as a red flag to potential customers.

What Should You Do If You’re Affected?

If your business ends up in Review Jail, here’s the hard truth: there’s no quick fix. The best course of action is to stop all activity that could be seen as manipulation and shift focus to building a legitimate, review-worthy customer experience.

That means:

Asking real customers to leave honest feedback

Responding to all reviews, positive and negative, with professionalism

Using tools (like LocalPlus’s LocalBooster) to highlight real customer interactions

Encouraging in-person customers to share their experiences online

Over time, Google will lift the block. But your goal should be to rebuild trust, with Google’s algorithm and with your customers.

Why This Matters for Your Business

Local SEO success relies on authentic engagement. Every shortcut, especially fake reviews, is a risk not worth taking. Google is getting smarter, and the consequences are getting harsher.

For business owners trying to grow their visibility online, trust is your greatest asset. It’s what brings customers in, turns them into fans, and drives repeat business.

If you’re serious about building a reputation that lasts, focus on the long game. Deliver great service, ask for reviews the right way, and let your real customers speak for you.