How much does it cost when an investigative company rips you off? In the private investigation industry, Investigation Hotline has noticed a growing problem tied to online review manipulation. Some business owners have been posting fake locations and reviews to inflate their credibility and mislead the public. When platforms fail to enforce their own policies consistently, consumer trust erodes—not only in local businesses, but in online marketplaces overall.
Impact in the Locksmith Industry
A recent CBC Marketplace report investigated the Greater Toronto Area locksmith industry and uncovered concerning findings. The report suggested that a significant share of listings contained misleading or false information, created by unethical operators.
The investigation was initiated after a man named Tom Gehrels, a local resident of Scarborough, contacted what he believed to be a reputable local locksmith based on Google reviews. “I looked on Google Maps because I wanted to use somebody local that had a good reputation,” he said. Although the business initially quoted $75 for the repair, it ultimately cost him more than triple that amount—$242.95. After digging further, Gehrels found the receipt showed a different business name than the one his wife originally contacted.
Gehrels took his story to CBC Marketplace, which found multiple warning signs, including repeated brand-name changes and poor reputation signals across platforms. Marketplace also reported that “fake locksmith locations are flooding the market on Google Maps, so that when people search for a locksmith, it looks like there’s one nearby,” creating a confusing and risky environment for consumers.
Impact on the Private Investigative Industry
At Investigation Hotline, we believe similar deceptive practices can appear in many service industries including private investigations, when bad actors set up virtual offices and use fake reviews, images, and addresses to mislead the public. This is not meant to condemn the industry as a whole. The reality is that most investigators operate ethically, but a small number of fraudulent operators can damage public trust and harm legitimate businesses.
As CBC Marketplace explains, consumers often rely heavily on Google reviews when making purchase decisions. The core issue is enforcement: when platforms do not consistently remove fraudulent listings and reviews, scammers can continue operating with limited consequences.
Consumer protection rules also exist in Canada. For example, the Competition Act restricts misleading representations and deceptive marketing practices, including false endorsements. When businesses fabricate reviews or create misleading location claims, consumers can be harmed financially and emotionally—especially in high‑trust services where vulnerable people are seeking help.
Are Consumers Being Protected?
Canada’s Competition Act is designed to prevent deceptive business practices. The Competition Bureau investigates suspected anti‑competitive and misleading behaviour, and in criminal matters cases can be referred for prosecution when there is sufficient evidence.
Google’s Defense
Google has stated publicly that it works to detect and remove fraudulent business profiles and that the majority of listings are legitimate. In its post, “How we fight fake business profiles on Google Maps,” Google explains that it uses both automated and manual systems to counter scams.
Google Needs To Do Better
Consumers deserve clearer enforcement, quicker takedowns of obvious fraud patterns, and more transparency around local listing abuse. Platforms should invest more in verification, auditing, and responsive support especially when people are searching for urgent, high‑trust services.
At Investigation Hotline, we believe the public should be able to find reputable investigative help without being misled by fraudulent profiles. We encourage consumers to do basic due diligence beyond star ratings: verify the business identity, look for a real address, confirm licensing where required, and check consistency across independent sources.
Have You Been Scammed?
If so, you can report the matter to the Better Business Bureau, the Ministry of Community Safety and Correctional Services, and consult the Competition Act.
