In an increasingly digital-first economy, Google reviews have emerged as both a cornerstone of consumer trust and a critical component of search engine visibility. Nowhere is this more evident than in Thailand, where local businesses—whether Thai or international—are investing heavily in digital visibility to reach domestic customers and tourists alike. For multi-location businesses in Thailand such as hospitals, spas, restaurants, clinics, retail chains, and law firms, a well-managed Google Business Profile can generate consistent local traffic, improve footfall, and accelerate brand growth.
But as the influence of Google reviews continues to grow, so do the risks. From sudden profile suspensions to defamation lawsuits, the consequences of failing to comply with Google’s 2025 review policies—or Thai legal requirements—can be significant. That’s why staying up to date with these rules is no longer a best practice. It’s a legal and commercial necessity.
In this comprehensive article, Pimlegal explores the latest Google review policy updates for 2025, explains their legal implications under Thai law, and offers strategic guidance for multi-location businesses operating in Thailand. Whether you’re a CEO, marketing director, or legal counsel, this is your roadmap to navigating online reviews without compromising your brand, your legal standing, or your Google search presence.
The Role of Google Reviews in Business Strategy
It’s no secret that Google reviews dominate the online feedback ecosystem. According to the State of Online Reviews 2024, over 79% of all global reviews are posted on Google. In industries like wellness, hospitality, education, and home services—especially in Thailand’s major metropolitan areas such as Bangkok, Chiang Mai, and Phuket—this number exceeds 90%.
Multi-location businesses with verified Google Business Profiles enjoy elevated search visibility and customer conversion. Google Maps and local SEO algorithms heavily prioritize well-reviewed businesses. This is not just a marketing edge but a vital competitive differentiator. However, higher visibility also means greater vulnerability to scrutiny, fake reviews, and potential policy violations.
Google Review Policy 2025: What Changed and Why It Matters
Google’s 2025 update to its review policy reflects the platform’s evolution from a passive review host to an active gatekeeper of public content. Leveraging AI, machine learning, and human moderation, Google now enforces stricter standards to preserve the authenticity of its reviews ecosystem.
From prohibitions on bulk review solicitation to the introduction of public “fake review detected” badges, these changes impact how businesses can request, manage, and respond to reviews. Violating these policies can result in deleted reviews, suppressed rankings, or even suspension of the entire Google Business Profile.
While these policies are global, they must be understood within the framework of local laws. In Thailand, businesses are not only subject to Google’s platform enforcement, but also to Thai defamation law, personal data protection regulations, and the Computer Crimes Act.
Legal Framework in Thailand: Defamation and Online Reviews
Thailand’s legal landscape is unique in that defamation is both a civil and a criminal offense. The Thai Penal Code Sections 326–328 criminalize defamation, with Section 328 elevating penalties for publication—such as online reviews. Under these provisions, if a review includes false and harmful claims, the reviewer may face up to two years in prison and/or a fine of up to 200,000 baht.
Section 14(1) of the Computer Crimes Act adds an additional layer of liability for posting false content online. This section penalizes the input of false information into a computer system in a manner that causes damage to others, with punishment reaching five years’ imprisonment and a fine of up to 100,000 baht.
These laws mean that businesses in Thailand cannot just rely on Google’s moderation systems to protect their brand. They must proactively monitor, report, and legally challenge defamatory or illegal content, while also ensuring they themselves don’t violate the law when responding to or soliciting reviews.
The Intersection of Google Policy and Thai Law
A critical legal risk arises when businesses misinterpret Google’s review policy as a marketing guideline rather than a legal boundary. For instance, while Google permits businesses to encourage reviews, it strictly prohibits incentivizing them. In Thailand, this can cross into deceptive marketing or unfair trade practices under the Consumer Protection Act.
On the other hand, a review that violates Google policy (e.g., spam, fake engagement, or hate speech) may also be unlawful under Thai criminal or civil codes. This dual exposure means that businesses must create internal review compliance protocols that address both Google’s platform terms and the country’s legal standards.
Prohibited Content in Google Reviews: Platform vs. Legal Perspective
Google outlines categories of prohibited content, including fake engagement, hate speech, sexual content, off-topic reviews, and incitement to violence. These align with criminal offenses in Thailand such as public insult (Section 393 of the Penal Code), distribution of obscene materials (Section 287), and incitement under the Emergency Decree or national security laws.
If a review contains discriminatory language or personal data (such as an employee’s full name or medical condition), it may also violate Thailand’s Personal Data Protection Act (PDPA), which mandates consent and purpose-limited use of personal data.
A critical overlap occurs in fake reviews. Under Thai tort law (Section 420 of the Civil and Commercial Code), posting fake reviews to harm a competitor may qualify as an unlawful act, allowing the victim to claim compensation. The Computer Crimes Act provides additional grounds for criminal complaints, especially when reviews are posted from fake accounts or click farms.
Google’s Enforcement Strategy in 2025: AI and Human Moderation
In 2025, Google uses AI to flag suspicious reviews based on unusual user behavior, review velocity, geographic inconsistencies, or content patterns. Human moderators then verify edge cases, relying on contextual analysis, language understanding, and community reports.
This system benefits Thai businesses by reducing fake review exposure. However, it also results in false positives—such as when a genuine review is incorrectly flagged or removed. This can happen when review campaigns are run too aggressively or when local cultural expressions are misinterpreted as offensive.
Thailand-specific examples include reviews that mention royal protocol or government policies. During events such as political protests or pandemic regulations, Google often moderates content more aggressively, even if the reviews seem related to service experience.
If a legitimate review is removed, businesses may appeal the decision through Google’s Review Management Tool. However, if the removal results in financial damage or reputational harm, Thai law allows businesses to sue for unjust interference with economic interest, particularly if the reviewer can be identified and shown to have acted maliciously.
Understanding the “Fake Reviews Detected” Badge
One of Google’s most controversial tools is the fake reviews detected badge, introduced in the UK and likely to roll out in other regions including Southeast Asia. This badge appears when Google detects manipulation attempts, whether through review rings, click farms, or bulk review requests.
For Thai businesses, especially those relying on tourism, this badge can be devastating. It implies dishonesty, damages consumer trust, and negatively impacts conversion rates. It may also trigger scrutiny from Thai consumer protection regulators or the Office of the PDPC if personal data was misused to generate fake reviews.
To avoid triggering this badge, businesses should avoid outsourcing reviews to foreign SEO agencies or unverified marketing firms. Contracts should include clear clauses ensuring compliance with both Thai law and Google policy. Staff training is also essential. Internal teams should be educated on prohibited review solicitation tactics, such as offering discounts for reviews, gating reviews based on positivity, or writing reviews from staff accounts.
How to Report and Remove Inappropriate Reviews in Thailand
If your business receives a defamatory, fake, or policy-violating review, the first step is to report it via Google’s platform. However, this often leads to frustration, especially when the review is borderline or when Google fails to act. Thai law offers a second line of defense.
Under Thai legal process, businesses may file a police report or private criminal complaint. If the reviewer is anonymous, a court order may be obtained to compel Google to reveal account details, including IP logs and registration data. This process, while requiring legal representation, is effective in serious cases of reputation damage, blackmail, or coordinated review attacks.
In parallel, businesses can send a cease-and-desist letter directly to the reviewer or, in some cases, to the marketing agency responsible for spreading fake reviews. The letter should cite violations of Thai defamation law and demand removal, apology, and compensation. If ignored, the business may escalate to formal litigation.
Responding to Negative Reviews: Legal and Ethical Guidelines
Responding to negative reviews is essential for brand credibility, but must be done in compliance with both Thai law and Google policy. Businesses should never disclose personal information about the reviewer, even if they suspect identity fraud. Doing so may breach the PDPA and expose the business to fines and regulatory investigations.
Instead, responses should be polite, factual, and designed to show openness to feedback. If the review is false, state that you cannot verify the incident and invite the reviewer to contact management. Never accuse the reviewer of lying, as counter-defamation lawsuits can and do occur.
If the review involves a medical clinic or wellness center, avoid mentioning treatment details or appointment history. Even if the patient waived confidentiality, revealing specifics without consent is illegal under Thailand’s Medical Professional Act and PDPA.
Best Practices for Multi-Location Review Compliance in Thailand
For businesses operating in multiple locations across Thailand—especially franchises or regional chains—consistency is key. Each branch should have standardized protocols for collecting, monitoring, and responding to reviews. Legal departments should work closely with marketing teams to ensure that review requests comply with Thai law, including data privacy and consumer protection rules.
Use drip campaigns rather than batch requests. Space out review solicitations to avoid Google’s spam detection algorithms. Avoid filtering customers by satisfaction score or review positivity. Provide equal opportunity for all customers to leave feedback.
Always secure consent before using customer data for follow-up. Under Thai PDPA, using purchase or appointment history to trigger a review request must be supported by proper disclosure and lawful basis—typically contract performance or legitimate interest.
Train staff to never post reviews on behalf of customers or ask friends to write fake testimonials. These actions are not just policy violations—they are illegal under Thai law and may lead to criminal complaints from competitors or former employees.
Long-Term Reputation Management: Legal Risk Mitigation
Building a sustainable Google review strategy requires more than just monitoring. Businesses must integrate legal compliance into their digital brand management.
Consider appointing a compliance officer or digital risk team to oversee review activity. Use tools that flag suspicious patterns, like sudden surges in five-star reviews or recurring keywords from multiple accounts. Keep internal records of all review requests and customer communications to show good faith if challenged.
If your business becomes the victim of a review smear campaign, act quickly. File platform reports, send legal notices, gather evidence, and if necessary, litigate. Thai courts increasingly recognize digital reputation as an economic right, and businesses have successfully obtained damages and court-ordered takedowns in high-impact cases.
Final Thoughts: From Compliance to Competitive Advantage
Understanding and complying with Google’s 2025 review policy is no longer optional for businesses in Thailand. It is a strategic imperative. But compliance is not just about avoiding penalties—it’s about establishing trust, building visibility, and creating a defensible online presence in one of Southeast Asia’s most competitive digital economies.
At Pimlegal, we guide clients in building proactive, legally sound review strategies that align with platform rules and Thai law. From defamation defense to data protection audits, we support multi-location businesses at every stage of their digital reputation journey.
Remember: Google’s review ecosystem may be global, but the laws that govern it are local. In Thailand, staying compliant means understanding not only what Google wants—but also what Thai courts will enforce.
If your business operates across locations and relies on online reputation for growth, now is the time to formalize your review compliance strategy, train your teams, and consult legal experts. Reputation is not just a marketing asset—it is a legal one.