Local Lighthouse Sued for Impersonating Google

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At one point or another, if you’re a business owner, you’ve probably received a robocall call that goes something like this:

“It’s extremely urgent that we speak to the business owner! We’ve tried to reach you numerous times. Our records indicate that your Google Business Listing has not been claimed…”

The caller on the other end of the phone indicates that it’s Google calling, but that isn’t the case. It’s a company called Local Lighthouse impersonating Google.

The problem has become so bad that Google filed a 3-part complaint against the company in the US District Court of California for Federal Trademark Infringement, Unfair Competition and False Designation and False Advertising.

Some of the highlights are:

  1. Google is informed and believes, and based thereon alleges, that Defendant makes extensive, unauthorized, and misleading use of the GOOGLE mark and other marks that include or incorporate the GOOGLE mark
  2. That Defendant’s sales agents have made and continue to make various false and misleading claims during Defendant’s telemarketing calls to confuse consumers regarding the true source or nature of Defendant’s services and the relationship between Google and Defendant. These include: (i) claims that Defendant’s sales agents represent Google or are calling on behalf of Google; (ii) claims that Defendant is affiliated with Google or has been contracted by Google to provide SEO services; and (iii) other claims designed to obfuscate Defendant’s identity and foster the mistaken belief that Defendant and its services are approved, sponsored, or endorsed by Google.
  3. That Defendant exploits such confusion to induce consumers to enter into contracts costing hundreds of dollars in recurring monthly bills.
  4. Evidence of such confusion is reflected in online consumer complaints and ending lawsuits by consumers against Defendant. In addition, some consumers have directed their complaints regarding Defendant’s sales practices at Google.
  5. On July 29, 2014, Google sent Defendant a letter after receiving several complaints regarding Defendant’s telemarketing calls. Google told Defendant that consumers had complained about incessant, unsolicited automated telephone calls, misrepresentations of Defendant’s relationship with Google, and false guarantees of first-page placement in GOOGLE search results.
  6. Google demanded that Defendant immediately cease all such actions and bring its practices into compliance with Google’s Third Party Policy. Google also demanded a copy of Defendant’s sales script.
  7. On August 12, 2014, Defendant responded to Google’s letter by denying that it used “robocalls” to market its services or that it harassed consumers with unwanted phone calls. Defendant claimed that it would “take quite a thorough look through the Sales Force Compliance to further our employee training to make sure all policies are being adhered to.”
  8. Defendant also denied that it guaranteed certain placement in search engines. Despite these representations however, Google received additional complaints.
  9. On January 9, 2015, Google sent Defendant another letter informing Defendant that it had received further complaints regarding Defendant’s telemarketing calls, including reports that Defendant’s sales representatives were introducing themselves as “Google Local Listing representatives.”
  10. The letter demanded that Defendant stop such misrepresentations and bring its practices into compliance with Google’s Third Party Policy.
  11. Google continued to receive complaints from consumers indicating that Defendant’s sales representatives harassed them with multiple, unwanted telemarketing calls, misrepresented Defendant’s relationship with Google, and made false and misleading statements
  12. For example, Google is informed and believes, and based thereon alleges, that Defendant’s sales agents have made statements such as: “We’re a Google subcontractor,” “we’re working for Google,” “the $100 fee [to initiate Defendant’s services] goes to Google,” and Defendant’s customers’ webpages “will show up multiple times on the front page and get what’s called ‘Front Page Domination.’”

If you’ve received calls like this from Lighthouse – or from any other company claiming to be representing Google – Google has created a page with advice for those who receive robocalls.  They have also added a new way for business owners to report these types of robocalls if you feel the company is impersonating Google.

Local Lighthouse has yet to comment publicly about the lawsuit.  Stay tuned.

As the Founder of Expert SEO Consulting, Eric Richmond brings with him more than 20 years of experience in advertising and technology consulting. Prior to forming Expert SEO Consulting, Eric served as Head of Audience Development for Complex Media, VP of Search and Social Media for TechMediaNetwork. Before that, Eric was VP of Technology & SEO at 360i, where he was responsible for overseeing the development of proprietary technology solutions for 360i in addition to managing the Agency’s SEO practice. Eric came to 360i from RichFX, where he served as Director of Strategic Accounts serviced clients list Wal-Mart, The Home Depot and Safeway. Prior to RichFX, Eric was VP/Global Account Director at Viewpoint, as well as CTO for Grey Interactive Worldwide and VP/Technology for APLDigital.

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