Google Introduces ‘LGBTQ+ Owned’ Tag for Businesses on Maps
Google is introducing a new identification tag on Google Maps that will allow users and customers to see LGBTQ+ owned businesses near them. This tag or business attribute is available to those with a verified business account on Google.
The LGBTQ+ owned business attribute is the newest business attribute offered by the maps platform. The women-owned business attribute was first released in 2018. Since then, Google has released the Black-owned, Latino-owned, and veteran-owned business attributes. Prior to the new tag, Google had LGBTQ friendly and transgender safe space business attributes.
The LGBTQ+ owned tag is meant to help people find a community near them all while supporting LGBTQ-owned businesses. Google has found that there are 1.4 million LGBTQ-run companies in the United States. The LGBTQ community in the United States is nearly 8% of Americans, and 20% of Gen Z are also LGBTQ. Queer-owned businesses give the community somewhere to turn to, whether it’s a safe space or somewhere mutually support the LGBTQ community.
These business attributes have brought up some valid concerns about the validity and safety of the tags. The Verge pointed out that there isn’t a verification process, since businesses will be adding the business attributes themselves. This can lead businesses to lie about their identification to manipulate the search results for their businesses.
While self-identification can be something to celebrate and be proud of, it has also been historically known to make businesses a target. A prime example of this on Google is leaving negative reviews on a business because they are LGBTQ owned.
On its website, Google says it “doesn’t tolerate abuse or harassment of our retailer partners. If we detect that a retailer who has selected one of the business identity attributes is receiving harassing user reviews or other mistreatment through Google’s platform as a result of their self-identification, our abuse teams will swiftly address the issue.”
Anyone can also report these reviews that are harassing LGBTQ-owned and other self-identified businesses. Look for the tag on Google Maps and support queer businesses near you.
Photo courtesy of The Keyword by Google
