“For me it was mafia manners like you see in the movies. »
Charles-Vincent Chevalier, a resident of Verdun, Montreal, was the victim of a form of extortion. When we met him last summer, he was still troubled by what had happened to him the week before, when he thought he was dealing with a lowly locksmith. Rather, these were people who were connected to a person who had already been the subject of a complaint by La Bill in March 2023 for his sanitation misconduct.
It all starts with a Google search. After Charles-Vincent Chevalier noticed that his key was difficult to turn in the lock of his front door, he typed two keywords: locksmith and Verdun. A sponsored link appears at the top of the results: www.serrurier 247.ca (New Window). He makes an appointment. Shortly afterwards a man arrives who introduces himself as a locksmith. The speed of his judgment surprises Mr. Chevalier.
The door handle had to be changed immediately. There was no doubt about that. That surprised me very much.
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Charles-Vincent Chevalier did business with Serrurier 24/7 after clicking on a sponsored link in Google.
Photo: Radio-Canada
The 24/7 locksmith does not have the replacement parts and has to get them. When he returns, he is no longer alone. One person accompanies him.
While the men begin work, Mr. Chevalier receives his invoice by email. He is shocked: the price of the handle has doubled and the total is $971.54. I am outraged. It makes no sense.
He is told that he will have to call the locksmith again to discuss the price. The person on the phone doesn’t want to hear anything. The two technicians finish the work, then… wait. The men refused to leave until I paid. Me, I’m all alone. How do I deal with two men who have the same body type as me? Things get difficult when the situation escalates.
Only payment method available: Interac. It is therefore not possible to cancel the transaction. Told. Interac states that the payment was collected by a certain Julie Lévesque.
After their departure, Charles-Vincent realizes that his castle is not new; the paintwork is already affected by oxidation. But Locksmith 24/7 stopped responding. He goes to the business address: the premises are empty.
At this point I am fully aware that I have been deceived.
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The lock installed by workers from Serrurier 247 at Charles-Vincent Chevalier appears to be worn out.
Photo: Radio-Canada
A large-scale fraud
The fake locksmith scam that is widespread in the United States knows no borders. Busy and ill-informed consumers everywhere are falling into the trap after accidentally clicking on a Google sponsored link.
And their recourse is almost non-existent.
A negative review on Google? The comment is immediately followed by rave reviews. And because the crime falls somewhere between theft and poor work performance, police often refer injured consumers to the small claims department. But what’s the point of sending your formal notice to an incorrect address?
Charles-Vincent Chevalier admits that he should have carried out some checks before calling the locksmith 24/7. In Quebec, the Private Security Act requires locksmiths to have a permit issued by the Public Security Bureau (BSP (New Window)). The BSP is tasked by the government with enforcing the law. Enabled (New Window), Locksmith 24/7 does not have a license.
Google’s Meshes
Beyond the need for consumer education, many criticize the ease with which fake locksmiths (and other repair professionals) can circumvent Google rules to rise to the top of search results by purchasing sponsored links.
According to Patrick Perreault, president of digital marketing agency Perimeter, Google has worked wonders for small businesses by giving them unexpected access to low-cost advertising. Thousands of Quebec businesses are able to grow today because they have access to this advertising. But it also means that sometimes [se glissent] less honest or downright fraudulent actors.
However, Google has introduced locksmith verification measures in Canada (New Window). Locksmiths who want to open a Google business profile (which allows you to purchase sponsored links) must participate in a video interview with a company representative and provide documents proving they have a good reputation.
Patrick Perreault does it for his clients, but in his opinion the process has setbacks. We have had cases where one of the files was accidentally sent [à Google] was empty. It was a scan of a passport, but they were sent a blank page. It went like a letter in the mail. So even if we try to take action, it’s absolutely not perfect.
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Patrick Perreault believes that Google has opened the door to the advertising market for small businesses, but that this poses a risk for the consumer.
Photo: Radio-Canada
Last spring, Google launched the Advertising Transparency Center (New Window) to allow consumers to learn the identity of the advertising account holder who purchased the ad. You can find this page by typing the name “Advertising Transparency Center” into Google or by clicking on the three dots to the right of a sponsored link.
In the case of Serrrurier 24/7, the Transparency Center announces that the account manager is Cédrik-Alexandre Brazeau-Verati. In March 2023, the bill revealed that Mr. Brazeau-Verati’s name was linked to another person with plumbing websites without a valid license, which were the subject of complaints from many consumers.
How could Mr. Brazeau-Verati advertise as a locksmith without a license? [du BSP] to his name? asks Patrick Perreault, who remembers that a locksmith must pass the document and video interview test.
So he would have slipped through the cracks twice. And that’s exactly what I would ask Google to explain to us.
When asked, Google said it does not share specific information about its security measures. Bad players often use this information to undermine our efforts and circumvent our rules, we were told in English.
Google adds: We have reviewed the ads in question and removed those that violate our policies.
Mr. Brazeau-Verati’s account is still online but has been inactive since August 8th. Mr. Brazeau-Verati was not available to answer our questions.
Be careful with sponsored links
Google’s Advertising Transparency Center notes that Cédrik-Alexandre Brazeau-Verati has posted sponsored links for both plumbing and locksmith services.
The group with which Mr. Brazeau-Verati is associated includes his ex-wife, Laurie Boies, who is currently being sued by the Corporation of Master Pipe Mechanics of Quebec for illegally practicing plumbing. Ms. Boies’ mother, Julie Lévesque, is said to have received the $971.54 payment from Charles-Vincent Chevalier, according to the Interac receipt.
When asked about the issue, Laurie Boies and Julie Lévesque denied involvement in illegal activities. Julie Lévesque claims to be just a paid secretary.
In this case, who owns Locksmith 24/7? Ms Lévesque refused to answer us. Laurie Boies swore to her grandmother in heaven that she would not be associated with any plumbing company. But it was she who answered us when, a few days later, we called a plumber who was new online: Plombier Chez Rémi.
This company, which does not have a CMMTQ license, was at the top of the results thanks to a sponsored link purchased from Google. His advertising account has since been suspended after we appealed to Google.
Charles-Vincent Chevalier filed a report with the police and the private security agency.
I won’t get the money back. In fact, I wasn’t aware of it until hours after the event. This gesture is more like my civic duty.