Google Maps has announced the upcoming launch of a feature that allows users to write reviews while keeping their identities private. This new option will enable users to create a custom nickname and select an alternative profile picture, thus detaching their real identity from their online feedback. The company emphasized that this change aims to reduce the prevalence of fake reviews, while ensuring that each review remains associated with a backend Google account for tracking purposes. Users will find this feature under their ‘Your Profile’ section, where they will be able to customize their display name and image. Although the company has not disclosed the reasoning behind this feature, it has hinted that it could serve as a ‘Secret Santa’ mechanism for businesses, encouraging anonymous feedback. This development has generated mixed reactions, with some users concerned about the potential for misuse, such as tracking individuals’ movements, while others believe it could foster more honest and diverse opinions on the platform.