Unreliable social users in the internet of vehicles (IoV) may deliberately compromise user privacy. In order to solve this problem, a location privacy protection method based on relationship strength was proposed. This method calculates the relationship strength of users by analyzing their attribute and behavior characteristics, and constructs communication groups for users with higher relationship strength. Second, the blockchain node stores the transmission data sent by users within the group, which realizes the traceability of the transmission data. Experimental results show that the proposed method not only protects users' location privacy but also reduces the time delay and message exposure rate of users in the communication process.