- Ask every customer the same way, with a direct Google review link or QR code, at the moment they are happiest.
- Google prohibits offering incentives such as discounts or free goods in exchange for posting, changing or removing reviews.
- Google's policy also bans discouraging negative reviews or selectively asking only happy customers.
- In the US, the FTC's rule on consumer reviews bans fake reviews, reviews bought for a particular sentiment, undisclosed insider reviews and review suppression.
- Reply to every review, positive or negative, politely and without personal details.
How can a business get more Google reviews without breaking the rules?
Ask every customer, in the same way, for an honest review using a direct Google review link or QR code, at the moment the job is done or the order has arrived, and never offer anything in return. Google bans incentives, selective asking and fake reviews, and in the US the Federal Trade Commission's rule on consumer reviews adds legal limits. A simple, consistent request built into your normal process produces a steady stream of genuine reviews without risk.
Reviews are part of the local visibility work in our SEO service. These are the rules we build every review process around.
What does Google allow and forbid?
Google's tips for getting more reviews recommend asking customers to visit a Google review link or scan a QR code, and replying to reviews. The same page says that offering incentives, such as free or discounted goods or services, in exchange for posting, changing or removing reviews is considered fake and misleading content and is strictly prohibited. Google's policy on fake engagement adds that businesses must not discourage or prohibit negative reviews, or selectively solicit positive reviews from customers, and should not pressure people to leave reviews on the premises or ask for specific content.
| Allowed | Not allowed |
|---|---|
| Asking every customer for an honest review | Offering discounts, gifts or entries for reviews |
| Sharing a direct review link or QR code | Asking only customers you expect to be happy |
| A short reminder if they have not reviewed yet | Pressuring people to review on the spot |
| Replying to every review | Telling people what to write |
| Reporting reviews that break policy | Writing reviews yourself or through staff |
What does the FTC's review rule add in the US?
The FTC's Rule on the Use of Consumer Reviews and Testimonials (16 CFR Part 465, published in August 2024) makes several practices unfair or deceptive, including:
- Writing, creating or selling fake reviews or testimonials.
- Offering compensation or incentives conditioned on reviews expressing a particular sentiment, positive or negative.
- Reviews by a company's officers or managers about their own business without a clear disclosure of that relationship.
- Company-controlled review websites presented as independent.
- Review suppression through groundless legal threats, intimidation or false accusations.
If you operate outside the US, local consumer law may set similar limits. When in doubt, ask a lawyer before running any review campaign.
When should you ask?
Ask when the customer has just experienced the result: the plumber has fixed the leak, the order has arrived, the website has launched. Requests sent weeks later get fewer responses and less detail. Build the request into the moment your process already marks as done, such as a job completion message, a delivery confirmation or a project sign-off.
How should the request be worded?
Keep it short, personal and neutral. Thank the customer, ask for an honest review of their experience, and include the direct link. For example: "Thanks for choosing us. If you have a moment, we'd value an honest review of your experience on Google," followed by the link. Do not suggest a star rating or what to mention.
Which channels work best?
- Email after the job or delivery, with the link as a clear button.
- SMS or WhatsApp for service businesses where customers expect messages, with their consent.
- Receipts and invoices with a short line and the link.
- A QR code on a counter card, delivery note or business card.
Our workflow automation team often sends review requests automatically from the CRM or job system when a job is marked complete, with one reminder for people who have not responded. Because every customer receives the same request, the process stays within the rules.
How should you reply to reviews?
Reply to every review. Thank people for positive ones in a sentence or two, mentioning something specific when you can. For negative reviews, acknowledge the experience, avoid arguing in public, invite the person to continue the conversation privately, and never share their personal details. Prospective customers read replies as closely as the reviews themselves. Google's tips note that honest and balanced reviews, a mix of positive and negative, often feel more trustworthy.
What should you do about fake or unfair reviews?
Businesses cannot delete reviews, but they can report reviews that break Google's policies, for example spam, conflicts of interest, off-topic rants, offensive content or reviews from people who were never customers. Report through your Business Profile, explain the problem briefly, and keep a record. While Google reviews the report, reply calmly so other readers see your side. Never respond to an unfair review with threats or public accusations: in the US, the FTC's rule treats groundless legal threats and intimidation aimed at removing reviews as review suppression. A steady flow of genuine new reviews is also the best way to reduce the weight of one unfair review.
Are review tools safe to use?
Many tools automate review requests, and that is fine. Be careful with features that first ask customers for a private rating and then send only happy customers to Google. That is selective solicitation, which Google's policy bans. Choose tools that send the same request to everyone, and check their settings rather than relying on the default.
How do you track progress?
Track the number of requests sent, reviews received and your average rating each month, along with how quickly you reply. Pair it with enquiries and calls from your Google Business Profile, and with the wider digital marketing picture. If you serve customers at their location, our guide to Google Business Profile for service-area businesses covers the rest of the profile setup.
Frequently asked questions
Can we offer a discount to everyone who leaves a review?
No, not for Google reviews. Google's help pages say offering incentives such as free or discounted goods or services in exchange for posting, changing or removing reviews is fake and misleading content and is strictly prohibited. Ask without any reward attached.
Is it allowed to ask only customers who rated us highly?
No. Google's policy for contributed content says businesses must not selectively solicit positive reviews from customers. Tools that first ask for a private rating and then send only happy customers to Google break that rule. Ask every customer in the same way.
Can we ask our staff or family to leave reviews?
Reviews must reflect a genuine customer experience. Staff, owners and relatives reviewing their own business misrepresent that relationship, and in the US the FTC's rule requires a clear disclosure when an officer or manager writes a review about their own business. The safe answer is not to do it.
Can we remove negative reviews?
Businesses cannot remove reviews themselves. You can report a review that breaks Google's policies, for example spam, off-topic content or a review from someone who was never a customer, and Google decides. For genuine negative reviews, a calm, helpful reply is the best response.
How quickly should we ask for a review?
Soon after the customer has experienced the result: when the job is finished, the order has arrived or the service has been delivered. Ask once, then send at most one gentle reminder. Requests sent long after the experience get far fewer responses.
Last updated