Google's review rules: review gating, incentives and conflicts of interest

Sample post for layout review — replace before launch.

Google wants reviews to reflect what real customers genuinely think. Its content policies for reviews on Google Maps exist to protect that, and businesses that break them can see reviews removed or face restrictions on their Business Profile. This post explains, in plain language, the rules that matter most when you ask customers for reviews.

It's a summary, not legal advice. Google updates its policies from time to time, so always check the current version of its prohibited and restricted content policy for Maps before you change how you collect reviews.

Asking for reviews is allowed

Let's start with the good news. Google is fine with businesses asking their customers for reviews. Sharing your review link, putting a QR code on the counter or handing a customer a tap card are all normal ways to make it easy.

What matters is how you ask and who you ask.

Don't selectively ask for positive reviews

Google's policy says businesses should not discourage or prohibit negative reviews, or selectively solicit positive reviews from customers. This practice is often called review gating.

What review gating looks like

Review gating can be subtle. Common examples include:

• Asking customers how their visit was, then sending only the happy ones to Google.
• A feedback form where a high rating leads to "Please review us on Google" and a low rating leads only to a private form, with no way to post publicly.
• Staff being told to ask only customers who seem delighted.

How to collect private feedback the right way

Private feedback is valuable, and many unhappy customers prefer to tell you directly. You can offer a private route, as long as every customer can still choose to post on Google. In practice:

1. Show the option to review on Google to everyone, whatever their experience.
2. If you offer private feedback, present it as an additional option, not a replacement.
3. Don't hide, delay or make the Google option harder to find for less happy customers.

Don't offer incentives for reviews

Google does not allow reviews that were incentivised by the business, for example in exchange for discounts, free products or services, or entry into a contest. This applies whether the reward is promised before the review or given afterwards.

Some examples of what to avoid:

• "Show us your review and get 10% off today."
• A free dessert for customers who post a review.
• A monthly lucky draw for everyone who reviewed you.

If the customer gets something for writing a review, it isn't the kind of review Google wants.

You can, of course, still run loyalty programmes and offers. They just mustn't be tied to leaving a review.

No reviews from people with a conflict of interest

Reviews should come from customers, not from people connected to the business. Google's policy covers content posted by owners or employees about their own business, and reviews about competitors posted to hurt their rating. In practice:

• Don't review your own business, and don't ask staff to.
• Don't ask friends and family to post reviews unless they were genuine customers, and even then be cautious.
• Never post reviews about a competitor.

Don't buy reviews

Paying a person, agency or website for reviews is fake engagement, however it's described. These reviews are likely to be removed, and the risk to your profile isn't worth it.

Helping customers write is fine, putting words in their mouth is not

Customers often don't know what to write. Reminding them of what they experienced, or offering a suggested starting point they can edit freely, can help them get going. The final review must be theirs: they should be free to change it, write something else entirely, or give whatever rating they think is fair.

What happens if the rules are broken

Google may remove reviews that violate its policies. For more serious or repeated violations, Google says it can take further action against a Business Profile, such as temporarily restricting new reviews or showing a warning to people viewing the profile. The details are set by Google and can change, which is another reason to stay well within the rules.

A quick checklist

Before you launch a new way of collecting reviews, ask yourself:

• Can every customer, happy or not, easily reach the Google review page?
• Is anything being offered in exchange for a review?
• Are all reviews coming from genuine customers?
• Is the customer free to write their own words and choose their own rating?

If the answers are yes, no, yes and yes, you're on solid ground.