Most happy customers never think to leave a review. Asking is normal, and Google lists "Remind customers to leave reviews" in its tips to get more reviews. The catch is that both Google and the US Federal Trade Commission have rules about how you ask, and breaking them can get reviews removed or worse.
Google's rules for asking
Google's Maps content policy says merchants may "solicit or encourage the posting of content that does represent a genuine experience, without offering incentives to do so or attempting to influence the rating or the contents of the review." In practice, that means:
- No incentives. No payment, discounts, free goods or services in exchange for a review, not even for an honest one.
- No review gating. Google does not allow merchants to "discourage or prohibit negative reviews, or selectively solicit positive reviews." Ask everyone, not just the customers you think were happy.
- No pressure on the spot. Do not require or pressure people to write a review while they are still on your premises.
- No scripts. Do not ask for specific content, and do not give staff review quotas or ask customers to name a staff member.
- No reviews from insiders. Google treats reviews from employees, former employees and family members as a conflict of interest.
The FTC rule on fake reviews
The FTC announced its final rule on fake reviews and testimonials on August 14, 2024, and it took effect on October 21, 2024. It lets the FTC seek civil penalties against knowing violators. Among other things, it prohibits:
- Writing, buying or selling fake reviews, including AI-generated ones, or reviews from people who never used the business.
- Offering compensation or incentives conditioned on a review expressing a particular sentiment, positive or negative.
- Undisclosed reviews from company insiders such as officers and managers.
- Using groundless legal threats, intimidation or false accusations to stop or remove negative reviews.
Two details from the FTC's questions and answers are worth knowing. First, the FTC gives "Tell us how much you loved your visit to John's Steakhouse and get a $5 coupon" as an example of implying a review must be positive. Second, asking only customers you think are happy is not specifically banned by the rule, but the FTC says it "could violate the FTC Act."
The simple way to stay safe with both: offer nothing, ask everyone and use neutral words like "honest review."
Get your review link or QR code
Google's help page on review links and QR codes explains the steps: go to your Business Profile, select Read reviews, then Get more reviews. Copy the link, or right-click the QR code and save it. Google notes QR codes can currently only be generated on a computer browser. It suggests putting the link on receipts, in thank-you emails and at the end of a chat, and displaying the QR code in your store. Customers need a Google Account to post, though Google says it can use a non-Gmail address.
Templates for asking
Send the same request to every customer. Replace the [brackets] and keep it short.
Hi [Name], it's [First name] from [business]. Thanks for [visit/job] today. If you have a minute, we would appreciate an honest review on Google: [review link]. Thank you!
Send it the same day or the next day, while the visit is fresh. Only text customers who agreed to get texts from you.
Subject: Thanks from [business]
Hi [Name], thank you for choosing [business] for [service]. We read every review, good or bad, and use them to get better. If you have two minutes, you can share your honest experience on Google here: [review link]. If something was not right, you can also reply to this email and I will look into it personally. [First name], [role]
The offer to reply privately goes alongside the review link, never instead of it. Do not send unhappy customers a different email.
How did we do? Tell us honestly on Google: [short link or QR code]. Thank you for supporting a local business.
Your honest review helps neighbors find us. Scan to review [business] on Google. Thank you! [QR code]
A sign people can scan later is fine. Do not stand over customers and ask them to post before they leave.
Hi [Name], just a quick note in case our last message got buried. If you would like to share an honest review of [business], here is the link: [review link]. No worries if not. Thanks again! [First name]
One reminder is plenty. Stop if they do not answer.
Many of your customers prefer Spanish? Our Spanish reply guide covers replying in their language.
Phrases and tactics to drop
- "Leave us a 5-star review!" asks for a rating, not an honest review.
- "Get 10% off your next visit when you post a review." That is an incentive, which Google prohibits.
- "Happy with your visit? Review us on Google. Not happy? Tell us here instead." That is review gating.
- Asking staff, relatives or friends who never bought from you to post.
- Buying reviews from any service, ever.
Make it a habit
Pick one moment to ask, such as the receipt, the follow-up text or the invoice, and do it for every customer. Then reply to the reviews that come in, good and bad. Google lists replying to reviews alongside asking for them as a best practice, and our positive review templates make that part quick.
Frequently asked questions
Is it legal to ask customers for Google reviews?
Yes. Google encourages it, and the FTC rule does not ban asking. What is not allowed is offering incentives under Google's policy, conditioning anything on a positive review, faking reviews or only asking customers you expect to be happy.
Can I give a discount for leaving a review if I do not require a positive one?
Not on Google. Google's policy prohibits incentives such as payment, discounts or free goods in exchange for any review. The FTC rule focuses on incentives tied to a particular sentiment, but Google's rule is stricter.
What is review gating?
Review gating means asking customers how they feel first and only sending happy ones to Google. Google prohibits selectively soliciting positive reviews, and the FTC says asking only happy customers could violate the FTC Act.
Can my family or employees leave Google reviews?
Avoid it. Google treats reviews from employees, former employees and family members as a conflict of interest, and those reviews can be removed.
How often should I ask for reviews?
Ask every customer once, at a consistent moment such as right after the visit or job, with at most one polite reminder. Steady, ordinary asking beats occasional big pushes.