Google review rules: what's allowed when you ask for reviews
Last updated: October 2026
You're allowed, and encouraged, to ask customers for Google reviews. A few practices can get reviews removed or your profile restricted. This is a plain-English summary, not legal advice.
Allowed
- Asking every customer for a review, by email, text, or in person
- Sending a direct review link
- A single reminder
- Replying to reviews
Not allowed: review gating
Review gating means screening customers first ("How did we do?") and only sending happy ones to Google. Google's policies prohibit discouraging negative reviews or selectively soliciting positive ones. Ask everyone the same way.
Not allowed: incentives
Don't offer discounts, gifts, contest entries, or payment for reviews, even if you don't require a positive review. Thank customers, but don't reward the review.
Not allowed: fake or conflicted reviews
- Reviews you or your staff write about your own business
- Reviews from family members posing as customers
- Buying reviews or using review exchange groups
- Reviewing a competitor
The FTC rule (U.S.)
Since October 2024, the FTC's rule on consumer reviews bans fake reviews, buying reviews, and conditioning incentives on a review's sentiment, with civil penalties for violations. Asking honestly, with no strings attached, is fine.
How ReviewAsk keeps you compliant
ReviewAsk sends the same honest request to every customer, with a direct link and one follow-up. No gating, no incentives.
Ask every customer, without remembering to
ReviewAsk emails each customer a one-tap Google review link with one follow-up. $39/month, 7-day free trial, no contract.
FAQ
Is review gating illegal?
It violates Google's policies and can draw FTC scrutiny in the U.S. if it suppresses negative reviews. Ask every customer the same way.
Can I run a giveaway for people who leave reviews?
No. Google prohibits incentives for reviews, including contest entries.
Can employees leave reviews for our business?
No. Reviews from employees or owners are a conflict of interest under Google's policies.