- Ask every customer, not only the happy ones.
- Never pay, discount or gift in return for a review.
- Use a direct review link and ask within 24 hours.
- Reply to every review, good and bad.
Why it matters
Reviews do two jobs. They are one of the signals Google uses for local rankings, and they are the first thing people read when choosing between the three businesses in the map pack. A steady stream of recent, detailed reviews helps with both.
The risk is that the fastest ways to get reviews are the ones that break rules. Fake reviews, paid reviews and selectively asking only happy customers can get reviews removed, your profile restricted, and in some countries, a fine.
What Google allows
Google’s policies for user-contributed content say reviews must reflect a genuine experience. In practice, for business owners, that means:
- Allowed: asking customers for an honest review, using a review link or QR code, reminding them once.
- Not allowed: offering money, discounts, free products or entry into a prize draw in exchange for a review.
- Not allowed: writing reviews for yourself or competitors, or having staff and family post them.
- Discouraged: asking only customers you expect to be positive (review gating).
Use a “Did you love us? Yes / No” screen that sends only “Yes” answers to Google. That’s review gating.
Rules by country
Beyond Google’s own policies, consumer law in all five markets treats fake or manipulated reviews as misleading conduct. A summary:
| Country | Main rule | Regulator |
|---|---|---|
| United States | Federal rule banning fake reviews, buying reviews and suppressing negative ones (2024) | FTC |
| United Kingdom | Fake reviews and concealed incentivised reviews are banned practices under the DMCC Act, in force from April 2025 | CMA |
| Canada | Deceptive marketing provisions of the Competition Act apply to fake reviews | Competition Bureau |
| Australia | Australian Consumer Law prohibits misleading conduct, including fake or selectively published reviews | ACCC |
| New Zealand | Fair Trading Act prohibits misleading conduct, including fake reviews | Commerce Commission |
This is a summary, not legal advice. Check the regulator’s guidance for your country, linked under Sources.
When and how to ask
- Ask within 24 hours. The job is fresh and the customer remembers details.
- Make it one tap. Use a direct link from the Review Link Generator.
- Ask for specifics. “What did we fix?” gets more useful reviews than “Rate us”.
- Remind once. One follow-up after three days. Then stop.
Scripts to copy
Text message
In person
Generate your own link, QR code and message in under a minute.
Open the Review Link GeneratorReplying to reviews
Reply to every review within a few days. Thank positive reviewers by name and mention the job. For negative reviews, stay calm, acknowledge the problem, and move the conversation offline with a direct contact. Never share customer details in a reply.
Sources
Add your bio in Users → Profile → Biographical Info. Our editorial policy.