Owners ask this all the time. One put it to the Google Business Profile Community like this: they wanted to offer “a 10% discount for people in exchange for buying and reviewing” their products, adding, “I’m not asking for positive reviews, just honest feedback about their experience.”
For Google reviews, the short answer is no. Not 10% off, not a gift card, not an entry into a draw, even if you only ask for an honest review. Here’s why, what can happen if you do it anyway, and what works instead.
What Google says about incentives
Google’s tips page for getting reviews puts it right at the top:
“Reviews and other user contributions to Google Maps must reflect a genuine experience. Offering incentives, like free or discounted goods or services, in exchange for customers to post reviews, change reviews, or remove negative reviews is considered fake & misleading content and is strictly prohibited.”
There’s no exception for honest reviews. The ban is on the offer, not the star rating. Google’s policy also says fake engagement includes “Reviews or ratings that have been paid for, directly or in kind.” A free furnace filter or a discounted service call counts as “in kind.”
What counts as an incentive
Google’s glossary defines incentivized reviews as ones “influenced by a payment, discount, free goods or services, or any other benefit offered to the reviewer.” That last part, “any other benefit,” is what catches the creative ideas. In everyday trade terms, all of these are out:
- “Review us and get 10% off your next visit.” A discount is the textbook example.
- Gift cards. A $10 coffee card after the plumber leaves is still payment for the review.
- Contest entries. “Leave a review to be entered to win a free gutter cleaning” is a benefit, even if most people don’t win.
- Free add-ons. A free filter change from your HVAC tech or an extra room from your cleaners.
- Paying to fix a bad review. Google’s ban also covers incentives for the “revision or removal of a negative review.” So no “we’ll refund half if you take it down.”
What about staff bonuses?
Paying techs a bonus per review isn’t a customer discount, but it pushes your crew toward what Google rules out. When merchants ask for reviews, Google says this isn’t allowed:
“Merchants requesting that staff solicit a certain number of reviews”
“Merchants requesting that staff solicit reviews that include specific content, including content that identifies a staff member.”
So review quotas for your electricians, or “mention Dave by name” cards, are a problem. Thank your crew for good work, but don’t tie their pay to review counts or name mentions.
What can happen
Google doesn’t only remove the reviews. Its page on Business Profile restrictions says it may also restrict the profile. Examples it lists include:
“Business Profile will not be able to receive new reviews or ratings for set period of time”
“Business Profile’s existing reviews or ratings will be unpublished for set period of time”
“Business Profile will display a warning to let consumers know that fake reviews were removed”
For a landscaper who’s spent three seasons building up reviews, that costs far more than a few discounts could bring in. Google does say it will “notify business owners via email” before applying a restriction, and that businesses can appeal.
Is it actually illegal?
Google’s rule is a platform policy, not a law. Whether the law also comes into it depends on where you are and the details, so treat this as general background, not legal advice.
In the US, the FTC’s rule on consumer reviews bans incentives tied to a particular sentiment. The FTC’s Q&A says the rule “does not prohibit giving incentives for reviews, as long as there isn’t an express or implied requirement that the reviews have to express a particular sentiment.” It then adds, “remember that failing to disclose incentives could be a violation of the FTC Act.” It also gives an example of an implied condition: “Tell us how much you loved your visit to John’s Steakhouse and get a $5 coupon”.
In Canada, the Competition Bureau has warned about “organized efforts by companies to boost their own ratings,” including when companies “provide their customers with incentives to leave positive reviews.” It also says: “Anyone who writes or permits writing reviews that give a false or misleading impression to consumers could be liable under the Competition Act.”
The law may leave a little more room than Google does, but an incentive you don’t disclose can still mislead people, and on Google, Google’s rules apply. If you’re unsure about your situation, ask a lawyer.
What you can do instead
None of this means you have to sit and wait. Google allows merchants to “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.” Here’s what that looks like day to day:
- Ask everyone. Every customer, not just the ones who seemed thrilled. Asking only happy customers is against Google’s policy too.
- Ask at the right moment. Right after the leak’s fixed, the AC is blowing cold, or the lawn looks sharp. That’s when it’s fresh in their mind.
- Make it easy. Send your review link so they don’t have to search for you. Our guide on where to find your Google review link shows you how, and how to ask for a Google review by email has a simple way to word it.
- Reply to reviews. Google’s own tip is to “Show customers that their feedback matters.”
- Be patient. As the Community expert told that business owner, “You will be much better served by consistently asking customers for reviews. It may be slower but you will not have to worry about having your reviews filtered.”
The short version
Don’t offer a discount, gift card, contest entry or freebie for a Google review, even an honest one, and don’t put your staff on review quotas. Google can remove the reviews and restrict your profile. Instead, ask every customer, ask soon after the job, send your review link, and reply to what comes in.
Rapid Feedback helps local service businesses ask their customers for Google reviews. Learn more.