Can you offer a discount or prize for a review?
On Google, no. Google's policy says businesses may not offer incentives such as payment, discounts or free goods or services in exchange for posting any review, or for changing or removing a negative one. Its definition of an incentivised review also covers 'any other benefit offered to the reviewer', so prize draws, loyalty points and free upgrades fall inside it. The ACCC sets a different test: incentives must apply whether the review is positive or negative, and must be clearly disclosed. That ACCC test matters for reviews on your own website. On Google, the stricter platform rule applies.
What is review gating, and why is it banned?
Review gating means screening customers before deciding who gets the review link. A common version sends a short satisfaction survey, shows the Google link to people who score 4 or 5, and sends everyone else to a private feedback form. Google's policy says businesses may not discourage or prohibit negative reviews or selectively solicit positive reviews. The ACCC says a business that suppresses negative reviews may mislead consumers. If you use software to send requests, check its settings to confirm every customer receives the same link.
- Allowed: a satisfaction survey sent to everyone, and the review link sent to everyone whatever their score.
- Allowed: a private feedback option offered alongside the review link, with both shown to every customer.
- Not allowed: a score of 4 or 5 opens the Google review page and a lower score opens a 'tell us privately' form.
- Not allowed: staff hand QR cards only to customers who seem pleased.
Can staff, family or friends review your business?
No. Google treats reviews based on a conflict of interest as rating manipulation and removes them. Its policy gives current or former employment, contractual or consulting relationships, family relationships and industry competitors as examples. The ACCC says reviews written by family, employees or people paid by the business can mislead consumers if the connection is not stated, and Google does not allow these reviews on a Business Profile at all. Tell staff not to review their own workplace or its competitors, and do not agree to swap reviews with suppliers or other local businesses.
Can you ask staff to collect reviews?
Staff can ask customers for reviews. Google's policy limits how a business directs that work: it lists requesting staff to solicit a certain number of reviews, and requesting reviews that include specific content such as a staff member's name, as breaches. A bonus or leaderboard based on review counts works like a quota and puts the same pressure on staff, so it is safer to avoid one. Train staff to make the same short request to every customer and to leave the rating and the words to the customer.
Can you write or edit reviews for customers?
No. The ACCC treats reviews created by someone who has not used the product, and reviews edited by someone other than the author, as potentially misleading, and it has taken action in cases where reviews were written, changed or held back. On Google, a business cannot edit a customer's review at all. On your own website, publish whole reviews, including negative ones, and display your policy for publishing, editing and removing reviews, as the ACCC recommends. The three ACCC cases below show how these matters have ended.
- Citymove (2011): copied testimonials from an unrelated review website, changed them and published them as genuine. It paid a $6,600 penalty under an infringement notice.
- Service Seeking: let businesses draft their own reviews, which were published if the customer did not respond within 3 days. The Federal Court ordered $600,000 in penalties.
- HealthEngine: did not publish a large volume of negative reviews and edited others to remove negative parts. The Federal Court ordered $2.9 million in penalties, including for other conduct.
What happens if Google finds a breach?
Google removes the reviews it finds in breach. If it decides a business owner has broken its Fake Engagement policy, it may also restrict the Business Profile. Google gives examples: the profile cannot receive new reviews or ratings for a set period, existing reviews are unpublished for a set period, or the profile shows consumers a warning that fake reviews were removed. Google says it emails the owner before applying a restriction, and the business can appeal. If you find a past practice that breaks these rules, stop it, update your request templates and signage, and brief staff before anything else.