You can ask for a review, but you must not manipulate it#
Google allows businesses to ask genuine customers for a review and to share a direct link or QR code. However, reviews must describe a genuine experience, and the business must not influence the rating or content of the review.
The official rules specifically prohibit offering rewards for reviews, requesting that negative reviews be changed or removed in exchange for a benefit, and selectively approaching only satisfied customers. An overview can be found in the document Prohibited and Restricted Content.
What is acceptable#
- Asking all genuine customers, in a neutral manner, for an honest review.
- Providing a direct link, QR code or NFC access to the review form.
- Including a request for a review on the receipt, in a post-order thank-you message or in a suitable location within the premises.
- Reminding customers of the option to leave a review without specifying a star rating or dictating the text.
- Respond to both positive and negative reviews objectively and respectfully.
In its help guide Tips on how to get more reviews, Google recommends reminding customers to leave a review and allowing them to use a link or QR code. At the same time, it emphasises that reviews should be honest and balanced.
What is risky or prohibited#
Rewards for reviews#
Offering a discount, a free product, a competition or other benefits in exchange for a review creates incentivised content. Even the condition that the rating can be whatever the customer chooses does not make this acceptable. The reward is still linked to the publication of the review.
Review gating#
Review gating means that a business first assesses customer satisfaction and only sends satisfied customers to Google. Dissatisfied customers are shown a private form. Such selective solicitation of positive reviews is expressly prohibited by Google’s guidelines.
You may collect feedback privately, but it must not serve as a filter that determines who is given the opportunity to leave a public review.
Pressuring customers on the spot#
Do not ask customers to write a review in front of staff, and do not set review quotas for employees. The request should be voluntary, and customers must be given space to decide without feeling pressured.
Prescribed review content#
Do not dictate specific keywords, an employee’s name or the exact sentence the customer should write. You may ask about their experience, but the final content must be left to the author.
Reviews from employees, family or suppliers#
Reviews involving a conflict of interest do not represent the independent experience of an ordinary customer. Do not ask employees, business partners or close associates to artificially inflate your ratings.
A safe, step-by-step guide#
1. Create an official link to the review#
In Google Business Profile, open the reviews section and select the option to get more reviews. Google provides a direct link and, on a computer, a QR code as well. You can find the latest instructions in the help section Creating a link or QR code for reviews.
2. Choose a natural moment#
For a restaurant, this might be after payment; for an online shop, after delivery; and for a service, after the job is completed. Don’t ask for a review before the customer has had a real experience.
3. Use neutral wording#
In person: “If you’d like, you can share your experience on Google. You’ll find the link here.”
In an email: “Thank you for visiting. Your honest feedback will help other customers make a decision.”
On a stand: “How was your visit? Please leave us a review on Google.”
4. Offer the same process to everyone#
NFC, QR codes and links should all open the same neutral page without any prior filtering based on satisfaction levels. If you’re also collecting internal feedback, keep this separate from the decision on who to show the Google review to.
5. Monitor the quality of the process, not the number of reviews#
Check that the link works, that staff use neutral wording, and that responses to reviews are objective. Do not assess staff based on the number of five-star ratings they receive.
How to incorporate NFC into the process#
An NFC stand can shorten the path to the official review form, but it must not predetermine the rating or filter out dissatisfied visitors. Use clear text on the stand and leave the decision up to the customer.
For guidance on responding to reviews, see the article How to respond to Google reviews.
Good to know
Can I offer a discount in exchange for a Google review?
What is review gating?
Can I include a link to a review via NFC or QR code at my business premises?
Make the next step easier for guests.
An NFC stand opens the right link with one phone tap. No app and no searching.