Can I offer a discount or gift in exchange for a Google review?

What does Google say about rewarding reviews?

Google’s rules are clear. Its Business Profile help page says that offering incentives, like free or discounted goods or services, in exchange for a review is “strictly prohibited”. Google classes this as fake and misleading content.

The rule also covers a review that a customer changes, and a negative review that a customer removes. You may not pay or reward anyone for those actions either.

Does a small gift or a draw entry count?

Yes. Google’s policy lists payment, discounts, and free goods or services as examples. The list is not a limit. The test is simple: does the customer get something because they posted a review? If the answer is yes, it is an incentive.

A draw entry, a coupon, a free coffee, and a donation made in the customer’s name all fail this test. The size of the reward does not change the answer.

What happens if I do it anyway?

Google says it removes reviews that were posted because of an incentive. Google also looks for unusual volumes or patterns of reviews. A sudden group of reviews can look like an attempt to manipulate your rating.

Google’s help pages also refer to restrictions on a Business Profile for policy violations. You can lose the reviews you worked for, and you can put the profile at risk.

There is also a Canadian side. The Competition Bureau polices misleading representations to the public, and fake or paid reviews can fall under that. This is general context, not legal advice. Ask a lawyer if you have a specific case.

What am I allowed to do?

Google allows you to ask customers for a review that reflects a genuine experience. You may not offer an incentive, and you may not try to steer the rating or the content.

Google also names these practices as acceptable:

• Send customers a Google review link.
• Show a QR code that opens the review form.
• Reply to reviews after they are posted.

How do I ask for reviews the right way?

1. Create your Google review link or QR code in your Business Profile.
2. Ask every customer, not only the customers who seem happy. Google does not allow you to selectively solicit positive reviews.
3. Send the link after the job is done. Use a text or an email, or put the QR code on a receipt or an invoice.
4. Do not pressure anyone to write a review while they are on your premises.
5. Do not tell customers what to write. Do not ask them to name a staff member.
6. Do not give staff a target number of reviews to collect. Google lists this as a prohibited practice.
7. Reply to each review in a polite, short way.

Do the Canadian rules on messages apply?

Yes, when you send the request by email or text. Canada’s anti-spam law, CASL, covers commercial electronic messages. A review request can count as one, so you need to hold valid consent before you send it. Keep a record of how and when each customer gave consent.

What should I do about a negative review?

Do not offer anything to make a customer change or remove a review. That is also prohibited. Reply in public, be honest, and apologize where it is fair to do so. If the matter is complex, ask the reviewer to contact you by phone or email.

Google says a mix of positive and negative reviews often feels more trustworthy. A review that breaks Google’s policies, such as spam or profanity, you can report. Do not report a review only because you disagree with it.

What is a safe way to thank customers?

Say thank you in your public reply. Keep it personal and short. Google advises you to avoid deals or promotions in your replies, because the reviewer is already a customer. Share a detail that reinforces their experience instead.