Is review gating illegal?
Review gating means asking "How did we do?" first and sending only happy customers to Google. Google forbids it outright. The FTC's review rule doesn't name it, but the FTC says it can still break the FTC Act.
"Discourage or prohibit negative reviews, or selectively solicit positive reviews from customers" (Google Maps: Prohibited and restricted content)
That line is on Google's list of what merchants may not do.
"The rule does not contain a specific prohibition against such conduct. But this practice could violate the FTC Act." (FTC: Consumer Reviews and Testimonials Rule Q&A)
The FTC's guide for marketers is plainer: "Don't ask for reviews only from customers you think will leave positive ones." (FTC: Soliciting and Paying for Online Reviews)
The fix is simple: send the same review link to every customer, happy or not. A private feedback form is fine if it is not a gate in front of the review link.
What you can and can't do
| Practice | FTC (US) | |
|---|---|---|
| Ask every customer for a review | Allowed | Allowed |
| Ask only happy customers | Banned | Could violate the FTC Act |
| Discount or gift for any review | Banned | Allowed if not tied to the rating, and disclosed |
| Reward only for 5-star reviews | Banned | Banned |
| Reviews by staff or family | Banned (conflict of interest) | Banned without disclosure, in many cases |
| Ask customers to include specific content | Banned | Not addressed |
Yelp is stricter than both: it says not to ask anyone for a review.
Sources: Google, FTC Q&A, 16 CFR 465.4 and 465.5, Yelp.
Google review policy: what Google allows
Google wants you to ask. Its help page says you can ask customers "to visit a Google link or scan a QR code." (Google Business Profile Help: Tips to get more reviews)
What Google allows, in its words:
"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." (Google Maps: Prohibited and restricted content)
Google also says merchants "should not require or pressure users to leave ratings or write reviews while on the premises," and bans asking staff to collect a set number of reviews (same page).
If Google finds fake or paid reviews, it can stop your profile from getting new reviews, unpublish your existing reviews for a set time, or show customers a warning that fake reviews were removed (Google Business Profile Help: Restrictions for policy violations).
FTC rules on reviews: what the fake-review rule bans
The FTC's Rule on the Use of Consumer Reviews and Testimonials (16 CFR Part 465) bans, among other things (eCFR):
- Writing or buying reviews from people who don't exist or never used your service.
- Paying or rewarding reviews that must be positive (or negative).
- Reviews by owners or managers without disclosing the relationship.
- Using groundless legal threats or intimidation to stop or remove a review.
- Hiding bad reviews on your own site while implying you show them all.
Courts can impose civil penalties for knowing violations (FTC Q&A). The maximum is $53,088 per violation, set in January 2025 (Federal Register). The FTC said in September 2026 that its penalty amounts "will remain unchanged during 2026" (Federal Register).
The rule protects ordinary asking. Its fake-review limits for purchased and staff reviews do not apply to "generalized solicitations to purchasers to post reviews" (16 CFR 465.2(d)).
Can you offer a discount for a review?
On Google, no. Google says incentives for reviews are "strictly prohibited," even with no condition on the rating (Google Business Profile Help).
Under FTC rules, an incentive is legal only if it doesn't depend on the rating. The FTC 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" (FTC Q&A). The review should still disclose the incentive (FTC guide).
The strictest rule wins. Since most local reviews live on Google, the safe answer is no reward at all.
Asking for reviews by text: TCPA and CASL consent
A review request by text is a text message like any other. Get consent before you send it.
US: the TCPA
- Texts sent with an autodialer need the customer's prior express consent. If the text includes an advertisement or telemarketing, the consent must be in writing and signed (47 CFR 64.1200(a)(1)–(2)).
- A reply of "stop," "quit," "end," "revoke," "opt out," "cancel," or "unsubscribe" revokes consent. You must honor it within 10 business days (47 CFR 64.1200(a)(10)).
- Keep the request plain. A coupon or offer in the same text can make it an advertisement.
Canada: CASL
- A commercial electronic message (email or text) needs express or implied consent, must identify you, and must include an unsubscribe (CASL s. 6).
- A purchase from you in the last two years gives implied consent through an "existing business relationship" (CASL s. 10).
- The maximum penalty per violation is $1,000,000 for an individual and $10,000,000 for a business (CASL s. 20(4)).
In Canada, fake reviews fall under the Competition Act. The Competition Bureau warns that "Anyone who writes or permits writing reviews that give a false or misleading impression to consumers" could be liable, including for staff reviews (Competition Bureau).
A review request that follows the rules
- Ask every customer after the job, by the same channel, with the same link.
- Get text consent on your booking form or invoice ("We may text you about your appointment and a review request. Reply STOP to opt out.").
- Send one plain message: your business name, a thank-you, the Google review link, and how to opt out.
- Offer nothing in return.
- Don't ask on Yelp. Yelp says: "Don't ask anyone to review your business" (Yelp for Business).
Example
A plumber with a "rate us" screen
A US plumber texts "How did we do? 1–5." Customers who tap 4 or 5 get the Google link; the rest get a feedback form. That is selective soliciting, which Google bans. Fix: send the Google link to all 200 customers a month. Keep the feedback form as a separate, optional link.
A dentist offering $10 off
A Canadian dental office offers $10 off the next cleaning "for leaving us a review." Even with no rating condition, Google bans the reward. Fix: drop the discount and keep the ask.
A roofer texting past customers
A roofer wants to text 500 past customers for reviews. In the US, check that each gave consent to texts. In Canada, customers who bought within two years have implied consent under CASL; older ones generally need express consent.
Different for you?
- Profile suspended or reviews disappeared: Google Business Profile suspended.
- Sending other automated texts: Missed-call text back consent.
- Texting or emailing Canadian leads: CASL consent for texting and email.
- Reviews are fine but you don't show up: Google Business Profile not showing.
- Lawyers and financial advisors have extra rules on testimonials: Law firm website rules, Financial advisor marketing rule.