How to Get More Reviews Without Breaking the FTC Fake-Review Rule
You can ask every customer for a review. Under federal rules you can even offer a small reward, as long as it doesn't depend on the review being positive. What the FTC's consumer review rule, in effect since October 21, 2024, bans is fake reviews, rewards tied to positive sentiment, undisclosed insider reviews, and efforts to suppress negative ones.
The platforms are stricter than the FTC. Google prohibits incentives for reviews entirely, and Yelp asks businesses not to request reviews at all. A compliant program has to clear both bars. This article is general information, not legal advice. Talk to a lawyer about your specific situation.
What does the FTC rule actually prohibit?
The rule is the Trade Regulation Rule on the Use of Consumer Reviews and Testimonials, codified at 16 CFR Part 465. The FTC's question-and-answer guide is the plainest summary. In short, it prohibits:
The FTC notes that the rule allows courts to impose civil penalties for knowing violations.
- Fake or false reviews and testimonials that you write, buy, sell, or distribute when you know or should know they're fake. That includes reviews from people who never used the product.
- Incentives conditioned on sentiment. Any express or implied requirement that a paid-for review be positive (or negative about a competitor).
- Undisclosed insider reviews. Reviews from officers, managers, employees, or agents, and in some cases their relatives, without a clear and conspicuous disclosure of the relationship.
- Fake "independent" review sites that you actually control.
- Review suppression through unfounded or groundless legal threats, physical threats, intimidation, or false public accusations against reviewers.
- Fake social media indicators, such as bought followers or views, used to misrepresent influence.
Can I ask customers for reviews?
Yes, as far as the FTC is concerned. The insider-review section expressly exempts generalized requests to customers to post reviews about their experience. The FTC's Q&A says a company doesn't violate that section when its employees ask customers for reviews.
Where you ask is a different question. Google lets you share a review link or QR code from your Business Profile. Yelp's Don't Ask for Reviews policy says not to ask anyone, and its software may hide reviews that look requested. So point your requests at Google and any other platform that allows them, and leave Yelp alone.
Can I ask only my happy customers?
This practice is often called review gating. The FTC's Q&A says the rule doesn't contain a specific ban on asking only customers you think are happy, but it adds that the practice could violate the FTC Act, and it points to the Endorsement Guides at 16 CFR 255.2.
Google is explicit: its contribution policy says merchants must not discourage or prohibit negative reviews or selectively solicit positive reviews. In practice, the safe design is to ask every customer at the same point in the process, whatever you think their experience was.
Can I offer a discount or gift for a review?
The FTC rule allows incentives as long as nothing requires, expressly or by implication, that the review be positive. But Google's help page on getting reviews says offering incentives such as free or discounted goods or services in exchange for posting, changing, or removing reviews is strictly prohibited. Yelp says the same.
The upshot: even a no-strings coupon that's legal under the FTC rule can get reviews removed on Google or trigger a Consumer Alert on Yelp. For those platforms, skip incentives entirely.
Can my employees review us or push for reviews?
Employees and managers writing reviews of their own business is where most accidental violations happen. The FTC requires clear disclosure of the relationship, and Google's conflict-of-interest policy prohibits reviews driven by employment relationships in the first place. Tell staff not to review the business on Google or Yelp, and don't let them ask family members to do it either.
Staff asking customers is a different matter. It's generally fine under the FTC rule, but don't tie bonuses to the number of five-star reviews. That drifts toward pressuring for sentiment, and Google's policy says businesses shouldn't require staff to collect specific review counts or content.
A request process that stays inside the lines
- Ask everyone, at the same moment. Pick one trigger, like the day after the job is finished or the invoice is paid, and send the request to every customer who hits it.
- Don't pre-screen. Don't send a "How did we do?" survey and then only forward happy customers to Google. That's gating, even if it's automated.
- Use neutral wording. Ask for honest feedback, not five stars.
- Link directly. Use the review link or QR code from your Google Business Profile so customers land on the right page.
- Never write, buy, or trade reviews, including review swaps with other businesses.
- Respond to what comes in, including the negatives, with truthful and calm replies.
Sample request you can adapt
"Hi Pat, thanks for choosing us for your kitchen repair. If you have a minute, we'd appreciate an honest review of your experience, good or bad. It helps other customers and tells us what to fix. Here's the link: [your Google review link]. Thanks, Alex"
Notice what's missing: no mention of stars, no reward, no "if you were happy." That wording works whether the job went perfectly or not, which is the point.
When outside help makes sense
Most small businesses can run this process with a spreadsheet and a template. It's worth getting help when you're cleaning up after past practices that don't meet these rules, when a competitor appears to be posting fake reviews about you, or when you need a steady process across many locations. Our review management service is built around compliant requests and honest responses, and our page for business owners explains the wider approach.
Want this handled for you? See our review management service.
