The review mistakes that can get you in trouble with Google and the FTC
Paying for reviews, filtering who gets the link, and threatening bad reviewers all run into written rules. Here is what the pages actually say.
Offering payment or discounts for reviews, filtering so only happy customers see your Google link, and buying or writing fake reviews are the mistakes Google's Maps policy and the FTC's 2024 rule address. Google says merchants may not "Discourage or prohibit negative reviews, or selectively solicit positive reviews from customers."
Google review mistakes that can get a small business in trouble mostly come from trying to help the star rating along. This post covers what Google's Maps policy and the FTC's 2024 final rule actually say, so you can check your own habits. We opened both pages on November 1, 2026. This is a plain-English summary, not legal advice, and the rules can change.
Can you pay or reward customers for Google reviews?
No. Google's Maps user-contributed content policy says merchants may not "Offer incentives - such as payment, discounts, free goods and/or services - in exchange for posting any review."1 Under a heading on fake engagement it says "Fake engagement is not allowed and will be removed."1
The common mistake here is friendly. A barber offers a free line-up for a five-star review, or a cleaner gives $10 off next time for a post. The FTC announcement points the same way: the rule "prohibits businesses from providing compensation or other incentives conditioned on the writing of consumer reviews."2 A thank-you after the review, with no promise before, still deserves care. Ask a lawyer if you are unsure, because we only report what the pages say.
What is review gating and why is it a problem?
Review gating means asking customers how happy they are first, then sending only the happy ones to Google. Google's policy page does not use the term "review gating." What it does say is that merchants may not "Discourage or prohibit negative reviews, or selectively solicit positive reviews from customers."1 A survey that routes unhappy customers to a private form and happy ones to your Google link fits that description closely.
Some review tools do this by default. If you pay for one, open its settings and look at what it does with a low score. If the link to Google appears only after a high score, ask the vendor to change it. The safe habit is to send the same Google link to every customer you served.
Can you ask customers to leave a review while they are in your shop?
Be careful. Google's page also says "merchants should not require or pressure users to leave ratings or write reviews while on the premises."1 A tablet on the counter with a line of customers behind it is the kind of setup that reads as pressure. Sending a text or email link after the visit, to everyone, avoids it.
What does the FTC rule say about fake reviews?
The FTC announced its final rule banning fake reviews and testimonials on August 14, 2024. The announcement says the rule "prohibits businesses from creating or selling such reviews or testimonials," and it also covers buying fake reviews when the business knew or should have known they were fake.2 It covers insider reviews that lack clear disclosure, and it bars a business from "misrepresenting that a website or entity it controls provides independent reviews or opinions."2
The practical reading for a trades or retail owner: do not write reviews yourself, do not have staff or relatives post unlabeled ones, and do not buy a package of reviews from a vendor. A cheap "review package" is the one most likely to land you in this territory.
Can you threaten a customer over a bad review?
Not with empty threats. The FTC says the final rule "prohibits a business from using unfounded or groundless legal threats, physical threats, intimidation" to suppress negative reviews.2 That does not stop you from replying honestly. It does mean a message like "take it down or we sue" is a risk when you have no real legal basis. A calm public reply and an offer to fix the problem is safer, and Google's ranking page says "When you reply to customer reviews, it shows that you value their feedback."3
What are the stakes if you get this wrong?
The FTC says the rule lets it "seek civil penalties against knowing violators."2 The announcement we opened gives no calendar date for the effective date, only that it takes effect 60 days after publication in the Federal Register. On Google's side, the policy says fake engagement "will be removed," and reviews counted as incentivized or biased "are not allowed and will be removed from Maps."1 Removal is the likelier outcome for a small shop, but a lost batch of reviews can erase months of work, and a flagged profile is a bad week for a business that depends on Google for calls.
Weigh it plainly. One fake or bought review might lift your rating a little. One removal or complaint can cost you the trust you built honestly. The honest route is slower, but nothing on it can be taken away by a policy team or a regulator, and every real review stays on your profile for the next customer who reads it.
One more habit worth checking is who touches your profile. If a marketing vendor, a family member or an employee has access, ask what they post and what they send to customers. Under the FTC's insider-review language, a review from someone connected to the business needs a clear disclosure of that connection, and you are the one answerable for what goes out in your name.2
What should a safe review routine look like?
- Send the same Google review link to every customer after the job, by text or email.
- Offer nothing in exchange, before or after.
- Do not filter by satisfaction score before showing the link.
- Never post reviews for your own business, and do not let staff do it.
- Reply to every review, good and bad, in a calm and specific way.
- If a review is fake or off-topic, flag it to Google instead of arguing with the customer.
B&G Solutions answers phones around the clock in a small business's name and books jobs into its calendar or booking app. We also manage Google Business Profiles and review replies, run Google Ads and Local Services Ads, fix Google listing and ads problems, and build websites meant to bring in calls. If you are not sure whether your review tool is gating, we will look at it in a free check.
Common questions
Can I give a discount for a Google review?
Google's Maps policy says merchants may not offer incentives such as payment, discounts, free goods or services in exchange for posting any review.
What is review gating?
Asking customers how they feel first and sending only the happy ones to Google. Google's page does not use the term, but it bars selectively soliciting positive reviews and discouraging negative ones.
Does the FTC rule apply to a small local business?
The announcement says the rule prohibits businesses from creating or selling fake reviews and from compensation conditioned on writing reviews. It does not carve out small businesses in the text we read.
Can I threaten someone over a bad review?
The FTC says the rule prohibits unfounded or groundless legal threats, physical threats and intimidation used against negative reviews.
What is the safest way to ask for reviews?
Send the same Google link to every customer after the job, offer nothing in exchange, and reply to every review.
Sources
- Google Maps Help, Maps user-contributed content policy (2026)
- Federal Trade Commission (Federal Register), Trade Regulation Rule on the Use of Consumer Reviews and Testimonials (2024)
- Google Business Profile Help, Tips to improve your local ranking on Google (2026)
