Google reviews have become an important part of digital marketing, especially for local businesses. To find out if your business is worth a visit, many prospective customers turn to Google first. If you’re working on getting more Google reviews, you may be wondering what’s allowed and what isn’t. Here is everything you need to know about Google’s review policy.

Please note: this blog post is not comprehensive, nor is it legal advice. Review Google’s policies and terms of service thoroughly, and consult with a lawyer if you have questions. 

Google Review Policy: What Business Owners Can and Can’t Do to Get More Reviews

google reviews policy
You’ll find Google’s policies on reviews in the Maps User Contributed Content Policy, since Reviews are submitted through the Maps tool.

You can find Google’s review policies under the Maps User Contributed Content Policy, since reviews are submitted and edited using the Google Maps tool. You’ll find many of the most relevant Google review policies under the Format Specific Criteria section. Many of these policies are quite clear about what is allowed in a business review, who can make them, and what businesses can do if a review doesn’t meet these policies. Since it’s designed to be somewhat brief, a few sections leave some room for interpretation. However, in general, Google’s review policies are simple; reviews should be honest and polite.

Can I Ask For Google Reviews?

google reviews policies on soliciting reviews
A number of Google’s policies on reviews are listed in the Format Specific Criteria section.

Yes, it is within Google’s policies to ask for reviews, or “solicit reviews.” In fact, this is often the best way—after all, your happy customers don’t know that you’re looking for reviews unless you tell them. However, there are some rules about asking for reviews.

In the Format Specific Criteria section of Google’s policies, you’ll find the following under Text Reviews and Captions:

“Don’t solicit reviews from customers in bulk.”

While you can ask for Google reviews, it’s best to ask with a goal or purpose in mind. This does not necessarily mean that you cannot automate this process, only that you should be conscious of who you are messaging, why, and how much. For example, you might use automated messaging to ask a customer to write a review after they’ve used your product or service for a set amount of time. Though this message is automated and will save you time, it is not necessarily soliciting reviews “in bulk.”

If you are active on social media, you might also ask for reviews there. Though this is a request that any of your followers could see, you haven’t sent the request directly to them, so this is unlikely to be considered “soliciting in bulk.” You might use a similar strategy at a kiosk in your store, or use your Google review URL at the bottom of receipts.

Customers shouldn’t have to hunt you down to leave a review. Send customers straight to your Google page to get reviews fast and easy. Use the Google Review Link Generator »

Can I Ask Only Happy Customers to Submit a Google Review?

No, you cannot ask only happy customers to submit a Google review. Google updated their policies in 2018 to forbid the practice of “review gating.” The policy itself states:

“Don’t discourage or prohibit negative reviews or selectively solicit positive reviews from customers.”

This means that all of your customers should have equal opportunity to leave a review. While this prospect can be intimidating, remember that you also have an opportunity to respond to negative reviews, customers can change their reviews if you resolve their issue, and you can flag reviews that are abusive (which we will cover later in the post).

All of your customers should have equal opportunity to leave a review if they choose. However, an unhappy customer’s first priority might be to resolve a problem, not to leave a review. As you solicit reviews from your customers, you might also provide a customer service line or a way to contact you, so complaints can be resolved before they become negative reviews.

Can I Offer Rewards or Money For Google Reviews?

No, you cannot offer money or other rewards for Google reviews. Google, as well as most other review sites, prohibit the use of money, discounts, gifts, or other rewards for reviews. For Google’s review policies, the exact wording is quite simple;

“Don’t offer or accept money in exchange for reviews.”

Though this doesn’t mention things like giveaways or gifts, Google has taken action against businesses that incentivize reviews this way. It’s probably best to be cautious here, or your incentivized reviews might be removed. The best request you can make to your customers is an honest one. Explain, briefly, that reviews are important to your business and you value your customers’ input. For many people, the prospect of helping someone, especially someone who provided a good experience, is a greater reward than a discount or gift card.

While you might still use rewards to gather reviews or testimonials for your own site or promotional documents, Federal Trade Commission (FTC) rules on reviews and testimonials explain that these reviews should also mention that they were incentivized.

Can I Ask Employees to Review My Business?

google review policy on conflict of interest
In the Conflict of Interest section, Google states current or former employees can’t write reviews.

No, you cannot ask employees to review your business. This falls under the Conflict of Interest section of Google’s review policies. Specifically, the rules state;

Maps user contributed content is most valuable when it is honest and unbiased. Examples of disallowed practices include, but are not limited to:

Reviewing your own business.

Posting content about a current or former employment experience.

Posting content about a competitor to manipulate their ratings.

While your current or former employees might offer valuable insights about your business, they don’t represent a typical customer, so their input isn’t suitable for a Google review. Moreover, it’s likely that a current or former employee is biased by this relationship. The FTC calls this a “material relationship” and also forbids these types of reviews.

What If a “Customer” Posts a Fake Review?

If you find a fake review, you should flag it and respond.

google review policy when to flag a review
You wouldn’t need to flag this five-star review, but the flag button is next to the stars if you ever see an inappropriate review.

A competitor or another party might decide not to follow Google’s review policies, and post a review about your business that you know is false. Fake reviews of any kind are not allowed, and should be flagged. However, it is difficult to prove which reviews are fake and which are real. For this reason, these flagged reviews are not often removed.

When you flag the review, you should also respond, and calmly state that the review is fake, and refute any false claims. While this probably won’t get the review removed, it will show other customers that they should not trust the review.

To flag a review, hit the small flag icon near the star-rating of the review. Anyone can flag a review as inappropriate, not just the business owner. However, to respond to the review, you must be the business owner. To respond, you’ll need to claim your Google My Business listing. Then, you’ll want to navigate to “Manage Reviews” and then click “View and Reply.”

What if a Review is Abusive?

google review policy abusive reviews
The Prohibited and Restricted Content section is extensive, stating that criminal activity and obscene or explicit content of any kind should not be used.

If a review is abusive or otherwise inappropriate, you should flag it.

Google has a long list of content that is not allowed in a review, or anywhere else. This includes content alluding to illegal activities, or content that is especially offensive or inappropriate. Some of these policies include:

We will remove content that contain obscene, profane, or offensive language or gestures.

We don’t accept content that is illegal or depicts illegal activity.

Google Maps is a place for safe communications between users. For this reason, we don’t permit merchants or consumers to post dangerous or derogatory content…

Keep in mind, that reviews might be harsh, or even unnecessarily cruel without being abusive or obscene. However, if a reviewer uses offensive language, sexual language, threats, slurs, calls for violence, or alludes to illegal activity, you should flag it. Since it is clear in the content of the review that it is inappropriate, these are more likely to be removed than fake reviews.

Can I Copy Google Reviews to My Own Site?

google review policy on copying content
Google Map’s Terms of Service states that users cannot copy or redistribute content, which includes reviews.

No, you cannot use Google reviews on your own site. The reviews posted to Google are considered intellectual property of Google and the original poster. This means copying them for your advertisements of marketing products is copyright infringement. This is true for most, if not all, other review sites as well.

Copying and pasting content that someone else has written violates U.S. copyright laws in general. This rule is also outlined under the general Terms of Service for Google Maps. It states under the Prohibited Content section:

When using Google Maps/Google Earth, you may not (or allow those acting on your behalf to):

redistribute or sell any part of Google Maps/Google Earth or create a new product or service based on Google Maps/Google Earth…

copy the Content…

Google makes some exceptions for developers, embedding Maps into other websites, educational purposes, and certain other uses, but makes no exceptions that mention reviews. Even if Google allowed copying and pasting reviews, the content also belongs to the original poster, who might not approve of their review being used in other materials.

How Do I Get More Google Reviews?

Now that you know what you can and can’t do to get reviews according to Google’s review policies, here are a few tips to help stay within these guidelines.

  • When asking for Google reviews, make an honest request and simply state that your customers’ input is valuable.
  • It’s helpful to arrange review requests around particular events, such as when a customer uses a product or service for a particular amount of time, or perhaps when they make a repeat purchase or visit.
  • Use your Google review link so customers can post reviews in just one click, and they don’t have to hunt for your business.
  • Use your Google review link liberally; at the bottom of your receipts, on a chalkboard in your store, in your emails, on your website, or other locations, especially if you prioritized getting more Google reviews.
  • Don’t panic because of bad reviews. Respond to bad reviews calmly and unemotionally. Try to change reasonable customers’ minds, and let unreasonable customers’ reviews go.
  • Use automation tools to save time, but remember not to violate the “in bulk” rule mentioned above.

To get more reviews for your own site or marketing materials, don’t copy/paste reviews from other sites. Use a tool like Boast to get impactful video testimonials or text reviews. Remember, as you gather reviews for your own site, you only have to follow FTC rules, which are generally less strict than the terms of services on most review sites. But as long as you are getting more reviews on a Google tool, you have to follow Google’s review policies, or your reviews could be deleted, or your business banned.

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