How to Get Asking Customers for Reviews Right
Requesting reviews from customers on platforms such as Google, marketplaces and industry sites.
Samir Haddad
At a glance
- Reviews rule the FTC's rule bans fake reviews and certain review practices
- Incentives rewards conditioned on positive reviews are prohibited
- Suppression blocking or hiding negative reviews can violate the rule
- Platform rules Google prohibits review gating and incentives
Why it matters
Why it matters: Reviews influence buying decisions, but the FTC's rule on consumer reviews restricts incentives, suppression and fake reviews.
Best practice
- Ask every customer, not only happy ones
- Keep requests neutral
- Respond to reviews publicly
- Follow each platform's rules
- Keep records of review campaigns
Common pitfalls
Watch out for:
- Filtering out unhappy customers before asking
- Paying for positive reviews
- Removing honest negative reviews
- Writing reviews for customers
When to call in a specialist
Bottom line Bring in help when review programs run across several platforms.
Where this comes from
- Federal Trade Commission — Trade Regulation Rule on the Use of Consumer Reviews and Testimonials
- Google Business Profile Help — Prohibited and restricted content
The figures and practices above come from the sources listed.
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