How to ask customers for Google reviews without breaking the rules
Asking for reviews is allowed and worth doing. Faking them, buying them, or only asking the customers you know are happy can land a business in trouble with the FTC and with Google. Here is what the rules actually say.
Published October 21, 2026 · Keystone Solutions
Asking every customer is fine
The FTC’s Trade Regulation Rule on the Use of Consumer Reviews and Testimonials took effect on October 21, 2024. The FTC’s own questions-and-answers page says the rule exempts “generalized solicitations to purchasers to post reviews about their experiences.” In plain terms, sending every customer the same request for a review is allowed.
Google’s policy for reviews on Maps describes the problem from the other side: it treats reviews “influenced by a payment, discount, free goods or services” as incentivized reviews, which it says “can mislead consumers.”
What the FTC rule prohibits
A summary of the FTC’s questions-and-answers page. Read the source for the exact wording.
- Fake or false reviews
- Writing, creating or selling reviews that misrepresent who wrote them or that the reviewer used the product or service.
- Incentives tied to sentiment
- Offering something in return for a review is not banned by this rule on its own, but the incentive can’t carry an “express or implied requirement that the reviews have to express a particular sentiment.” Google’s policy is stricter for its own platform: it treats paid or discounted reviews as incentivized.
- Undisclosed insider reviews
- Reviews from employees or others close to the business need the relationship disclosed clearly and conspicuously.
- Review suppression
- Using threats, intimidation or false accusations to stop or remove reviews.
- Fake “independent” review sites
- Presenting a site the business controls as an independent source of reviews.
A simple process that stays within both
Ask everyone the same way
Send the same short request after every finished job, whether or not you think the customer was happy. Don’t screen customers first.
Offer nothing in return
The FTC rule allows incentives that aren’t tied to sentiment, but Google treats discounted or paid reviews as incentivized. The safest choice for Google reviews is no incentive at all.
Only message people who agreed to hear from you
Send the request to customers who gave you their contact details for that purpose, and honor any request to stop.
Make it easy
Include the direct link to your review page so it takes seconds.
Answer complaints directly
If a customer replies with a problem, fix it. Never pressure anyone to change or remove an honest review.
How Keystone handles review requests
Keystone’s review requests follow this process: one request per finished job, the same wording for every customer, only to customers with consent on record, and a direct link to your review page. We never write or buy reviews.
This guide is general information, not legal advice. If you have questions about your situation, talk to your own lawyer.
Sources
- The Consumer Reviews and Testimonials Rule: Questions and Answers Federal Trade Commission Read 2026-10-21.
- Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials Federal Trade Commission, August 2024
- Incentivized or Biased Reviews Google Maps User Contributed Content Policy Help Read 2026-10-21.
Common questions
Can I offer a discount for a review?
The FTC rule doesn’t ban incentives that aren’t tied to a positive or negative sentiment, but Google treats reviews “influenced by a payment, discount, free goods or services” as incentivized. For Google reviews, don’t offer anything.
Can I ask only my happy customers?
Ask everyone the same way. The FTC exempts general requests sent to purchasers, and choosing who to ask based on how happy they seem invites trouble with review platforms.
Can my employees review the business?
Reviews from employees or other insiders need the relationship disclosed clearly. Most businesses simply don’t ask staff to post reviews.
Related
Review requests
A short, well-timed request for an honest review after each finished job, sent only to customers who agreed to hear from you.
CAN-SPAM checklist
The FTC’s seven CAN-SPAM requirements for marketing email, in plain English: honest headers and subject lines, your address, a working opt-out, and more.
Cleaning services
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