How to ask customers for reviews without breaking the rules

Is it okay to ask customers for reviews?

Yes. Google says you can remind customers to leave a review, and it suggests sharing a link or a QR code. What you cannot do is pay for reviews, trade gifts for them, write them yourself, or only ask people you expect to be happy.

Reviews matter. In BrightLocal's 2026 survey, 97% of consumers said they read reviews for local businesses. Another BrightLocal study found that 65% of consumers who rejected a business did so for a reason tied to reviews, such as bad reviews, a low rating, or no reviews or only old ones. These are survey results, and BrightLocal sells local marketing tools, but the direction is clear.

How do you make it easy for customers?

Give people a direct link. In your Google Business Profile, look for "Read reviews," then "Get more reviews." You can copy a link or download a QR code. A QR code is a square barcode that a phone camera can scan. Google notes that you can only create the QR code from a computer.

You can share the link in several ways:

In a text message or email after the job is done.
On a receipt or invoice.
On a small card handed to the customer.
As a QR code displayed in your shop.

The fewer steps a customer needs, the more likely they are to finish.

What does Google not allow?

Google's rules are clear. Do not do any of the following.

Offer incentives. Google says offering free or discounted goods or services in exchange for a review is prohibited. This includes offering something to change a review or to remove a negative one.
Only ask for good reviews. Google's policy says businesses must not discourage negative reviews or selectively solicit positive ones.
Pressure people on your premises. Do not require or pressure customers to leave a rating while they are in your place.
Tell people what to write. Do not ask for specific content, such as naming a particular staff member.
Use fake accounts or paid reviewers. Reviews must come from real experiences.
Hide a conflict of interest. Reviews from current or former staff, partners or friends who have a connection to you can be removed.

Google can remove reviews that break these rules, so shortcuts can leave you with fewer reviews than you started with.

What does the FTC rule say?

The Federal Trade Commission, or FTC, is the U.S. agency that protects consumers. Its Consumer Reviews and Testimonials Rule took effect on October 21, 2024. Here is what it bans:

Fake or false reviews and testimonials, including fake ones created with AI.
Selling reviews you know are fake.
Paying for reviews that must express a certain opinion.
Using false claims, threats or intimidation to suppress reviews.
Using fake social media followers to inflate influence.

The rule applies to businesses, and also to advertising agencies, PR firms and review brokers. The FTC says courts can impose civil penalties for knowing violations.

The FTC also says the rule does not ban giving a reward for reviews as long as it does not depend on what the review says. Even so, Google's own policy forbids incentives, so for Google reviews the safe answer is not to offer any.

On asking only happy customers, the FTC says the rule does not explicitly ban it, but it may still break the law against deceptive practices. Google's policy is stricter. So ask everyone.

What is a fair way to ask?

Ask every customer the same way, at the same point in your process. Do not choose who to ask based on how you think they feel. Here is a simple message you can adapt:

"Thank you for choosing us. If you have a minute, we would appreciate an honest review on Google. Here is the link: [link]."

Notice what this does not say. It does not say "five stars," it does not promise a gift, and it does not ask for a certain comment.

If you also want private feedback, you can offer a separate way to reach you, such as a phone number or email. But give every customer the public link as well. Do not use a private option to steer unhappy customers away from reviewing. That is our advice, based on Google's rule against selective asking.

How should you reply to reviews?

Google asks businesses to reply in a professional and polite way and to keep replies short and simple. Do not use a reply to offer deals. Respond to negative reviews in a timely way, and make the reply personal.

A calm reply to a bad review is worth the effort, because future customers read it too. Thank the person, say you are sorry for their experience, and offer to talk offline. Do not argue, and do not share private details about the customer.

Quick checklist

I ask every customer, not only the happy ones.
I use the same simple words each time.
I give a direct link or QR code.
I never offer discounts, gifts or free items for reviews.
I never ask for a certain star rating or certain words.
I never write reviews for my own business or pay anyone to write them.
I do not ask staff, family or close friends to review.
I do not pressure people to review while they are in my shop.
I reply to reviews politely and briefly, good or bad.

What if you already did something on this list?

Stop doing it now. Do not delete honest reviews you do not like. If a review is truly fake or breaks Google's rules, you can report it to Google. For anything legal, speak to a lawyer. This post is general information, not legal advice.

If you would like help with this, ask your Liftofly representative or contact us.

Want help with this? Ask your Liftofly representative, or send us a message.