At first glance, it might seem like a simple idea. Offer customers a small incentive, get a glowing review, and watch your online reputation soar. You may even think, “Everyone does it, what’s the harm?”
The truth is paying or incentivizing customers for reviews is more than just a bad idea. It’s dishonest, it’s against Google’s rules, and it could land your business in serious trouble.
Google’s Hardline Stance
Google takes reviews very seriously. Their Maps User Contributed Content Policy makes it clear: businesses may not offer money, discounts, free products, or any other perks in exchange for reviews. This holds true even if the reviewer discloses the incentive.
Why? Because reviews are meant to be authentic and unbiased reflections of real customer experiences. Once money or rewards enter the picture, the authenticity disappears.
If Google detects that a business is incentivizing reviews, consequences can be severe:
- Reviews may be removed
- New reviews can be temporarily blocked
- Your Google Business Profile can be suspended
- In extreme cases, legal action can follow against organized fake review schemes
The FTC’s Position
The Federal Trade Commission (FTC) has also stepped up enforcement. In 2024, the FTC announced tougher penalties for businesses that buy, sell, or manipulate reviews. Civil fines are now on the table.
Legally speaking, the FTC allows businesses to incentivize reviews as long as:
- The incentive is for any review (positive, neutral, or negative)
- The reviewer clearly discloses that they received compensation
However, this is where things get tricky: while the FTC allows disclosed incentives, Google’s policy does not. Even a perfectly disclosed, honest review with an incentive attached still violates Google’s rules.
A Real-World Example
Not long ago, a motorsports retailer tried to boost their reputation the fast way. Every time someone purchased a vehicle, the salesperson handed them a glossy printed card. On one side, it requested a Google review. On the other side, it promised a free item if the review was positive.
It didn’t take long for word to spread. Soon after, Google penalized the business, blocked new reviews, and left their credibility in tatters. Worse still, customers recognized the ploy as manipulative and unethical. The damage wasn’t just digital, it was reputational.
The Best Ethical Practice
There’s nothing wrong with asking for a review. In fact, it’s encouraged. Many businesses use third-party vendors that help request and manage reviews in a way that complies with the rules.
The best approach is the honest one:
- Focus on delivering excellent service
- Be transparent in your requests
- Never tie rewards to customer feedback
When customers leave reviews because they genuinely value your business, the feedback carries real weight and that’s what drives lasting growth.
Why Integrity Wins Every Time
Your website and your online presence are the face of your company. Paying for reviews is gambling with your reputation, and in the long run, it always backfires.
Eventually, you will be caught. You will be penalized. And you will lose both credibility and revenue.
The ethical path may take more time, but it builds trust, strengthens your brand, and creates the kind of reputation that no shortcut can ever buy.
John Jordan
Vice President – Customer Growth and Experience
