How can I ask every customer for a Google review without breaking Google's rules?

How do I create a Google review link or QR code?

Open your Google Business Profile, select Read Reviews, then Get more reviews. Select Copy to take the review link. Google's “Create a Google link or QR code to request reviews” instructions say that you can generate the QR code only in a computer browser, not on a mobile device, and share the link or QR code directly.[^1]

Use this path to prepare one destination before placing the request in a receipt, message, email, or printed sign. Test the link before distributing it so the customer reaches the intended Business Profile.

Where can I share a Google review request?

Google's “Create a Google link or QR code to request reviews” instructions list receipts, thank-you emails, the end of a chat interaction, and a QR code displayed in the store.[^1] They also say you can send a request through email, WhatsApp message, or a Facebook post.[^1] These are Google's listed placements and channels, not a ruling that every channel is appropriate in every situation.

The Google reviews hub covers the wider review process, while Google Business Profile explains the profile that holds the review link.

What is a neutral review request workflow?

Use one repeatable workflow that gives every customer with a genuine experience the same opportunity to respond.[^2]

1. Create the Business Profile review link or QR code.[^1] Test the link before distributing it so the customer reaches the intended Business Profile.
2. Use a normal customer touchpoint for the request. Google lists receipts, thank-you emails, the end of a chat interaction, and printing and displaying the QR code in the store.[^1]
3. Invite an honest account of the customer's experience without asking for a positive rating or specific wording.[^2]
4. Let the customer choose whether to post, what rating to give, and what words to use.[^2]

After the customer has had the experience, a neutral request can say: “If you would like to share your honest experience, you can leave a Google review here: [review link]. Your rating and comments are up to you.”

This approach keeps the request open to the customer's actual experience. It does not turn the request into review gating, which is the practice of showing the public review link only to customers expected to respond positively.

What does Google prohibit in a review request?

Google's link and QR-code instructions explain how to create and share the request, and list placement examples.[^1] Google's Maps “Prohibited & restricted content” policy supplies the policy boundary: a request may invite content based on a genuine experience without incentives or attempts to influence the rating or review contents.[^2]

Google's “Tips to get more reviews” guidance also says reviews and other user contributions must reflect a genuine experience.[^3] It prohibits incentives for posting, changing, or removing a review.[^3]

What can I send by SMS?

If SMS is a normal customer communication channel for your business, use the same neutral invitation there as workflow guidance. Do not add a requested rating, a required phrase, a staff member's name, a reward, or a request that staff solicit a certain number of reviews.[^2]

Hi [first name], thank you for choosing [business name]. If you would like to share your honest experience, you can leave a Google review here: [review link]. Your rating and comments are up to you.

Google's link and QR-code instructions specifically list email, WhatsApp message, and Facebook post among the channels for a request.[^1] The SMS wording above applies the same neutral approach; it does not turn the placement examples into a permission to influence the review.

What can I send by email?

Google lists email as a review-request channel.[^1] Use a clear message that leaves the choice, rating, and wording to the customer:

Subject: Share your experience with [business name]

Hi [first name],

Thank you for visiting [business name]. If you would like to share your honest experience, you can leave a Google review here: [review link]. Your rating and comments are entirely up to you.

Thank you,
[business name]

As neutral workflow guidance, send the same kind of invitation to every customer with a genuine experience. Google says reviews must reflect a genuine experience,[^3] and its Maps policy prohibits selective positive solicitation.[^2]

Should I ask every customer or only happy customers?

Ask every customer who had a genuine experience, not only customers you expect to be positive. Google's Maps policy prohibits discouraging or prohibiting negative reviews and selectively soliciting positive reviews.[^2] Sending a private satisfaction survey first, then giving the public link only to people who respond positively, is review gating. A neutral request lets the customer decide whether the public record is positive, negative, or mixed.

Can I offer a discount or gift for a review?

No. Do not offer a discount, payment, free goods, or free services in exchange for a Google review.[^3][^2] Google's review guidance and Maps policy prohibit incentives for posting a review, changing a review, or removing a negative review.[^3][^2] Google also says reviews must reflect a genuine experience.[^3]

What is the difference between the FTC review rule and Google's Maps policy?

The FTC's 16 CFR § 465.4 and Google's Maps policy set different boundaries.[^5][^2] The FTC rule prohibits compensation or another incentive when it is exchanged for, or conditioned expressly or by implication on, the writing or creation of a consumer review expressing a particular positive or negative sentiment.[^5] Google's Maps policy prohibits incentives for posting any review, and also prohibits incentives for revising or removing a negative review.[^2] For a Google review, do not tie any incentive to the request.

Can an employee or family member leave a review?

Do not ask an employee, manager, agent, or immediate relative to post a review that presents a conflicted or undisclosed relationship as an independent customer experience. Google's Maps policy lists current or former employment, contractual or consulting relationships, and familial relationships as examples of conflicts of interest in rating manipulation.[^2]

Under 16 CFR § 465.5(a), an officer or manager's review about the business requires clear and conspicuous disclosure, unless, for a testimonial, the relationship is otherwise clear to the audience.[^5] Section 465.2(c) concerns a business procuring a review about the business or one of its products or services from an officer, manager, employee, agent, or immediate relative for posting on a third-party platform, when the business knew or should have known it materially misrepresented, expressly or by implication, that the reviewer exists, used or had experience with the product, service, or business, or had the experience described in the review.[^5] Section 465.2(d) excludes generalized solicitations to purchasers to post reviews or testimonials about their own experiences.[^5] Ask actual customers about their genuine experiences instead.

Can I display only positive reviews on my website?

The FTC's 16 CFR § 465.7(a) prohibits anyone from using an unfounded or groundless legal threat, a physical threat, intimidation, or a public false accusation in response to a consumer review, made with the knowledge that the accusation was false or made with reckless disregard as to its truth or falsity, to prevent a review or cause it to be removed.[^5] Section 465.7(b) prohibits a business from materially misrepresenting that reviews displayed on a website or platform represent most or all submitted reviews when suppressing them based on ratings or negative sentiment.[^5] The rule treats neutral criteria applied equally to all reviews, such as personal information, abusive content, or clearly false or misleading content, differently from sentiment-based suppression.[^5]

If you display selected reviews as examples or testimonials, do not misrepresent the scope of the set.[^5] Do not describe a selected positive set as the complete or typical record if negative reviews were withheld because they were negative.[^5]

What can I do instead of offering a discount for a review?

Use a neutral request that makes the next step clear, not a review-linked incentive:

• Ask every customer who had a genuine experience, not only customers expected to respond positively.[^2]
• Give every customer the same review link or QR code through a normal follow-up channel.
• Invite an honest account and let the customer choose whether to post, what rating to give, and what words to use.[^2]
• Do not discourage negative reviews, pressure customers to review on the premises, or request a specific number of reviews or a particular content detail.[^2]

The Google reviews hub covers the broader review process.

Is there a required waiting period or guaranteed result?

Google's current review-link and review-tips pages give placement and policy guidance.[^1][^3] They do not state a required waiting interval or a guaranteed result. Ask after the customer has had the experience, use a normal follow-up point for your business, and treat the message as an invitation rather than a promised outcome.

What does US law add to these Google rules?

US law adds a legal layer beyond Google's platform policy. Under 16 CFR § 465.4, compensation or another incentive cannot be exchanged for, or conditioned expressly or by implication on, the writing or creation of a consumer review expressing a particular positive or negative sentiment.[^5] The FTC rule defines consumer reviews to include ratings without written text and defines purchasing a review to include money, gift certificates, products, services, discounts, coupons, contest entries, or another review.[^5] Section 465.7 separately addresses threats used to prevent or remove reviews and suppressing reviews by negative sentiment or misrepresenting the scope of displayed reviews.[^5]

Google's policy is broader for this practical question because it prohibits incentives for posting any review, as well as for revising or removing a negative review.[^2] The common safe practice is a genuine, neutral request with no review-linked incentive.

What should I do after a customer posts a review?

Google's “Manage customer reviews” instructions say to verify the Business Profile before replying, then open Read reviews, select Reply beside the review, enter the response, and select Reply.[^4] Google reviews replies for policy compliance.[^4] Replies usually take up to 10 minutes to review, but sometimes a review can take up to 30 days.[^4] If a reply is not approved, Google asks the business to edit it.[^4]

Google's “Tips to get more reviews” guidance favors replies that are professional, polite, short, direct, honest, and conversational rather than promotional.[^3] How to respond to Google reviews covers the public reply itself, and Google review reply templates gives reusable wording for common cases.