What is review gating?
Review gating means checking how a customer feels before you ask for a public review. A text asks "How did we do?", customers who tap five stars get a link to Google, and everyone else gets a private feedback form. It can look harmless, because nobody is lying.
Google's Maps policy names it directly. Merchants may not "discourage or prohibit negative reviews, or selectively solicit positive reviews from customers"1. The same policy treats incentivized or biased reviews as rating manipulation that will be removed from Maps, and bars offering "payment, discounts, free goods and/or services" for posting any review1. What Google does allow is asking for reviews of genuine experiences "without offering incentives to do so or attempting to influence the rating"1.
| What the business does | Google Maps policy | FTC rule and guides |
|---|---|---|
| Asks every customer for a review, the same way | Allowed, without incentives or steering the rating | Allowed, even if it says it hopes for good reviews |
| Asks how the customer felt, then sends only happy customers to Google | Not allowed: selectively soliciting positive reviews | No specific ban in the rule; may be unfair or deceptive under the Endorsement Guides |
| Offers a discount or gift for any review | Not allowed; such reviews are removed | Allowed if the review need not be positive; the incentive should be disclosed |
| Rewards only positive reviews | Not allowed | Unlawful under 16 CFR 465.4 |
| Hides negative reviews on its own site while implying all are shown | Not covered in the section we checked | Unlawful under 16 CFR 465.7(b) |
| Threatens a reviewer with a groundless lawsuit to get a review removed | Not covered in the section we checked | Unlawful under 16 CFR 465.7(a) |
Is review gating illegal?
Not by name, but it is risky. The FTC's Rule on the Use of Consumer Reviews and Testimonials, 16 CFR Part 465, took effect on 21 October 2024, and courts can impose civil penalties for knowing violations4. Asked whether a business may request reviews only from customers it thinks are happy, the FTC answers that the rule "does not contain a specific prohibition against such conduct" but that the practice "could violate the FTC Act"4.
The FTC's Endorsement Guides describe gating almost word for word. A marketer asks recent buyers for feedback, invites only the very positive ones to post reviews on third-party sites, and simply thanks the rest. The Guides say that may be unfair or deceptive if it makes the posted reviews substantially more positive. Inviting all recent buyers would not be, even if the marketer said it hoped for good reviews3.
Two things are banned outright by the rule. A business may not give compensation or incentives conditioned on a review expressing a particular sentiment, positive or negative2. And a business may not make the reviews shown on its own website look like most or all reviews while it suppresses the negative ones2.
Can you offer a discount for a review?
Not for a Google review. This is where the two rulebooks part ways. The FTC rule does not prohibit incentives for reviews as long as there is no express or implied requirement that the review be positive4. Google's policy bans incentives for posting any review at all, positive or not1.
So a coupon for "leaving us a review" may pass the FTC test and still get the reviews removed from your Google profile. Google also asks merchants not to pressure customers to review while on the premises, set staff quotas, or request specific content, such as a staff member's name1. A plain thank-you and a link is the version that satisfies both.
How should you ask for reviews instead?
Pick one moment that every customer reaches, such as the day after a job is finished or an order is delivered, and send everyone the same short message with the same link. "Thanks for choosing Rivera Plumbing. If you have a minute, we'd appreciate a Google review." followed by the link is enough. Do not ask for a star rating first, and do not ask for particular words.
Keep a way for unhappy customers to reach you, but offer it to everyone, not instead of the review link. Answer negative reviews politely and fix what you can; the FTC's rule bars groundless legal threats or intimidation aimed at getting a review removed2. If your software or chatbot sends the requests, check its settings for any rating screen before you switch it on.
Google can change its policy at any time, and the FTC's rule covers far more than this page does, including fake reviews and insider reviews. This page is general information, not legal advice. If reviews are central to how you sell, read the FTC's questions and answers in full4.