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How to ask customers for Google reviews legally
By PresenceOK · Updated October 26, 2026
Ask every customer the same way, never offer anything in exchange for a review, and never write, buy or filter reviews. Asking is allowed and smart. Gating, incentives and fake reviews are not.
This is general information, not legal advice.
The three rules that matter
1. Ask everyone, not just happy customers
"Review gating" means checking whether a customer is happy first and only sending the review link to happy people. Google's policies prohibit selectively asking for positive reviews. Send the same request to every customer.
2. No incentives
No discounts, free services, free desserts, gift cards or raffle entries for a review. Google doesn't allow incentivized reviews, and the FTC's rule on consumer reviews and testimonials (in effect since October 21, 2024) bans incentives conditioned on a positive or negative review.
3. No fake reviews
Don't write reviews for your own business, have staff or family do it, or pay anyone for reviews.
Sample wording
"Thanks for coming in today. If you have a minute, we'd appreciate an honest Google review: [your review link]"
It says "honest," doesn't mention stars, and goes to every customer. Get your direct review link in your Business Profile under Ask for reviews.
Sources
FAQ
Can I give a discount for a Google review?
No. Google doesn't allow incentivized reviews, and the FTC rule bans incentives tied to a positive or negative review.
Can I only send review requests to happy customers?
No. That's review gating. Send the same request to every customer.
Is it OK to text customers asking for a review?
Only text customers who gave you their number, identify your business, and honor opt-outs. Business texting also has carrier registration rules, so many businesses stick to email or a printed QR card.
PresenceOK drafts a reply to every new Google review for independent local businesses, by email, and posts it once you OK it. $39/month founding rate, first 30 days free. Start here or email hello@presenceok.com.