"Leave us a review and get 10% off your next visit." It sounds harmless, and it is still common. It is also one of the quickest ways to get reviews removed, a profile penalised or, in the US, a regulator interested.
Here is what the rules actually say, and what to do instead.
This is a plain summary, not legal advice.
The FTC rule
The US Federal Trade Commission's rule on consumer reviews and testimonials has been in force since October 2024. It bans offering compensation or other incentives in exchange for reviews that are conditioned, openly or by implication, on the review expressing a particular sentiment, positive or negative.
So "a free coffee for a five-star review" is clearly out. So is "a free coffee for a review", winked at with "we'd love to see five stars!" Civil penalties for knowing violations reached $51,744 per violation when the rule took effect, adjusted for inflation each year. Our full explainer is the FTC's fake review rule, explained for small businesses.
Google's policies go further. They prohibit offering or accepting money, products or services in exchange for reviews at all, whatever the sentiment. They also prohibit discouraging negative reviews or soliciting positive ones selectively.
Incentivised reviews can be removed, and profiles involved can face restrictions.
Yelp
Yelp asks businesses not to request reviews from customers at all, let alone reward them.
Other platforms
Most review sites and marketplaces have their own rules, and nearly all restrict incentives. Some run their own programmes where they control how products are sent to reviewers and require clear labelling. If you are not using a platform's official programme, assume incentives are not allowed.
What is still fine
- Asking every customer for an honest review, the same way, with no reward.
- Thanking reviewers in your public reply.
- Loyalty schemes and discounts that have nothing to do with reviews. Keep them completely separate. Do not mention reviews in the same message.
- Fixing a problem for an unhappy customer, as long as the fix does not depend on what they do with their review.
Grey areas to avoid
- Prize draws "for everyone who leaves a review". Google treats this as an incentive.
- Staff bonuses per review. These encourage pressure and selective asking. Reward service quality instead.
- "Review us and we'll donate to charity". Still an incentive under Google's rules.
Honest alternatives that work
- Ask at the right moment, in person or by message. See how to ask by text and email.
- Make it effortless with a QR code. See QR code review cards.
- Reply to every review, so customers see their words are read.
Most businesses that switch from incentives to consistent asking get more reviews, not fewer, and they keep them.
How Reputfy keeps you safe
Reputfy's review requests ask every customer the same way, never offer rewards, and keep a record of who was asked and when. Its Fair Review Pledge is one of the six criteria for the Reputfy seal, so customers can see your reviews were collected honestly.
