2 min read · Updated
Which review rules can get me in trouble?
The short answer
The FTC rule bans fake reviews (including AI-written ones), rewards tied to a positive or negative review, and hiding bad reviews — with penalties up to $53,088 per violation. Asking only happy customers isn’t written in that rule, but it can still be a problem under the FTC’s Endorsement Guides, and Google clearly bans it, along with any reward for a review. The safe way is simple: ask every customer, the same way, with nothing in return.
What does the FTC rule ban?
The FTC (the US agency that protects shoppers) has a rule on reviews. It took effect on October 21, 2024. It bans fake reviews, including ones written by AI. It bans paying or giving something for a review on the condition that it’s positive (or negative). And it bans hiding or suppressing bad reviews.
Civil penalties can reach $53,088 per violation. That’s the 2026 figure, after the yearly inflation adjustment.
Is asking only happy customers against the law?
It isn’t written in the FTC rule itself. But it can still be a problem under the FTC’s Endorsement Guides, because it makes your reviews look better than your real record.
What do Google’s rules ban?
Google’s review policy clearly bans “review gating” — asking only happy customers for reviews. It also bans offering anything in return for a review, like a discount, even if you don’t ask for a good one.
Things that seem harmless but aren’t
- A discount or a gift card for leaving a review.
- Texting your review link only to customers who said they were happy.
- A “Were you happy? Yes → Google, No → private form” setup.
- Writing reviews for customers, or having an app or AI write them.
- Pressuring or paying someone to take down a bad review.
What’s fine
- Asking every customer for an honest review.
- Sending one friendly reminder.
- Replying to every review, good or bad.
- Flagging a review that breaks Google’s rules, like spam.
- Showing real reviews on your website.
Watch what your vendors do
If a company offers to “boost” your reviews, ask exactly how. If they break these rules for you, your business is still the one at risk.
Do it yourself
- Stop any discount, gift or prize tied to reviews.
- Send your review request to every customer, not just the happy ones.
- Remove “only if you’re happy” wording from your texts, cards and signs.
- Never write reviews for customers — not even with AI.
- Ask any vendor who touches your reviews to explain exactly what they do.
- Read the FTC and Google pages linked in Sources below.
Want us to do it?
Review requests that follow the rules
After each job, one polite text with your Google review link. Every customer gets the same request, with nothing offered in return.
$200 one-time, added to your website
Not sure what you need? The free check looks at how your business shows up online.
Sources
- eCFR · Federal Trade Commission (2024): Trade Regulation Rule on the Use of Consumer Reviews and Testimonials (16 CFR Part 465)
- Federal Register · Federal Trade Commission (2026): Civil penalty inflation adjustments. The 2026 adjustment: up to $53,088 per violation.
- Federal Trade Commission: Consumer Reviews and Testimonials Rule: questions and answers
- Google: Maps user-contributed content policy
Last checked . This guide is general information, not legal advice.