How US Businesses Can Ask for Google Reviews Without Breaking FTC Rules

Short answer: ask every customer, not just the happy ones, for an honest review shortly after the job — using a direct review link, a QR code, or a message to their cell phone. Never offer anything in return, and never filter who gets asked based on how satisfied they seemed.

The FTC's Trade Regulation Rule on the Use of Consumer Reviews and Testimonials, in effect since 2024, directly addresses this: it bans buying reviews, writing or dressing up fake ones, and offering incentives tied to a review's content or removal. Google's own policies say the same thing — reviews must reflect a genuine experience.

What "review gating" actually means

Review gating is asking customers how they felt first, then routing only happy ones to Google while steering unhappy ones somewhere quiet. The result is a profile that no longer reflects real experiences — which is exactly the kind of misleading impression the FTC rule targets, and Google prohibits it outright.

The fair alternative: send the identical review link to everyone, and separately give every customer an easy way to reach you if something went wrong.

When to ask

• Right after a positive moment: a finished job, a pickup, the end of an appointment.
• Ask in person first, then follow up with a message the same day.
• Ask once. Repeated requests annoy customers and can look like pressure.

Ways to ask

1. Direct review link — generate one from your Business Profile that opens the review form directly.
2. QR code printed on a receipt, counter card or invoice.
3. NFC card — a tap opens the same link; a tap is a visit to the form, not a submitted review.
4. A short, honest message:

Thanks for choosing us today. If you have a minute, an honest review on Google helps other customers in the area decide: [link]. If anything wasn't right, just reply here and we'll fix it.

Things to avoid

• Discounts, gift cards or sweepstakes entries offered for a review.
• Writing reviews for customers, or having staff review their own workplace.
• Asking only customers you already know were satisfied.
• Buying reviews from any third-party service — this is exactly what the FTC rule targets.

Checklist

• The same link sent to every customer
• No incentive of any kind attached
• A separate, easy route for complaints
• Staff trained on how to ask in person

Where Local SEO AI helps

Review requests creates branded review links, QR codes and NFC-ready links tied to your profile, and tracks link visits separately from actual submitted reviews — the platform never sends automatic texts or emails on your behalf; messages come from you. Once reviews start coming in, use review management to reply. Local SEO AI is software, not affiliated with Google as a partner, and live posting is awaiting Google's connection approval. See pricing, billed in GBP (£), or explore local guides for Chicago and Miami businesses.