Asking for Google reviews the right way under UK consumer law

Short answer: send the same review request to every customer, happy or not, using a direct link or QR code shortly after the job. Never offer anything in return, and never sort customers into "ask" and "don't ask" piles based on how they felt. In the UK, that's not just Google's rule — it's now backed by the DMCC Act.

Searching "google business reviews" turns up plenty of generic tips, but UK businesses are working under a specific legal framework most competitors overlook. The Digital Markets, Competition and Consumers Act 2024 gives the Competition and Markets Authority stronger powers against fake and incentivised reviews, and the CMA's own guidance for businesses spells out what compliant review collection looks like.

What review gating actually is

Review gating means asking customers privately how they felt first, then only pointing satisfied ones towards Google while diverting unhappy ones elsewhere. The result is a profile that no longer reflects real experience — and both Google's policies and CMA guidance treat this as the kind of practice that misleads future customers.

The fair alternative: everyone gets the same review link, and separately, everyone gets an easy way to raise a problem directly with you.

Timing that works

Ask straight after a positive, natural moment — a finished job, a collection, the end of an appointment. Ask in person first if you can, then follow up with a message the same day. Ask once; repeated chasing puts customers off, whether they're in Manchester, Bristol or anywhere in between.

Practical ways to ask

1. A direct review link generated from your Business Profile that opens the review form immediately.
2. A QR code on a receipt, invoice or counter card.
3. An NFC card — a tap opens the same link; a tap is a visit to the form, not a submitted review.
4. A short message customers can act on straight away:

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

What to avoid entirely

Discounts, prize draws or free extras offered in exchange for a review sit squarely in the territory the CMA warns against. So does asking staff or their friends to review their own workplace, cherry-picking only satisfied customers, or buying reviews from any third-party service — practices that also show up as poor form on directories like Checkatrade and Trustpilot, not just Google.

Checklist

• The same review link goes to every customer
• No incentive of any kind, ever
• A separate, easy route exists for complaints
• Staff know how to ask in person, consistently

Where Local SEO AI helps

Review requests creates branded review links, QR codes and NFC-ready links tied to your profile, and counts link visits separately from actual reviews left. Messages are sent by you — the platform does not send automatic SMS or email requests on your behalf. Once reviews start arriving, use review management to reply consistently, and see pricing for plan details.