In today’s world, where everyone is a reviewer, businesses thrive or dive based on the opinions of the masses. Yelp reviews, Google ratings, Facebook recommendations—your business lives under constant scrutiny. If that sounds a little nerve-wracking, it’s because it is. Consumers now have more power than ever to shape your brand’s reputation.
So naturally, many businesses seek ways to tip the scales in their favor. Enter review gating. But here’s the catch: Google doesn’t play around with this practice, and neither does the FTC. Let’s break down what review gating is, why it’s risky, and how you can generate honest reviews without crossing any legal lines.
What is Review Gating?
Review gating is when a business only asks satisfied customers to leave a review while discouraging negative feedback from becoming public. Sounds harmless, right? Well, Google, the Federal Trade Commission (FTC), and most review platforms beg to differ. The process usually starts by privately soliciting feedback and gauging a customer’s sentiment. If the response is positive, the business encourages that customer to leave a glowing review on Google or Yelp. If it’s negative? The review goes no further.
Here’s an example:
Hotel Receptionist: “Did you enjoy your stay?”
Customer: “Yes, it was fantastic!”
Receptionist: “Great! Could you leave us a review on Google?”
Sounds innocent, but that subtle “Great!” followed by the review request is what tips this into review gating territory.
What Does Google Say About Review Gating?
In a nutshell? Google hates it. They’ve made it clear in their guidelines that gating reviews is considered deceptive and will land your business in hot water. If Google suspects review gating, they can remove all of your reviews—yes, even the glowing ones.
The problem is that review gating is not always obvious. Your customer service team could be unknowingly walking into dangerous territory just by asking for reviews in a way that seems conditional.
Here’s the harsh reality: You can’t cherry-pick reviews. Every customer, whether thrilled or irked, must be invited to share their experience. Otherwise, Google might hit the reset button on your review history. And let’s be real, that’s a nightmare scenario for any local business.
Is Review Gating Illegal?
While review gating lives in a morally gray area, it’s recently gotten a lot more attention from regulators. The FTC’s Consumer Review Fairness Act put the hammer down on businesses that prevent customers from leaving honest feedback. The law initially targeted businesses that used contracts to ban negative reviews. But more recently, the FTC has zeroed in on review gating, signaling that they’re ready to tackle deceptive practices.
In 2022, Fashion Nova was slapped with a $4.2 million fine for selectively displaying only positive reviews. The FTC claimed this deceived consumers, which is flat-out illegal.
If you think your business can fly under the radar, think again. The FTC has made it clear: If you gate reviews, you’re on their radar.
What Are the Risks of Review Gating?
The temptation to filter out negative reviews can be strong. After all, no one likes seeing a one-star rating hanging out next to their otherwise pristine review average. But here’s the thing—negative reviews aren’t all bad. They can actually be an opportunity.
Responding to negative reviews shows potential customers that you care about improving and addressing concerns. Plus, addressing those concerns openly builds trust. But if you engage in review gating, you risk more than just angry customers. You risk:
A complete wipeout of your Google reviews.
Massive fines from the FTC, especially if they catch wind of your practices.
A hit to your business’s credibility—consumers are smart, and they can smell filtered reviews from a mile away.
Is Review Gating Allowed on Google?
Short answer: No. Google does not allow review gating. If they detect that you’ve been filtering reviews, they can remove all the reviews you’ve accumulated, leaving you with a big, fat zero-star rating.
And let’s be honest, that’s going to hurt—both your ego and your bottom line.
The Right Way to Ask for Reviews
So, what’s the right way to build your review profile without gaming the system? Simple: Ask for feedback from everyone, good or bad. One way to dodge review gating is by being strategic about your review requests. Instead of directly asking for reviews, ask for feedback.
Here’s how:
Step 1: Send a simple email asking for feedback on the customer’s experience. Keep it neutral, and don’t mention reviews.
Step 2: Follow up with a review request for every customer, no matter what feedback they provide.
Not sure how to word it? There are tons of templates out there, and we’ve compiled the best ones to ensure your business is on the up and up. By keeping the request unbiased, you’ll build a collection of authentic and legitimate reviews, which Google and potential customers love.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
Comments