Asking customers for a Google review is allowed, sensible and one of the best things a local business can do. What gets businesses into trouble is how they ask. Two sets of rules apply to a UK business: Google’s own content policy, and UK consumer law. This is a plain-English guide to both.
I am not a lawyer, so treat this as a guide and check the official sources linked below, or take advice, if you are in doubt.
In short: you can ask every customer for an honest review. You cannot pay or reward people for reviews, ask only the happy ones, pressure people while they are on your premises, write reviews yourself, or get staff or family to write them. Google bans incentives outright, so labelling an incentive as an incentive does not make it safe on your Google profile.
Google’s user-contributed content policy covers reviews on Maps. The points that matter most to a business are:
Under the Digital Markets, Competition and Consumers Act 2024, the ban on fake reviews came into force on 6 April 2025. In plain terms, law firm CMS explains that it covers three things:
The Competition and Markets Authority (CMA) enforces the rules and can fine businesses up to 10 per cent of their global turnover. It published guidance for businesses in April 2025 and, in late March 2026, opened its first investigations. The practices it is looking at include not publishing negative reviews, offering discounts for reviews without making that clear, and staff writing reviews that look like they came from customers.
Those cases involve large brands and review platforms, but the principles apply just as much to a shop, a salon or a roofer.
UK law allows incentivised reviews if they are clearly labelled. Google does not allow incentives at all. That means “great, we will just say it is a discount for a review” is not a safe route for your Google profile. If you want reviews on Google, do not offer anything in return.
Keep the message short, friendly and neutral. Send it to every customer.
Thank you for choosing us. If you have a minute, we would be grateful for an honest review on Google: [your link]. It helps us, and it helps other people decide. If anything was not right, you can also tell us directly at [your email].
For a text message:
Thanks for using us today. We would value an honest review on Google, good or bad: [your link].
Google can remove reviews that break its policy, and its guidelines say it reserves the right to suspend profiles that violate them. Reviews that look paid for or written by staff are exactly the sort of thing both Google and the CMA are looking for, so the risk is not worth a handful of extra stars. If the worst happens, our guide to a suspended Google Business Profile explains the appeal process.
If you are getting started, our guide on how to get more Google reviews sets out a routine for asking. If a fake or unfair review is already on your profile, see how to remove a Google review. And if you would rather have review monitoring and reply drafts handled for you, that is part of Prime Position, our Google Business Profile management service.
No. Google does not allow payment, discounts or free goods or services in exchange for a review, even if you are open about it.
No. Reviews from current or former employees count as a conflict of interest under Google’s policy, and staff-written reviews are one of the practices the CMA has investigated.
No. Google does not allow you to selectively ask customers you expect to be positive. Send the same request to everyone.
Yes. Asking is fine. The law targets fake reviews, undisclosed incentives and misleading presentation of reviews, not honest requests.
Yes. A link or QR code on invoices, receipts, emails or posters is fine, as long as you ask everyone and do not pressure anyone.
