Asking customers for reviews: what the FTC, Google and the UK allow, and what they do not

What is allowed

The FTC's rule on reviews and testimonials, effective 21 Oct 2024, bars fake or false consumer reviews. The FTC's Q&A treats a business that emails every purchaser for feedback as an ordinary case; the rule allows incentives unless they are tied to sentiment. Google's contributed content policy allows asking customers for genuine experiences.

What is not

Google's policy says merchants may not selectively solicit positive reviews or use incentive-based reviews. Sending the request only to customers who seem pleased is selective solicitation. A law-firm summary says the UK's DMCC Act, in force since 6 April 2025, bans fake or undisclosed-incentive reviews and hiding negative reviews.

A flow that screens by satisfaction is the thing to avoid, whatever tool sends it.

Test the flow

Make test customers who are happy, unhappy, mid-complaint and opted out. Every customer who is not opted out gets the same request and link, with at most one reminder; a customer with an open complaint gets it once the complaint closes. Audit each branch for any condition on sentiment or rating.

Google's Business Profile API needs an application and a profile verified for 60 days or more, so many small sellers use a link instead.

• Same request for every eligible customer.
• No reward for a review at all.
• Held while a complaint is open, then sent once it closes.