Can you offer discounts or freebies in exchange for Google reviews?

The short answer

No. Google's policy lists offering incentives, such as payment, discounts, or free goods or services, in exchange for posting a review as prohibited. It also covers offering incentives to change a review, or to remove a negative one.

This applies even if the incentive is small, and even if you do not require a positive review. The problem is that the reward is tied to leaving one.

What counts as an incentive

• A discount, voucher or free item for leaving a review.
• Entering reviewers into a prize draw.
• Refunds, credits or upgrades offered in return for removing or editing a negative review.
• Paying individuals, or a service, to post reviews for you.

Situations that catch people out

• Prize draws: 'Review us and be entered to win' is an incentive, even though not everyone wins.
• Loyalty stamps or points for reviews: the same. A loyalty scheme that rewards purchases is fine, but a stamp for posting a review is not.
• Staff, family and friends: reviews posted by owners and employees are also against Google's conflict-of-interest rules, and asking them to post does not become safe because nobody paid them.
• Review swaps: agreeing with another business to review each other is an exchange, and counts as fake engagement.
• Charity donations per review: it feels generous, but it is still a reward tied to a review, so treat it the same way and avoid it. Donate separately and do not link the two.
• Rewarding only happy customers: choosing who to ask is a separate issue, covered in what is review gating.

What can happen

Reviews that Google finds were incentivised can be removed, which can make your review count drop overnight. Repeated breaches can lead to further action on the listing. Rival businesses and ordinary customers can also report reviews they suspect are incentivised. See Google's content policy for its exact wording.

What to do instead

• Ask, simply and to everyone. Most people are glad to help a business they liked if it is easy. See how to ask for Google reviews.
• Make it effortless with a QR code or tap card and a direct review link.
• Reply to the reviews you receive, which shows customers it was worth the minute.
• Thank customers afterwards, without having promised anything. A thank-you in return for a review you did not pay for is fine.
• Recognise your team for great service, rather than for the number of reviews they extract.

It is not only Google's rule

Consumer-protection law in several countries covers fake and paid-for reviews as well. In the UK, the Digital Markets, Competition and Consumers Act 2024, in force since April 2025, bans fake reviews, including commissioning them, and the Competition and Markets Authority's guidance says incentivised reviews must be disclosed and a reward must never depend on the review being positive. In the US, the Federal Trade Commission's rule on consumer reviews, in force since late 2024, bans fake reviews, buying reviews whose reward depends on their sentiment, and undisclosed reviews by company insiders.

These are general summaries, not legal advice, and the details change. Check the current official guidance for your country. The practical point is the same everywhere: ask for honest reviews, never attach a reward, and never choose who to ask by how happy you think they are.

Do customers get anything for leaving a review?

Not from the business. Google runs a programme called Local Guides that gives contributors points and badges for reviews and photos, but that is Google's programme, not a payment from you.