Unlike Yelp, which bans businesses from soliciting reviews, Google allows businesses to request them.
And with 95% of consumers reading customer feedback before making a purchase, the value of having positive online reviews is undeniable.
However, this also leads some to try tactics that allow them to filter out reviews and skew customer feedback more positively – a practice known as Google review gating.
First things first: “gating” reviews can have serious repercussions. It not only violates Google’s policies but also risks legal action from the Federal Trade Commission (FTC), which takes deceptive practices seriously.
This guide covers the following topics to help you run a compliant and ethical review strategy, avoid penalties and build trust.
• What Is Review Gating?
• The FTC’s Stance on Review Gating
• Google Review Policy: What Google Says About Review Gating
• Legal and Financial Consequences of Non-Compliance
• The Importance of Unbiased Customer Feedback
• Best Practices for Compliant and Ethical Review Management
• How Thrive Local Helps You Stay Compliant With FTC Guidelines and Google Review Policy
What Is Review Gating?
Review gating is when businesses selectively encourage only satisfied customers to leave public reviews, often on platforms like Google. Meanwhile, unhappy customers are asked to provide private feedback.
While this might seem like a good, harmful strategy to protect your reputation, it’s critical to remember that review gating keeps negative feedback hidden and distorts the accuracy of client reviews. More importantly, it’s prohibited by Google and can lead to penalties.
What Review Gating Looks Like
Before we discuss what regulating agencies and review platforms say about review gating, it helps to understand what it looks like in practice.
One example of review gating is when a business (a restaurant, for example) sends post-dining surveys to its customers. If customers select “Very Satisfied,” they are prompted to leave a Google review with a direct link.
However, if they select “Neutral” or “Dissatisfied,” they are directed to an internal form, bypassing the public review process entirely.
With this Google review gating tactic, only positive experiences are made public. Meanwhile, neutral or negative experiences are funneled into a private feedback system.
The FTC’s Stance on Review Gating
The Federal Trade Commission (FTC) takes a strict stance against review gating. In January 2022, it released updated guidelines for review platforms, emphasizing that all reviews (both positive and negative) should be treated equally.
In its guidance document, the FTC explicitly prohibits businesses from requesting reviews only from people they expect to leave favorable feedback. Additionally, companies are not allowed to offer incentives for positive reviews or to suppress negative reviews.
A major online fashion retailer was fined $4.2 million in 2022 for blocking negative reviews. Reviews with a star rating of less than 4 out of 5 were never posted; instead, they were parked for “company approval.”
This case highlights how seriously FTC review gating violations are treated, emphasizing the need for transparent and authentic customer feedback practices.
Google Review Policy: What Google Says About Review Gating
Google strives to keep information on its platform reliable and accurate, especially for those looking for the best products or services for their needs. As such, it enforces strict guidelines to prevent review gating and manipulation of online reputation.
According to the Google review removal policy, reviews that are fraudulent, irrelevant or contain personal details are subject to removal. Customer feedback must come from real consumer experiences.
In line with the FTC’s guidelines, the search engine giant also considers reviews generated from review gating as “deceptive content.”
Failing to comply with Google review gating policy guidelines can lead to serious consequences, such as removing reviews. In some cases, the search engine may even erase an entire review history if evidence of gating reviews is found, which can severely impact a company’s online presence.
Legal and Financial Consequences of Non-Compliance
While businesses may think avoiding negative Google business reviews and complaints is worth the risk, the repercussions can be far-reaching if discovered.
Companies caught manipulating reviews face fines from the FTC. Under the Google review removal policy, Google also has the right to remove manipulated reviews or flag suspicious activity. This not only affects a business’s online visibility but also sends a warning to potential customers.
More damaging is the hit to a company’s reputation. According to the 2023 Edelman Trust Barometer, 71% of consumers prioritize brand trust more than ever.
Once consumers realize reviews are being manipulated, trust quickly erodes, leading to decreased sales and higher customer acquisition costs. Unfortunately, the resulting reputational damage can also make it harder to attract new customers.
Selectively soliciting customer feedback not only violates the review gating Google policy but also poses a serious threat to a business’s long-term success and sustainability.
The Importance of Unbiased Customer Feedback
Unbiased customer feedback, including positive Google business reviews and complaints, creates a win-win scenario for both businesses and consumers.
For companies, it offers a clear view of what’s working and what needs improvement. This can prove helpful in improving products or services and even driving business growth.
Additionally, accepting and responding to negative feedback demonstrates a commitment to customer care, fostering trust and potentially leading to higher customer satisfaction and retention.
For customers, having their feedback heard builds trust and fosters a more personalized experience. Businesses acting on their input makes them feel seen and valued. Seeing unbiased reviews also helps other customers set realistic expectations of products or services and make informed purchasing decisions.
5 Best Practices for Compliant and Ethical Review Management
Gating reviews is simply not worth the legal or reputational risks. Fortunately, it’s possible to ask for and receive positive feedback while staying compliant with the FTC’s standards and the review gating Google policy.
Here are some ways to generate more reviews for your business while protecting your online image:
1. Encourage Feedback From All Customers
Avoid asking only satisfied customers for reviews. Give all clients or consumers an equal chance to leave feedback, regardless of their experience.
Here are some ways to do that:
• Use Multiple Channels: Offer flexibility by allowing customers to choose where they leave reviews.
• Train Staff To Mention Reviews: A quick reminder during interactions reinforces the importance of feedback.
• Send Follow-Up Emails or Texts: Include direct links to review platforms after each purchase. A Spiegel Research Center research reveals that 80% of online reviews come from follow-up requests.
2. Publish All Reviews
Selectively showcasing positive feedback not only violates FTC review gating guidelines but also creates an inaccurate picture of your business. In reality, no company is perfect. Moreover, almost seven out of 10 consumers don’t trust a high review rating unless there are a lot of reviews.
The Google review gating policy also discourages this practice. A mix of positive and negative reviews is recommended, as it makes your business appear more authentic.
More importantly, what matters is how you handle negative reviews. While 94% of consumers avoid businesses with bad reviews, 45% are more likely to visit if the company responds professionally.
Promptly handling issues shows your commitment to customer satisfaction and can even improve your reputation.
3. Respond to All Reviews
Beyond collecting and publishing customer reviews, responding to each one is essential. Whether expressing gratitude for positive feedback or addressing concerns from a negative review, a timely, thoughtful reply builds trust and strengthens customer relationships.
While the review gating Google policy focuses on preventing selective review requests, responding to all feedback openly enhances transparency. This further encourages genuine customer engagement and fosters long-term loyalty.
4. Regularly Monitor for Fake Reviews
Opening your business to all reviews requires regular monitoring to protect against fake or suspicious content. Platforms like Google have policies to help you maintain a fair and honest review system, but checking your reviews frequently for violations such as spam or fake content is essential.
Flag any suspicious reviews for removal under the Google review removal policy. This proactive approach ensures that only genuine feedback is visible, helping to safeguard your reputation and maintain trust with customers.
How Thrive Local Helps You Stay Compliant With FTC Guidelines While Boosting Your Review Strategy
With FTC’s guidelines on customer reviews, businesses must comply with regulations without sacrificing their online reputation. That’s why we take compliance seriously at Thrive Local.
Our review management software helps businesses gather reviews ethically and efficiently. Rather than blocking negative feedback, we’ve streamlined the review process, making it easier for customers to share their experiences, resulting in fewer negative Google business reviews and complaints overall.
Effortless Review Collection Process
Our improved system allows customers to submit reviews directly through email content, simplifying the process and reducing the likelihood of frustration. This approach skips unnecessary steps like landing pages, increasing the likelihood of receiving more positive reviews.
Compliant and Effective Review Generation
Thrive Local manages all your reviews in line with FTC standards, protecting you from penalties while encouraging honest, constructive feedback. Our goal is to build you a compliant and efficient review management strategy so you can maintain a solid, authentic online presence.
Ready To Let Honest Feedback Build Your Brand?
When customers read reviews, they expect honest and reliable feedback. Thrive Local is here to help you achieve this by adhering to FTC guidelines. Our review management system simplifies the process and ensures compliance without generating excessive negative reviews.
Want to see how we can help? Request a free demo or schedule a consultation with Thrive Local today to learn more.
