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Google reviews for contractors: what's legal and what gets you fined
The FTC's rule (16 CFR Part 465) bans writing, creating or buying fake reviews, and giving compensation conditioned on a positive opinion. Civil penalties can reach up to $53,088 per violation. Asking customers for reviews is not banned, but Google is stricter: it allows no incentives at all (no discounts, no gifts) and doesn't allow asking only your happy customers.
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What the rules say (official text)
“It is an unfair or deceptive act or practice and a violation of this part for a business to provide compensation or other incentives in exchange for, or conditioned expressly or by implication on, the writing or creation of consumer reviews expressing a particular sentiment, whether positive or negative…”
In plain English: giving compensation or incentives in exchange for reviews that express a particular opinion, positive or negative, is illegal.
“Section 5(m)(1)(A) of the FTC Act, 15 U.S.C. 45(m)(1)(A)—$53,088;”
In plain English: the maximum is $53,088 per violation. A court imposes it, generally for knowing violations.
“We do not allow merchants to: Offer incentives – such as payment, discounts, free goods and/or services - in exchange for posting any review… selectively solicit positive reviews from customers.”
In plain English: Google allows no incentives (payment, discounts, free goods or services) and no asking only your happy customers. Google does allow asking for reviews of real experiences, without incentives.
What you can and can't do
Ask all your customers for reviews
It's legal and Google allows it, as long as you offer nothing in return.
A direct link or QR code
Send it by text when the job is done.
Reply to every review
Calmly and with facts, including the bad ones.
Writing, creating or buying reviews
Fake reviews: banned by rule 465.2.
Discounts or gifts for a review
The FTC bans incentives tied to a positive opinion (465.4). Google bans any incentive.
Asking only the happy ones
Google bans it: ask everyone.
Threatening or hiding reviews
Rule 465.7 bans threats to stop a review, and claiming you show all reviews when you hide some.
Employee or family reviews, undisclosed
They need a clear disclosure of the relationship (465.5). Google can remove them as a conflict of interest.
How to get more real reviews
Ask all your customers
When the job is done, every customer, not only the happiest ones.
A direct link or a QR code
One that opens your Google profile so they can review in one tap.
Put the link on your website and estimates
A “Leave us a review” button on your website and on every estimate.
Reply to every review
Calmly, with facts, no fighting. Never threaten a customer to make them delete it.
Quick recap
- Don't buy or make up reviews.
- No discounts or gifts in exchange.
- Ask everyone, with a link.
- Reply to every one.
We'll check your website and Google profile for free
Send us the link to your website and we'll tell you what it's missing to get more reviews and more calls. No strings attached.
Frequently asked questions
Can I offer a discount for a Google review?
No. Google bans incentives (payment, discounts, free goods or services) in exchange for reviews, and the FTC bans compensation conditioned on a positive or negative opinion (16 CFR 465.4).
Is it illegal to ask my customers for reviews?
No. Neither the FTC rule nor Google prohibits asking. Ask everyone, offer nothing in return, and don't try to influence the rating.
Can I ask only my happy customers for reviews?
Google doesn't allow it: it bans selectively soliciting positive reviews. Ask all your customers.
How big is the FTC penalty for fake reviews?
Up to $53,088 per violation (16 CFR 1.98). A court imposes it for knowing violations; it isn't automatic. Google doesn't fine you: it can remove reviews or restrict your profile.
Can I threaten or hide a bad review?
No. Rule 465.7 bans threats or intimidation to stop a review, and claiming your site shows all reviews when you hide some by rating. Reply calmly instead.
Can my employees or family leave reviews?
It's risky. Reviews from owners, employees or relatives need a clear disclosure of the relationship (465.5), and Google can remove them as a conflict of interest.
Official sources
- 16 CFR Part 465 (eCFR)
- 16 CFR 465.4 (Cornell LII copy)
- 16 CFR 1.98: civil penalty amounts (eCFR)
- FTC: reviews rule Q&A
- FTC: press release, August 2024
- Google Maps: prohibited and restricted content
We're not lawyers. This guide is general information, not legal advice. For your specific case, talk to an attorney.
