Review gating explained (and what to do instead)
By Dallas Mayne, Founder · Published · Last reviewed · 4 min read
Short answer
Review gating means asking "how did we do?" first and only sending happy customers to Google. Google's policy bans it. Send everyone the same Google link instead.
What review gating looks like
A typical gate asks the customer to rate the job first. Four or five stars? They're sent to Google. One to three stars? They're sent to a private feedback form instead, and never see the Google link.
Some tools still sell this. It feels harmless, but it filters out exactly the reviews Google wants people to see.
What Google says
Google's Maps content policy says businesses must not "discourage or prohibit negative reviews, or selectively solicit positive reviews from customers." A gate does both. Google also lists content that shows unusual patterns meant to manipulate a rating as something it removes.
What US rules say
The FTC's Consumer Reviews and Testimonials rule (16 CFR Part 465, published August 2024) covers review suppression. Section 465.7 bars businesses from using threats or intimidation to stop negative reviews, and from hiding reviews on their own website based on rating or negative sentiment while presenting the rest as all reviews.
The FTC rule doesn't use the words "review gating". But Google's policy is clear on its own, and hiding bad feedback carries risk on both fronts.
What to do instead
- Send every customer the same message with your Google review link. No rating step first.
- If you want private feedback too, offer it alongside the Google link, not instead of it.
- When a bad review comes in, reply calmly, fix what you can, and invite them to call you.
- On your own website, show your newest reviews whatever the rating, with your true average.
Common questions
- Can I send unhappy customers to a private feedback form?
- You can offer private feedback, but not as a replacement for the Google link. If only happy customers ever see the link, that's selectively soliciting positive reviews, which Google's policy bans.
- Can I show only my 5-star reviews on my website?
- In the US, the FTC rule (16 CFR 465.7) bars suppressing reviews on your own site based on rating or negative sentiment. Showing your newest reviews regardless of rating, with your real average, is the safe approach.
- Does Merciloop gate reviews?
- No. Every customer gets the same message with your Google review link. The review page always shows the Google link, and the website widget shows the newest reviews whatever the rating.
Sources
Official pages we checked on September 28, 2026. Rules change, so check the source before you rely on it.
- Google Maps: Prohibited and restricted content (user-contributed content policy)
- eCFR: 16 CFR Part 465, Use of Consumer Reviews and Testimonials (FTC)
- FTC: Consumer Reviews and Testimonials Rule, Questions and Answers
This guide is general information, not legal advice. If you're unsure about your situation, talk to a lawyer.