Discounts for reviews? What Google, the FTC and Canada say
By Dallas Mayne, Founder · Published · Last reviewed · 5 min read
Short answer
Don't offer anything for a Google review. Google bans incentives for any review, even honest ones. Ask politely and make it easy instead.
Google: no incentives, full stop
Google's Maps content policy says businesses must not offer incentives "such as payment, discounts, free goods and/or services" in exchange for posting any review, or for changing or removing a negative one. It lists incentivized reviews as rating manipulation, and says they will be removed.
That covers "10% off your next service for a review", gift cards, draw entries and free add-ons. It doesn't matter if the review is honest or if you'd accept any rating.
United States: the FTC rule
The FTC's rule (16 CFR 465.4) bars offering money or other incentives conditioned on a review expressing a particular sentiment, positive or negative. The FTC's Q&A says the rule doesn't ban every incentive, but failing to disclose an incentive can still break the FTC Act, and paying for 5-star reviews breaks the rule even if reviewers add a disclosure.
The rule also bans fake reviews (465.2) and requires owners and managers to disclose their connection when they review their own business, with related rules for employees and relatives (465.5).
Canada: the Competition Bureau
The Competition Act bans representations that are false or misleading in a material respect. The Competition Bureau's guidance on online reviews says consumers expect reviews to reflect real customers' experiences, and names giving customers incentives to leave positive reviews and having employees post reviews as problem practices. It says an undisclosed material connection, financial or otherwise, is a problem even when the review itself is honest.
What you can do
- Ask every customer, right after the job, with a direct link. Most people who had a good experience are happy to help when it takes one tap.
- Send one reminder, not five.
- Thank people who review by replying to their review, not with a reward.
- Keep customer rewards (referral bonuses, loyalty discounts) completely separate from reviews.
Common questions
- Can I enter reviewers into a monthly draw?
- Not for Google reviews. A draw entry is an incentive, and Google's policy bans incentives in exchange for posting any review.
- What if I give the discount whether the review is good or bad?
- Google still doesn't allow it: the ban covers incentives for any review, not only positive ones. The FTC rule focuses on incentives tied to a sentiment, but Google's policy is stricter.
- Can my employees review the business?
- Google treats reviews from current or former employees as a conflict of interest and removes them. The FTC rule and Canada's Competition Bureau also flag reviews from insiders.
- Can I thank customers who leave a review?
- Yes, with words. Replying to the review to thank them is encouraged. Just don't attach a reward.
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
- Competition Bureau Canada: Deceptive Marketing Practices Digest, Volume 1 (Online reviews)
This guide is general information, not legal advice. If you're unsure about your situation, talk to a lawyer.