Asking for and responding to reviews: what's allowed and what's not
Reviews help people choose, and according to Google, more reviews and positive ratings can help your position in local results. That's exactly why there are strict rules, from Google and in the law. In this article you'll read how to ask for reviews fairly, what's not allowed, how to respond, and when you can report a review.
Asking for reviews fairly
In your Google Business Profile you'll find a link and a QR code that take customers straight to the review form. Customers need a Google account; this can also be an account with an email address other than Gmail. Good moments to ask:
- in the email after delivery or after the appointment, with the link;
- on the receipt, packing slip, or a card, with the QR code;
- verbally, if a customer shows they're satisfied.
Wait until the customer has actually received the product or service. The ACM advises against asking for a review immediately after the order or payment. And ask everyone, not just customers you expect a good review from.
What's not allowed according to Google
| Not allowed | Example |
|---|---|
| A reward for a review, including to change or remove a negative review | Discount on your next order if you post a review |
| Selective asking: only asking satisfied customers, or discouraging negative reviews | Asking "Were you satisfied?" first and only sending the review link if "yes" |
| Pressure to write a review on the spot | Making the customer wait at the checkout until the review is posted |
| Reviews with a conflict of interest | Reviews by yourself, (former) employees, family, or business partners, or bad reviews on a competitor's page |
| Purchased reviews, including payment in kind | Buying reviews from a "review agency" |
What the law says
Since 28 May 2022, stricter rules have applied to online sellers in the Netherlands, as a result of the European Omnibus Directive. They are set out in the Dutch Civil Code, under unfair commercial practices. The main points:
- Fake reviews are always prohibited. Posting or having fake reviews posted, or misleadingly presenting genuine reviews to promote your products, is on the blacklist (Article 6:193g Dutch Civil Code).
- Don't simply claim that reviews come from genuine customers if you haven't reasonably verified that this is the case.
- State how you check reviews. If you display reviews on your own website or in your webshop, you must state whether and how you verify that they come from people who actually used or purchased the product (Article 6:193e Dutch Civil Code).
The ACM, the supervisory authority, adds: don't only show the reviews that suit you, state if a review was paid for, and you're partly responsible if another company collects reviews on your behalf.
Displaying your reviews on your own site? Then add a short, honest sentence, for example: "These are all Google reviews from the past year, positive and negative. We do not check whether every reviewer actually bought from us." Don't include a rating of your own business in the structured data of your own site; see Your business details for Google: structured data (LocalBusiness).
Responding to reviews
As the owner, you can respond to any review. Google gives these tips:
- Keep it short and personal, and address what the reviewer writes. No standard thank-you and no advertising.
- Never share personal details of the reviewer.
- For a complicated issue, politely ask for contact by phone or email.
Prospective customers mainly read your response to a negative review. Compare "We never get complaints, you were late yourself" with "I'm sorry to hear the delivery arrived a day later than agreed. That shouldn't have happened. I'll call you tomorrow to make it right." The second response acknowledges the problem and promises something concrete. Don't offer a discount in exchange for changing the review: that's a reward.
Reporting an unjustified review
Does a review violate Google's policy, for example with swear words, personal details, a review about a different business, or a competitor badmouthing you? Then report it from your Business Profile. Google usually assesses this within a few days. A review that's merely negative won't be removed: don't report it just because you disagree with it. If Google rejects your report, you can appeal once.