The short answer
Don't do it. Google bans offering discounts or anything else in exchange for a review. The ACCC says businesses that offer incentives for a positive review risk misleading consumers and breaching the law.
It's tempting. Ten percent off the next job, and the reviews roll in. But your reviews live on Google, and Google's rules are clear. This is general information, not legal advice.
Google's policy for reviews on Maps does not allow a business to:
Want to see how your reviews compare with the businesses near you, without any shortcuts? Get your Free 3R check.
The ACCC enforces Australian Consumer Law. On its page about online reviews, it says: "Businesses that offer incentives to people to write a positive review risk misleading consumers and breaching the law."
It also says: "It's against the law for a business to create fake or misleading reviews or to arrange for others to do so."
Back in 2013, the ACCC named "offering consumers generous incentives in exchange for reviews" as one of the practices that can mislead people.
The ACCC page also talks about incentives that are "applied regardless of whether the reviewer leaves a positive or negative review".
Even then, it's not OK on Google. Google's own policy bans incentives in exchange for reviews, full stop. Your reviews sit on Google, so Google's rules are the ones you have to live with.
Still something in exchange for a review. Google's policy lists payment, discounts, free goods and services. A prize draw entry, a voucher or loyalty points are the same idea in a different shirt. Leave them out.
Google says fake engagement "is not allowed and will be removed", and that covers reviews that "have been paid for, directly or in kind".
So the reviews you paid for can disappear. And a customer who reads "10% off for a review" on your card wonders what else you've paid for.
Ask every customer, the same way, as the job finishes. Send your review request the same day so it takes one tap to leave a review. Offer nothing back. You want honest reviews from every customer, happy or not.
The words are in What should I say when I ask a customer for a review? The full how-to is in How do I get more Google reviews for my business? And the rest of the rules are on our Reputation page.
This is general information, not legal advice. If you are unsure about your own situation, get your own advice.
About the author
Greg Hamlyn started out on the tools. He and his late wife Wendy then built their first business from $200,000 a year to well over $1 million in the first year, with no extra mechanics. He has been working with business owners since 2003. He co-founded OfficeStaff with Nick Lock to help Australian service businesses get more reviews, answer every customer and show up on Google. He will tell you if you are not a fit. Based on the Gold Coast.
Who publishes this: OfficeStaff.ai helps local businesses get found on Google, trusted through reviews and booked through their website and past customers.
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Ask every customer the same way as the job finishes, and send your review link the same day. The words to use and the shortcuts that break Google's rules.
Your Google listing, your website and your customer list are yours, always.
Ask us before you start.