GOOGLE ADDED A RULE ON FAKE AND PAID-FOR REVIEWS IN MARKUP.
Review stars in Google results come from structured data, and Google sets rules for what that markup can contain. In July 2026 Google added a guideline on fake and undisclosed incentivized reviews. If your website shows reviews or testimonials, or a vendor added review markup for you, here is what it says.
AT A GLANCE
By Conqueror Capital · Published
The change: Google added the review snippet guideline on fake and undisclosed incentivized reviews on July 24, 2026.1
WHAT CHANGED
On July 24, 2026, Google added a new guideline to its review snippet documentation about fake and undisclosed incentivized reviews. Google gave the reason as improving user review transparency.1
The guideline now reads: don't include fake or undisclosed incentivized reviews on your page or in your structured data markup.2 Google gives two examples:2
- Reviews that aren't based on a genuine experience of a product or service.
- Reviews written in exchange for a benefit, such as money, discounts, vouchers or free products, that don't clearly and prominently disclose the incentivization.
Note the wording: "on your page or in your structured data markup". It covers the reviews visitors see, not only the code.2
WHY IT MATTERS
Google says content must follow the review snippet guidelines to be eligible for a rich result, and that if a site violates one or more of them, Google may take manual action against it. After fixing the problem, you can submit the site for reconsideration.2
Google also says that with a structured data manual action, the structured data on the page is ignored, although the page can still appear in Search results.2 It adds that the Rich Results Test may not catch these problems, because the issue can be spammy content rather than a syntax error.2
THE LOCAL BUSINESS RULES
For local businesses, the new guideline sits next to rules that already limited review stars. Google's documentation says:2
- No stars for reviews you control. If the entity being reviewed controls the reviews about itself, its pages using LocalBusiness or other Organization markup are ineligible for the star review feature. That includes reviews placed directly in markup or through an embedded third-party widget, such as a Google or Facebook reviews widget.
- Ratings must come directly from users. Don't rely on human editors to create, curate or compile ratings for local businesses.
- Don't aggregate reviews or ratings from other websites.
- Reviews must be visible. If you mark up reviews or an aggregate rating, users must be able to see them on the page.
Google lists local business review snippets as supported only for sites that capture reviews about other local businesses.2
QUICK QUESTIONS
Can I still show testimonials on my website?
The guideline targets fake reviews and incentivized reviews without clear disclosure.2 Genuine customer testimonials aren't named, but marking them up won't earn your own business star results.2
Will the Rich Results Test warn me?
Not necessarily. Google says the problem may be spammy content rather than syntax, which the test can't identify.2
Does a markup manual action remove my page from Google?
Google says the structured data is ignored, but the page can still appear in Search results.2
WHO IT AFFECTS
- Businesses whose website shows star ratings through a plugin, theme or review widget that also outputs AggregateRating or Review markup.
- Businesses that offer a discount, entry or gift for a review and then show those reviews on their site without disclosure.
- Directories and local guide sites that review other businesses, which are the ones eligible for local review stars.2
- Anyone whose vendor added review schema they have never looked at.
WHAT TO DO NOW
- Find your review markup. Run your homepage and main service pages through the Rich Results Test and look for Review or AggregateRating. Our schema markup guide explains what should be there.
- Remove self-serving review stars from LocalBusiness or Organization markup. Google says they aren't eligible.2
- Check where each displayed review came from. If any were given in exchange for a benefit, disclose it clearly and prominently, or remove them.2
- Delete anything not based on a real customer experience.2
- Put the effort into real reviews. Our guide on getting more Google reviews covers asking every customer the same way. Google's own review policies are separate from these markup rules and apply to your Business Profile.
If you want a second pair of eyes on your site's markup and reviews, that is part of our local SEO work.
SOURCES
- Google Search Central, Latest Google Search documentation updates, entry dated July 24, 2026.
- Google Search Central, Review snippet (Review, AggregateRating) structured data, last updated September 8, 2026.
Platforms change often. Check the sources for the current version before acting.
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