REPUTATION MANAGEMENT BEYOND GOOGLE.
Google is not the only place customers read about you. Yelp, Trustpilot and others each set their own rules on asking for reviews, and they don't agree. Here is what each platform's own policy says, plus the FTC rule that applies everywhere in the U.S.
WHAT CHANGED RECENTLY
- Google now shows why a review reply was rejected — Rejected replies come back with a reason and an edit option.
- FTC warned 10 companies under the Consumer Review Rule — A reminder of what the fake-reviews rule actually bans.
This guide covers what stays true. The blog tracks the changes as they land.
CAN YOU ASK FOR REVIEWS?
| Platform | Asking customers | Incentives |
|---|---|---|
| Yelp | No. Yelp says don't ask anyone to review your business, including customers, mailing list subscribers, friends and family [1] | No freebies, discounts or payment for reviews [1] |
| Google Maps | Yes, but don't selectively ask only happy customers, pressure people on the premises, or request specific content [2] | No payment, discounts or free goods or services for posting, changing or removing a review [2] |
| Trustpilot | Yes. Trustpilot encourages invitations, but they must be fair, neutral and unbiased [3] | No incentives [3] |
Policies change. Each row reflects the platform's page on the date checked below.
Comparing review platforms? Our Podium comparison covers what to check first.
YELP: DON'T ASK
Yelp says proactively asking for reviews may hurt your Yelp rating, because its software may not recommend reviews that seem to be prompted or encouraged by the business.1 Its policy also says:
- Your staff should never compete to collect reviews.1
- Don't ask for reviews after collecting feedback elsewhere, such as surveys or contact forms.1
- You can't offer incentives for people to remove reviews.1
- Yelp runs a Consumer Alerts program that can put a pop-up alert on a business page when it learns of this activity.1
What to do instead: make it easy for customers to find you on Yelp by keeping your business page accurate, and put your effort into service. Just don't send Yelp review requests.
NO REVIEW GATING
"Review gating" means filtering who gets asked, so only happy customers reach the review site. Both platforms name it:
- Google's Maps policy says merchants must not discourage or prohibit negative reviews, or selectively solicit positive reviews from customers.2
- Trustpilot lists as misuse: inviting only people you know had a positive experience, timing invitations so only happy customers get them, and pre-screening by sending unhappy customers to contact you directly instead.3
A fair process: send the same neutral request to every customer at the same point, whatever you expect them to say. For Google specifically, see how to get more Google reviews.
THE FTC RULE
The FTC's Rule on the Use of Consumer Reviews and Testimonials went into effect on October 21, 2024, and authorizes courts to impose civil penalties for knowing violations.4 From the FTC staff Q&A:
- Sentiment-based incentives. A business can't suggest that reviews must be positive (or negative) to get a promised incentive, even implicitly.4
- Disclosure. Failing to disclose incentives could violate the FTC Act.4
- Review suppression. The rule has a section on review suppression (§ 465.7).4
- Agencies too. Advertising agencies, PR firms, review brokers and reputation management companies can be liable under the rule.4
The FTC rule doesn't ban every incentive,4 but Yelp, Google and Trustpilot all ban them on their platforms.123 The simplest safe policy is no incentives at all. This is not legal advice.
A SIMPLE PLAN
- Claim your profiles. Google, Yelp and any site that ranks for your business name. Keep name, phone and hours consistent; see business listings and citations.
- Ask where asking is allowed. Google and Trustpilot allow fair invitations;23 Yelp doesn't.1
- Reply to reviews. Trustpilot says businesses should engage with reviews professionally and politely.3 Thank people, fix what you can, and never post customer details.
- Flag, don't fight. Report reviews that break a platform's rules through its own tools. Trustpilot says misuse of its flagging tool is not tolerated.3
FAQ
Can I put a "review us on Yelp" link in my follow-up email?
Yelp says not to ask anyone for reviews, including mailing list subscribers, and not to ask after surveys or contact forms.1
Can I send unhappy customers to a private feedback form and happy ones to Google?
No. Google says not to selectively solicit positive reviews,2 and Trustpilot names this pre-screening as misuse.3
Can I offer a discount for any review, good or bad?
Google, Yelp and Trustpilot all prohibit incentives on their platforms.123
Do you do reputation management?
Yes, as part of our local SEO service: profile cleanup, compliant review requests and replies. We never write, buy or gate reviews.
SOURCES
- Yelp Support Center, Don't Ask for Reviews.
- Google Maps Help, Maps user contributed content policy.
- Trustpilot, Guidelines for businesses.
- Federal Trade Commission, The Consumer Reviews and Testimonials Rule: Questions and Answers.
KEEP READING
BOOK A STRATEGY CALL
Worried about reviews on Yelp, Google or elsewhere? We will look at your profiles and review process on a 15-minute call.