Online reviews can make or break a business, influence consumer decisions, and shape reputations with a few clicks and keystrokes. 

As entrepreneurs, marketers, and business owners, we all recognize the importance of collecting reviews to build trust and credibility. 

But there's a controversial practice that has been lurking in the shadows of the online review ecosystem: Review Gating.

Review gating is the process of selectively soliciting feedback from customers based on their perceived likelihood of leaving a positive review. 

Should you, as a trustworthy business, do it? No. Google doesn’t like it. Your customers don’t like it. We don’t like it.

Why? Let’s find out 🔽

What is review gating?

Review gating is a straightforward but somewhat controversial practice in the world of online reviews. It's like a digital doorman, allowing only certain guests into the party.

Here's how it works: When you've had an experience with a company, they might ask you for feedback on your experience with them. Sounds fair. 

But now, they decide whether to ask you to leave a review based on their hunch about what kind of review you might leave. 

If they think it'll be a good one, you'll get an invitation to share your thoughts publicly. If not, they might discreetly suggest giving private feedback.

This is review gating. The idea behind this is simple: businesses want to keep their online reputation looking rosy. They believe that by showing only positive reviews, they can attract more customers.

Examples of review gating

Review gating can manifest in various ways, and it often involves favoring or discouraging certain types of reviews. Here are some common types of review gating practices:

1. Preference-based review requests

This is perhaps the most straightforward form of review gating. Businesses predict whether a customer is likely to leave a positive or negative review based on their interactions, purchase history, or feedback given during a transaction. 

If they anticipate a positive review, they actively encourage the customer to leave a review on public platforms. 

If the prediction is negative, they may redirect the customer to a private feedback channel or avoid soliciting a review altogether.

2. Incentivizing positive reviews

Some businesses take a more direct approach by offering incentives for positive reviews. For instance, they might promise discounts, freebies, or exclusive deals to customers who leave glowing reviews. 

This practice can be seen as an attempt to motivate customers to share positive feedback while discouraging negative comments.

3. Filtering negative feedback

In this approach, businesses actively filter out negative reviews before they are posted publicly. 

They might employ software or manual moderation to identify and suppress reviews that fall below a certain rating threshold. 

Only positive or neutral reviews are allowed to appear on public review platforms.

What Google’s new review gating policy has to say about it

As of 2022, Google has taken a strict stance against review gating, classifying it as "Deceptive content" under their Prohibited and restricted content guidelines. Google also terms this as ‘Fake engagement’.

“Discouraging or prohibiting negative reviews, or selectively soliciting positive reviews from customers.”

This means that Google strongly discourages businesses from engaging in any practices that manipulate or filter reviews to favor positive feedback while suppressing negative comments.

• No cherry-picking reviews. Businesses are not allowed to selectively ask for reviews only from customers they believe will leave positive feedback. 

• No incentivizing for positive reviews. Offering incentives, rewards, or discounts in exchange for positive reviews is also prohibited. 

• Be transparent and fair when soliciting reviews. All customers should have an equal opportunity to leave their feedback, whether it's positive, negative, or neutral.

• Violating Google's review policies, including review gating, can lead to serious consequences. This may include the removal of reviews, warnings, or even the suspension of a business's Google My Business listing.

Is review gating legal?

In early 2022, the Federal Trade Commission (FTC) issued a set of guidelines aimed at businesses seeking to manage customer reviews. 

Among these, the FTC's recommendations for platforms underscore a crucial point: companies should refrain from selectively seeking feedback only from those likely to leave favorable reviews.

Among other things, the FTC is crystal clear that companies should never grease the wheels with rewards, discounts, or freebies in exchange for a thumbs-up review. And you should never try to shut down and hide negative reviews, ever.

If you get caught breaking their rules, you might be writing them a check. And as a multi-location business, you want to avoid this, especially on platforms like Google and your own website.

Instead, the route that you should take as a local business owner is transparency.

• Embrace all kinds of feedback, even the not-so-great ones.

• Don't try to sweep the negative stuff under the rug.

• Share the lowdown on how you collect reviews.

• Be a detective and spot any fake or fishy reviews lurking around.

In their exact words, these are the principles that the FTC suggests following:

“Publish all genuine reviews and don’t exclude negative ones.

Don’t display reviews in a misleading way. For example, it could be deceptive to feature the positive ones more prominently.

If you display reviews when the reviewer has a material connection to the company offering the product or service — for example, when the reviewer has received compensation or a free product in exchange for their review — that relationship should be clearly and conspicuously disclosed.

Clearly and conspicuously disclose how you collect, process, and display reviews, and how you determine overall ratings, to the extent necessary to avoid misleading consumers.

Have reasonable procedures to identify fake or suspicious reviews after publication. If a consumer or business tells you a review may be fake, investigate and take appropriate action. That may include taking down suspicious or phony reviews, leaving them up with appropriate labels, issuing an alert about them, and addressing the issue with those responsible for it.”

The risks of review gating

Review gating comes with a set of potential risks that shouldn't be taken lightly. From ethical concerns to long-term business impacts, here’s why review gating may not be the best strategy for your company.

1. Dishonesty at the core

Review gating fundamentally involves selective solicitation, a process that separates customers based on predicted sentiment. 

This means that only a portion of customers are encouraged to share their opinions, potentially creating a skewed and deceptive representation of a business's overall customer satisfaction.

2. Violation of Google and FTC guidelines

Engaging in review gating is in direct contravention of both Google and FTC guidelines. The FTC is particularly stringent about deceptive practices in obtaining customer feedback, and violating these guidelines can lead to severe penalties.

3. Disincentivizing engagement

When customers sense that their honest feedback is being filtered or manipulated, they may become less inclined to share their opinions at all. 

This not only hinders genuine customer connections but also stifles valuable insights for business improvement.

4. Fracturing long-term customer trust

Trust is the bedrock of any successful customer-business relationship. When customers discover that a business is cherry-picking feedback, it can erode the trust they have in the company's authenticity and transparency. 

This erosion of trust can have long-lasting consequences for a brand's reputation.

5. Negative SEO impact

Search engines like Google prioritize authenticity and transparency. Engaging in review gating practices can be detrimental to a business's SEO efforts. 

Google's algorithms are designed to favor genuine, unbiased reviews. When the system detects manipulated feedback, it can result in a lower ranking and reduced visibility.

6. Long-term sales consequences

While review gating may seem like a short-term strategy to maintain a flawless reputation, it can have detrimental effects on sales over the long run. 

Dissatisfied customers who feel ignored or marginalized may not return, and potential customers may be deterred by the lack of authenticity in a business's online presence.

The right way to request reviews

With all that said, what should you as a business do instead of review gating? Here are five effective strategies to ensure you're requesting reviews in a considerate and ethical manner.

If you want a more detailed look at how to do this the right way, this article should do the trick: How To Get More Google Reviews Quickly In 9 Simple Steps.

1. Timing is everything

Finding the opportune moment to request a review is essential. Aim to approach customers when their experience with your business is still fresh in their minds. 

This could be right after a successful transaction, a positive interaction with customer service, or upon completion of a project.

A timely request ensures that the customer's experience is vivid in their memory, increasing the likelihood of receiving detailed and accurate feedback.

2. Provide context

When reaching out for a review, give customers context about why their feedback matters. Explain how their input helps your business improve its products or services. 

Make it clear that their opinion is valued and directly contributes to enhancing the customer experience.

Providing context demonstrates transparency and helps customers understand the significance of their review.

3. Make it optional, not obligatory

Never pressure or coerce customers into leaving a review. Instead, present the request as an optional opportunity for them to share their thoughts. Respect their autonomy and acknowledge that their time is valuable.

An optional approach respects the customer's choice, ensuring that their feedback is voluntary and genuine.

4. Simplify the process

Ensure that leaving a review is a straightforward and hassle-free process. Provide direct links or easy-to-follow instructions on how to leave feedback. 

This eliminates potential frustration or confusion, making it more likely for customers to participate.

A streamlined process shows that you respect the customer's time and effort, increasing the likelihood of their participation.

5. Express gratitude

Always express appreciation for the customer's willingness to provide feedback, regardless of the sentiment. 

Thank them sincerely for taking the time to share their thoughts. This small gesture can go a long way in strengthening the customer-business relationship.

Expressing gratitude shows that you genuinely value the customer's input, fostering goodwill and trust.

Momentum’s stance on review gating

At Momentum, we stand firmly aligned with Google's decision to discourage review gating. This practice goes against the very essence of trust-building, which is the cornerstone of any successful local business. 

In a landscape where credibility is the currency that matters most, authentic feedback holds immeasurable value.

Review gating, while it might offer a shortcut to a seemingly flawless reputation, ultimately undermines the integrity of customer-business interactions. We believe in transparency, open communication, and the power of genuine feedback.

With Momentum, we're committed to helping businesses like yours cultivate a strong online presence and stellar reputation, the right way. 

We offer an all-in-one reputation and review management platform designed to help your business thrive without resorting to review gating. Our automated Google Reviews feature accelerates your Google Local Search ranking, attracts more inbound leads, and multiplies your monthly reviews. 

We also provide 24/7 review monitoring and alerts, a centralized Inbox for managing and responding to reviews, and the tools to showcase your hard-earned praise on your website.

Learn more about Momentum here or get in touch with us today to see how we can help you get 10x your monthly Google reviews the right way!