What is review gating, and is it allowed?
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Founder, ProveWorth
Review gating is asking customers how they felt, then sending only the happy ones to Google. Google's policy bars selectively soliciting positive reviews, so a gated flow breaks it. Every customer should get the same review link.
The FTC's reviews rule does not name gating. Its own Q&A says no specific rule covers asking only happy customers, but the practice could still violate the FTC Act. Google and the FTC are two separate standards.
The catch is your software. A review tool can send people down a gated path without telling you. Test every branch with a bad answer and watch where that customer lands.
What does review gating look like in practice?
It starts with a satisfaction question, such as "How was your visit?" High scores get your Google link. Low scores get a private form and nothing else.
The appeal is obvious. You hear the complaints first, and the one-star reviews never reach your profile. That is the exact result Google's policy is written to stop.
Does Google allow review gating?
No. Google's policy says merchants may not selectively solicit positive reviews from customers, and may not discourage or prohibit negative ones.
"Review gating" is industry shorthand, not Google's own phrase. A gated flow does what the policy describes, though. Google removes reviews that break its rules, and it may suspend or terminate accounts.
Does the FTC ban review gating?
The FTC's rule does not name it. The FTC's Q&A says the rule has no specific prohibition against asking only the customers you think are happy. It adds that the practice could still violate the FTC Act.
So you have a firm rule from Google and a warning from the FTC. Build around Google's rule, since it is the stricter one.
Can I still collect private feedback?
Yes, as long as it is not the gate. Google's pages don't say whether a private form next to the public link is fine, so this part is my read and not a Google rule.
I'd offer the private form to everyone, with the public link right beside it. A customer who wants a quiet word can have one. A customer who wants to post can post.
How do I test my own flow?
Run two fake customers through it. Give one the best score and one the worst. Both should end at the same public link.
No review tool runs this test for you. If you want the link itself, read how to get your Google review link and QR code. If software sends the asks, read how to automate review requests.
Check one more rule while you are in there. Google also bars incentives, which is covered in can you offer incentives for Google reviews.
On ProveWorth, the same request goes to every customer you add. You can get your free page or read how the review requests work.
Sources
Key takeaways
- 1Review gating means asking how a customer felt first, then sending only the happy ones to Google.
- 2Google's policy bars selectively soliciting positive reviews and discouraging negative ones.
- 3The FTC rule does not name gating, but the FTC says asking only happy customers could violate the FTC Act.
- 4Send every customer the same neutral public link, and keep any private form optional for everyone.
- 5Test your flow with a best-score and a worst-score customer and confirm both reach the same link.
Related questions
Is review gating illegal?
The FTC rule has no specific ban on it, but the FTC says asking only happy customers could violate the FTC Act. Google's policy bars it outright.
Can I ask customers how they felt before I send a review link?
Yes, but the answer can't decide who gets the public link. Everyone should receive the same neutral link, whatever they say.
Is a private feedback form allowed?
Google's pages don't address it. I'd offer it to every customer beside the public link, never in place of it.
Could my review software be gating by default?
It can. Don't count on the software to warn you. Run a test customer with the worst score through every branch and see where they land.