Google review rules in Australia: how to get more reviews without breaking the law

The ACCC says businesses must not post or arrange fake reviews, must not hide genuine negative ones, and may only offer incentives that apply whatever the rating and are clearly disclosed.

• No fake reviews: writing them, or arranging or paying others to write them, is illegal.
• Unconditional incentives only: any reward must apply to positive and negative reviews alike, and be clearly disclosed.
• No cherry picking: don't suppress, edit or remove genuine negative reviews. Removing reviews you know are fake is fine.

Google's policy bans incentives, review gating, staff review quotas and reviews from anyone with a conflict of interest.

• Incentives: no payment, discounts, or free goods or services for a review, or for changing or removing a negative one.
• Review gating: the rating manipulation rules ban businesses that "discourage or prohibit negative reviews, or selectively solicit positive reviews".
• Staff quotas: making staff chase a set number of reviews, or reviews naming a staff member, is also manipulation.
• Conflict of interest: no reviews from current or former staff, or anyone with a personal or contractual tie to you.

No, not for a review on Google, even though ACCC guidance allows a disclosed reward given for any review, good or bad.

The ACCC's test is fairness: the same reward for every reviewer, clearly disclosed. Google's test is stricter. It bans payment, discounts and free goods or services for reviews, and its help page on review links calls incentives "strictly prohibited".

So, for example, 10% off the next gutter clean, a coffee voucher or a prize draw entry don't belong in a review request. Keep rewards for a referral program, where your profession's rules allow them.

Honest requests, review links, QR codes and replies are allowed, while incentives, gating, fake reviews and conflicted reviews are not.

Breaking the rules can cost you your Google reviews and, for fake or misleading reviews, expose the business to Australian Consumer Law penalties.

On Google, the penalties are public. Google may block new reviews or unpublish existing ones for a set period, and show customers a warning that fake reviews were removed.

Under the ACL, for conduct on or after 28 March 2026, the maximum company penalty is the greater of $100 million, 3 times the benefit, or 30% of adjusted turnover during the breach, up from $50 million. Individuals face up to $2.5 million, and a company infringement notice is $21,840.

Patients can still post reviews on Google, but a health practitioner can't use clinical testimonials in its own advertising.

Section 133 of the National Law bans testimonials in advertising for regulated health services, but Ahpra says patients can still share experiences on review platforms. A testimonial covers clinical aspects such as symptoms, diagnosis, treatment or outcomes; reviews about service, communication or parking can be used.

So a practice can't copy a review praising a patient's new crowns onto its website, and editing out negatives is misleading. Penalties reach $60,000 per offence for an individual and $120,000 for a body corporate. See the dental marketing guide, and check with your regulator if you're in another profession.

Recent reviews and prompt replies show customers the business is active and listening, and Google lists both in its local ranking tips.

BrightLocal, a local SEO software company, surveyed 1,002 US consumers in 2026, so treat these figures as a guide:

• 74% look for reviews written in the last three months, and 32% for ones from the last two weeks.
• 89% expect owners to respond to reviews, and 19% expect a reply the same day.
• 80% are likely to use a business that responds to all its reviews.
• 83% of people asked to leave a review went on to leave one.

Ask every customer, the same way, at the end of every job, with a direct link and nothing offered in return.

1. 1In person: as you pack up, ask "Would you mind leaving us a Google review? It really helps a small business. I'll text you the link." Ask every customer, not just the chatty ones.
2. 2By text, the same day: send the review link from your Google Business Profile with a short thank you.
3. 3On paper: print the review QR code on invoices, quotes and the card you leave behind.
4. 4One reminder: if nothing arrives after a few days, send one follow up text, then leave it.
5. 5Reply to every review by name, good or bad, ideally within the week.