Asking for and replying to reviews
Module 6: Getting found locally · Reading time: 12 minutes
Learning objective: After this lesson you can ask for reviews fairly, reply well to positive and negative reviews and report an unfair review. You will also know what Google's policy and Dutch law (since the Omnibus Directive) say about rewards, asking selectively and fake reviews.
Key concepts: review, rating, review link or QR code, fake engagement, reward (incentive), asking selectively (review gating), conflict of interest, replying as the owner, reporting a review, Omnibus Directive (EU 2019/2161), blacklist (Article 6:193g of the Dutch Civil Code), information about checking reviews (Article 6:193e of the Dutch Civil Code), ACM
Why reviews matter
Reviews do two things. They help people choose: anyone torn between two florists reads what others thought. And they count in local results: Google says that more reviews and positive ratings can help your local ranking, as part of the prominence factor (lesson 6.4). Precisely because they are so valuable, the rules are strict. If you break them, Google may remove reviews or restrict your profile, and in the EU you also risk a fine from the regulator.
Asking for reviews fairly
The best reviews come from ordinary customers you ask at the right moment. Google makes this easy: in your Business Profile you will find a link and a QR code that take customers straight to the review form. Customers need a Google account; this can also be an account with an email address other than Gmail.
Good moments to ask:
- in the email after the delivery or the workshop, with the link;
- on the receipt or the delivery card, with the QR code;
- in person, when a customer is enthusiastic: "Lovely to hear! Would you mind putting that on Google?"
Wait until the customer has actually received the product or service. The ACM (the Dutch consumer regulator) also recommends this in its guidelines: don't ask for a review straight after the order.
What isn't allowed: Google's policy
In its policy for contributions to Maps, Google describes what fake engagement is. The most important rules for businesses:
| Not allowed | Example |
|---|---|
| Rewards for a review: money, discounts, free products or services, also not to get a negative review changed or removed | "5% off your next order if you leave a review" |
| Asking selectively: only asking happy customers for a review, or discouraging or forbidding negative reviews | first asking "Were you happy?" and only sending the review link after a "yes" |
| Pressure to write a review on the spot | making the customer wait at the till until the review is posted |
| Conflict of interest: reviews of your own business, by (former) employees, family or business partners, or of a competitor to harm them | having your partner write a review; posting bad reviews on a competitor's profile |
| Paid reviews, including payment in kind, and reviews that aren't based on a real experience | buying reviews from a "review agency" |
The second point surprises many business owners. A "filter" where only customers who give a 4 or 5 get the Google link feels clever, but the policy calls it asking selectively and it isn't allowed. Ask everyone, and accept that a less positive review will sometimes slip in. A profile with nothing but five stars also inspires less trust than an honest, mixed picture.
What isn't allowed: the law
Since 28 May 2022, stricter rules on reviews have applied in the Netherlands as a result of the European Omnibus Directive (Directive (EU) 2019/2161). In the Netherlands they are in the Dutch Civil Code, under unfair commercial practices. The rules come from EU law, so other EU countries have similar rules in their own national implementation, with their own regulator. The most important Dutch rules:
- Fake reviews are always prohibited. The blacklist in Article 6:193g of the Dutch Civil Code includes (item aa) posting or having others post false consumer reviews or endorsements, or misrepresenting consumer reviews, to promote products. This is "misleading in all circumstances": no harm needs to be proven.
- Don't simply claim "real customers". Also on the blacklist (item z): claiming that reviews come from real users or buyers without taking reasonable and proportionate steps to check this.
- Explain how you check reviews. If you show reviews on your own website or in your online shop, Article 6:193e(3) of the Dutch Civil Code makes this essential information: whether and how you make sure the reviews come from people who actually used or bought the product.
The ACM, the Netherlands Authority for Consumers and Markets, adds in its guidance for businesses: don't only show the reviews that suit you; make it clear when reviews were paid for; and if another company collects reviews for you, you share responsibility for that. This isn't legal advice; if in doubt, read the sources under Further reading.
For Bloemenatelier Lotte this means: if she shows a block of reviews on https://www.example.com, she adds a short sentence, for example: "These are all our Google reviews from the past year, positive and negative. We can't check whether every reviewer bought from us." That is honest and meets the information requirement.
Replying to reviews
As the owner, you can reply to every review. Google itself gives these tips: keep it short, be personal and respond to what the reviewer wrote, no standard thank-you or advertising, and never share the reviewer's personal details. For a complicated problem, politely ask the customer to get in touch by phone or email.
A negative review is an opportunity: future customers mainly read your reply. Compare:
Not like this: "We never get complaints. You were late collecting the bouquet yourself."
Like this: "Hi Sanne, I'm so sorry the delivery arrived a day later than agreed. That shouldn't have happened. I'll call you tomorrow to put it right. Lotte"
The second reply acknowledges the problem, is personal, promises something concrete and takes the rest of the conversation out of public view. Don't offer a discount in exchange for changing the review: that is a reward and isn't allowed.
Reporting an unfair review
If a review breaks the policy (swear words, personal details, a review about a different business, a competitor smearing you), you can report it from your profile. Google assesses it within a few days. A review that is merely negative will not be removed: only reviews that break the policy qualify. Google itself says: don't report a review just because you disagree with it. If your report is rejected, you can appeal once.
Summary
- Ask every customer for a review at a good moment, using the link or QR code from your profile.
- No rewards, no asking selectively, no pressure, no reviews by yourself, employees or family, no bought reviews.
- The law always prohibits fake reviews and requires you to say whether and how you check reviews on your own site.
- Reply briefly, personally and without personal details; solve problems out of public view.
- Only report reviews that break the policy; a negative opinion alone is no reason.
Quiz
Exercise
Exercise A6.5: Is this allowed? Read the eight situations in the example file reviews-situaties.md and for each situation say whether it is allowed or not, and under which rule (Google's policy, the law, or both). The program compares your answers with the fixed key and explains each situation.
Exercise D6.5: Your review approach. Write down your own approach: when and how do you ask for reviews, who replies and within how many days, what text do you put with reviews on your own site, and write an example reply to a negative review (a real one from your profile or a made-up one).
Exercise D6.5: Your review approach
You do this exercise yourself; no one checks it. Tick off what you've done and mark the exercise as done.
Example: one day after delivery, an email to every customer with the review link. Lotte replies within 3 working days. On the site: all reviews from the past year, positive and negative, imported automatically and not checked. This is not legal advice.
Your ticks and notes only stay in this browser; we don't send them anywhere. If you're signed in, we only save in My courses that you've done the exercise.
Further reading
- Google, Prohibited and restricted content for contributions to Maps (fake engagement): https://support.google.com/contributionpolicy/answer/7400114?hl=nl
- Google, Tips for asking for and replying to reviews: https://support.google.com/business/answer/3474122?hl=nl
- Google, Report inappropriate reviews: https://support.google.com/business/answer/4596773?hl=nl
- ACM, Using reviews and ratings (Dutch source, in Dutch): https://www.acm.nl/nl/verkoop-aan-consumenten/reclame-en-verleiden/online-beinvloeden/reviews-en-beoordelingen-gebruiken
- Dutch Civil Code, Book 6, Articles 193e and 193g (Dutch source, in Dutch): https://wetten.overheid.nl/BWBR0005289/2026-07-16