{"id":69382,"date":"2023-01-27T09:45:39","date_gmt":"2023-01-27T15:45:39","guid":{"rendered":"https:\/\/www.vendasta.com\/blog\/?p=69382"},"modified":"2025-11-04T18:36:51","modified_gmt":"2025-11-04T18:36:51","slug":"review-gating","status":"publish","type":"post","link":"https:\/\/www.vendasta.com\/blog\/review-gating\/","title":{"rendered":"Risks of Review Gating: What Are They and Should You Do It?"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Introduction” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

Reviews have become a valuable form of currency on the internet, with business owners and marketers of all stripes implementing strategies to get more positive reviews. It\u2019s clear that having an abundance of glowing and recent reviews can translate into many material benefits for businesses. However,\u00a0 if you\u2019re brainstorming ways to boost your clients\u2019 reviews, it\u2019s important to be aware of which practices can get in you in hot water, such as review gating.<\/p>\n

Review gating on Google and other platforms can seem appealing, but there are some pretty serious consequences that can arise if you do it. We\u2019ll cover everything you need to know about review gating, including what exactly is meant by the term, which policies and regulations you should know about, and what the risks and possible benefits are of the practice.<\/p>\n

[et_pb_section global_module=\"112902 \"][\/et_pb_section]<\/span><\/p>\n

[\/et_pb_text][et_pb_text admin_label=”What is review gating, and why does it matter?” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

What is review gating, and why does it matter?<\/h2>\n

Review gating is a process by which a business cherry-picks which customers it chooses to solicit reviews from. It can also refer to the practice of hiding negative reviews on a website so that only the positive reviews are displayed, while the negative ones are only addressed internally.<\/p>\n

Businesses can engage in the practice in seemingly innocuous ways that don\u2019t necessarily seem fraudulent at first glance. The most common technique is a two-email sequence that looks a bit like this:<\/p>\n

    \n
  1. In email 1, a business sends an email requesting feedback<\/a> from their recent customer.<\/li>\n
  2. If the customer expresses positive feedback, email 2 requests a public review that is then displayed on the business\u2019s website, Google Business Profile, Facebook page, or any other public review platform.<\/li>\n
  3. If the customer expresses negative feedback, email 2 does not<\/em> include a link to leave a public review. Instead, it may offer a private resolution or some attempt to improve the customer\u2019s experience.<\/li>\n<\/ol>\n

    Since the business is cherry-picking which customers to solicit a public review from, they are gating access to reviews.<\/p>\n

    Review gating can also refer to the practice of hiding negative reviews after the fact. In other words, the business might invite all customers to leave a review, but only display 4- or 5-star reviews on their website.<\/p>\n

    [\/et_pb_text][et_pb_text admin_label=”Google review gating policy” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

    Google review gating policy<\/h2>\n

    Google\u2019s policy<\/a> disallows \u201cfake engagement,\u201d which includes \u201cdiscouraging or prohibiting negative reviews, or selectively soliciting positive reviews from customers.\u201d The same Google policy also bans misrepresentation, which they define as \u201cdistorting or omitting information that could have an undue impact on user decision-making.\u201d<\/p>\n

    From these statements, it\u2019s clear that Google doesn\u2019t allow review gating on Google My Business , more recently known as the Google Business Profile. This is the profile of a business that shows up in the top right of a search engine results page, which includes reviews, business info, business posts, photos, and more.<\/p>\n

    While there may be some<\/em> wiggle room for interpretation of the Google review gating policy, the overall message is clear. They don\u2019t go on to define precisely what their interpretation of \u201cselectively solicit\u201d is, but it\u2019s clear enough that engaging in a practice like the one in the example sequence of emails above would constitute review gating on Google.<\/p>\n

    If a business is found to be in violation of the Google\u2019s policy, the company states that it may not publish the violating content. In other words, Google might unpublish a business\u2019s positive reviews if they are the product of dishonest techniques. In the worst-case scenario, Google has the power to de-list and de-index violating websites, so they don\u2019t appear in search at all.<\/p>\n

    [\/et_pb_text][et_pb_text admin_label=”Gating reviews on other platforms” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

    Gating reviews on other platforms<\/h2>\n

    The Google policy applies to review gating on Google My Business, now called Google Business Profile, but what about other platforms? Is the practice acceptable on your own website, or other third-party platforms? Let\u2019s take a look.<\/p>\n

    Facebook<\/h3>\n

    Facebook\u2019s parent company, Meta, has a policy<\/a> designed to ensure \u201cthat reviews are based on real purchasing experiences, and to keep irrelevant, fraudulent, and offensive feedback off [the platform].\u201d<\/p>\n

    Facebook\u2019s community feedback<\/a> terms state that businesses shouldn\u2019t engage in manipulation or incentivization of reviews. They state that \u201cfeedback must not be used to misrepresent [or] deceive\u2026 for a financial or personal benefit.\u201d They go on to state that reviews shouldn\u2019t be \u201cdirectly or indirectly incentivized.\u201d.<\/p>\n

    While they don\u2019t explicitly condemn the selective soliciting, or cherry-picking, of customer reviews, practices that gate reviews could be considered a form of manipulation that would be in violation of their rules.<\/p>\n

    Amazon<\/h3>\n

    Amazon\u2019s customer reviews policy<\/a> states that the ecommerce giant has a \u201czero tolerance policy for any review designed to mislead or manipulate customers.\u201d While they don\u2019t explicitly mention the practice of gating reviews, that zero tolerance messaging should dissuade any business from risking using gating tactics on the platform. Soliciting only positive reviews could certainly be deemed misleading or manipulative, which puts you at risk of getting removed from the platform.<\/p>\n

    Tripadvisor<\/h3>\n

    Tripadvisor\u2019s review posting guidelines<\/a> explicitly call out review gating. The platform prohibits \u201cthe practice of selectively soliciting positive content and\/or rejecting moderate or negative content.\u201d They even go so far as to explain that directing guests with negative experiences to a customer support channel instead of a review page constitutes the gating of reviews. There is no grey area with Tripadvisor: avoid gating reviews on this platform.<\/p>\n

    Yelp<\/h3>\n

    Yelp\u2019s policies<\/a> outline that businesses shouldn\u2019t solicit reviews on their platform at all<\/em>, let alone selectively. Per Yelp, \u201cYour best bet to get positive, unbiased reviews about your business is by providing a high-quality, memorable customer experience\u2014without any expectation or encouragement of a review in return.\u201d<\/p>\n

    [\/et_pb_text][et_pb_text admin_label=”Is it illegal to gate reviews?” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

    Is it illegal to gate reviews?<\/h2>\n

    If you don\u2019t want to get slapped with a hefty fine from the Federal Trade Commission (FTC), that\u2019s another good reason to stay away from gating reviews. Consumer protection laws are rapidly changing to meet a changing, increasingly digitally mediated consumer landscape.<\/p>\n

    The FTC\u2019s business guidance resources<\/a> state that businesses should not ask for reviews only from people they believe will leave positive ones (in other words, review gating). They also advise businesses not to prevent or discourage customers from submitting negative reviews.<\/p>\n

    Failing to follow these guidelines can be detrimental: last year, the FTC ordered<\/a> fast fashion giant FashionNova to pay $4.2 million for blocking negative reviews.<\/p>\n

    Are your clients likely to get hit with a multimillion-dollar fine? Probably not. However, it\u2019s certainly not worth the risk of going against FTC guidelines.<\/p>\n

    [\/et_pb_text][et_pb_text admin_label=”Weighing the risks and benefits” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

    Weighing the risks and benefits<\/h2>\n

    So far, we\u2019ve focused on what the Google review gating policy, the policies of other major platforms, and the FTC have to say about the practice. However, there is clearly some serious benefit to be gained from gating reviews. Otherwise, major businesses like FashionNova wouldn\u2019t engage in the practice. In the interest of being totally transparent, let\u2019s take a look at the pros and cons o this practice, so that you can judge for yourself whether it\u2019s ever worth it.<\/p>\n

    Pros<\/h3>\n
      \n
    1. Control the narrative.<\/strong> Review gating is appealing because it seems to give businesses a way to control the narrative around their product<\/a> or service. Negative reviews can sometimes be unfair or misrepresentative. By focusing solely on positive reviews, businesses can maintain a positive, flattering perception of their brand.<\/li>\n
    2. Increase sales.<\/strong> There\u2019s no denying that positive reviews play a role in boosting conversions. Over 80% of consumers<\/a> say that they would pay more for a product or service that has positive reviews. It\u2019s easy to understand why businesses are incentivized to show positive reviews since those reviews can lead to more sales.<\/li>\n
    3. Avoid negative SEO.<\/strong> While this belief is misguided, many businesses perceive that having more positive reviews will improve their SEO performance. This can be the case if the reviews are authentic. If unethical tactics are used, it can backfire.<\/li>\n
    4. Improve brand reputation.<\/strong> Online reputation management<\/a> is a focus for businesses today, since how they are perceived online has material implications for how well their business performs. Reviews are the cornerstone of any great reputation management strategy, so the incentive to showcase positive reviews is strong.<\/li>\n
    5. Avoid libelous reviews.<\/strong> By review gating on Google and other platforms, businesses can avoid getting negative reviews that tread into libelous or otherwise illegal territory. While these can generally be removed, businesses may believe it\u2019s easier to never receive them in the first place.<\/li>\n<\/ol>\n

      Cons<\/h3>\n
        \n
      1. It\u2019s dishonest.<\/strong> Honesty and transparency are valued by today\u2019s consumers. Gating reviews is evidently a dishonest practice. Businesses may think that customer\u2019s can\u2019t tell, but consumers actually perceive exclusively positive reviews as seeming inauthentic<\/a>. Having some negative reviews in the mix is more authentic and honest.<\/li>\n
      2. It violates policies and laws.<\/strong> As we\u2019ve seen, the Google review gating policy, policies on other platforms, and FTC guidelines all disallow review gating. Violating policies can get your clients kicked off of platforms, and in the worst-case scenario, they can even face legal trouble such as a fine from the FTC.<\/li>\n
      3. It breaks trust.<\/strong> Trust takes a lot of time and resources to build and can be broken in a flash. Your clients may have a fantastic product, excellent customer service, and an engaging social media presence, but if they develop a reputation for suppressing negative reviews, it calls that good reputation into question.<\/li>\n
      4. It can decrease sales.<\/strong> If customers don\u2019t trust that the reviews for a product or service are reputable, they\u2019ll move on to an alternative that feels more authentic. The result can be damaging to your client\u2019s bottom line, and coming back from the damage can take a long time.<\/li>\n
      5. Damages SEO.<\/strong> There is overlap between local reputation management<\/a> and SEO, particularly when it comes to local SEO<\/a> performance. If you violate the Google review gating policy, don\u2019t be surprised if your SEO rankings plummet as a result.<\/li>\n
      6. It disincentivizes engagement.<\/strong> If customers believe that the reviews for a business are inauthentic, they will be less incentivized to participate, even if they would have left a positive review<\/em>. Having a variety of honest reviews conveys the message that all feedback is welcome and encouraged.<\/li>\n
      7. Less constructive feedback.<\/strong> Constructive criticism can be much more valuable to your clients than positive reviews, as nice as they are to receive. By discouraging critical reviews, businesses forfeit the opportunity to learn about how they can improve their product or service. In the long run, this only hurts their business. They also miss out on the chance to respond to negative reviews<\/a> publicly, which can build trust and credibility.<\/li>\n<\/ol>\n

        Gating reviews isn\u2019t worth it<\/h3>\n

        The temptation to practice review gating is understandable: Negative reviews can send a negative reputational message, and no business owner or marketing manager likes to see them.<\/p>\n

        However, gating reviews or failing to display critical reviews is never a good idea. The risks, from getting booted off major platforms and facing fines to breaking the trust of customers and losing sales, are too great.<\/p>\n

        The best way to get more positive reviews and bury the negative ones is to offer a good product or service and to ensure that customer expectations accurately align with reality. Having a review management<\/a> program in place to regularly solicit reviews of all kinds will result in plenty of positive ones, even if a few negatives slip in. Solutions like Customer Voice<\/a> make it easy to do this at scale, without breaking any policies or laws.<\/p>\n

        [\/et_pb_text][et_pb_text admin_label=”Frequently asked questions” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

        FAQs<\/h2>\n
        \n
        \n
        \n
        \n
        \n
        \n
        \n

        1. What is review gating?<\/h3>\n

        Review gating is the practice of filtering customer feedback to only encourage positive reviews while discouraging or hiding negative ones. Although it may seem like an easy way to boost reputation, it violates most platform policies and can harm credibility and SEO rankings.<\/p>\n

        2. Is review gating allowed on Google?<\/h3>\n

        No. Google\u2019s review policy strictly prohibits review gating, labeling it as \u201cfake engagement.\u201d Selectively asking only happy customers for public reviews\u2014or suppressing negative ones\u2014can result in review removal, profile suspension, or complete de-indexing from Google Search and Maps.<\/p>\n

        3. Why is review gating risky for businesses?<\/h3>\n

        Review gating is risky because it violates Google, Yelp, and FTC guidelines. Businesses caught gating reviews can face penalties such as account suspension, removal from search listings, and loss of consumer trust, which can seriously damage long-term brand reputation.<\/p>\n

        4. How does review gating affect SEO?<\/h3>\n

        Gating reviews can trigger algorithmic penalties or even de-listing from Google. Search engines prioritize authenticity and transparency, so filtered or biased reviews reduce visibility and local ranking potential, harming your client\u2019s discoverability and online reputation.<\/p>\n

        5. Is review gating illegal in the United States?<\/h3>\n

        While not always explicitly illegal, review gating can violate FTC guidelines on deceptive advertising. The FTC prohibits cherry-picking positive feedback or hiding negative reviews, as seen in their $4.2 million fine against FashionNova for suppressing unfavorable customer feedback.<\/p>\n

        6. How can Vendasta help businesses avoid review gating?<\/h3>\n

        Vendasta offers compliant reputation management tools like Customer Voice, which automatically requests reviews from all customers\u2014positive or negative. This approach ensures transparency, improves credibility, and helps businesses collect authentic feedback without violating Google or FTC policies.<\/p>\n

        7. What is the best alternative to review gating?<\/h3>\n

        Instead of gating, businesses should implement a transparent review request system that asks every customer for feedback. Tools like Vendasta\u2019s Customer Voice automate this process, ensuring a steady stream of legitimate reviews that boost credibility and improve local SEO.<\/p>\n

        8. Can I remove or hide negative reviews without gating?<\/h3>\n

        You can report reviews that violate platform guidelines (e.g., spam, hate speech, or fake content), but hiding honest criticism is not permitted. Instead, respond professionally to negative reviews\u2014acknowledging issues and offering solutions\u2014to show integrity and build customer trust.<\/p>\n

        9. How can agencies educate clients about review gating risks?<\/h3>\n

        Agencies should emphasize that authenticity builds trust and that review gating can lead to policy violations and platform penalties. Using Vendasta\u2019s review management suite, agencies can demonstrate ethical ways to gather more positive feedback through consistent, transparent engagement.<\/p>\n

        10. What happens if a business is caught using review gating?<\/h3>\n

        Consequences can include the removal of all gated reviews, loss of Google Business Profile visibility, or even FTC action for deceptive practices. The safer, smarter path is to use legitimate review solicitation tools like Vendasta\u2019s Customer Voice for long-term reputation growth.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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        Review gating, or cherry-picking which customers to solicit reviews from, is tempting. However, it might not be worth it. Here\u2019s why.<\/p>\n","protected":false},"author":95,"featured_media":121985,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[48],"tags":[87],"class_list":["post-69382","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-reputation-management"],"acf":[],"yoast_head":"\nReview Gating: What Is It and Should You Do It?<\/title>\n<meta name=\"description\" content=\"Review gating, or cherry-picking which customers to solicit reviews from, is tempting. However, it might not be worth it. 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