Google's new review rules could cost you the reviews you already have
By André Bergan, 2026-10-02
If you've ever told a happy customer "pop us a review if you don't mind" while quietly not asking the one who grumbled about the invoice, Google now has a name for that: review gating, and it's against the rules. Google tightened its Business Profile review policy twice in 2026, in February and again in April, and the changes target exactly the habits a lot of small businesses picked up to get more reviews.
What actually changed
Google's rating and review policy has always said a review should reflect a genuine, unbiased experience. The February update and the April one spelled out exactly what counts as cheating that:
- Offering a discount, a free call out, loyalty points or any other benefit in exchange for a review. This includes offering something to get a bad review changed or taken down.
- Asking only the customers you think are happy, or talking people out of leaving a bad one.
- Pressuring someone to leave a review on the spot, while you're still standing in their driveway or they're at your counter.
- Telling a customer what to write.
- Giving staff a review quota, or asking a customer to mention a specific technician by name in their review.
None of that is new in spirit. What's new is that Google now treats it as an explicit rule violation rather than something it might frown at. Google has also started emailing businesses when it finds fake or incentivised reviews on their profile: the reviews are removed, and the email warns that if it keeps finding them, restrictions may be applied to the profile. Google says it blocked or removed over 292 million policy-violating reviews in 2025, up from more than 240 million in 2024, so this isn't a rule sitting unused in the fine print. It's being enforced by machine, at scale, right now.
Why this hits trade businesses particularly
A lot of the advice floating around for getting more Google reviews is exactly what's now banned. "Give them 10% off their next service if they leave a review." "Only send the link to the ones who seemed happy on the day." "Hand them the tablet before they drive off." Every one of those sounds like a reasonable thing to tell a junior staff member to do, and every one of those now breaks the rules, which can get reviews pulled or your whole profile restricted, right when a new customer is searching for someone to call.
For a trade business, your Google Business Profile rating is often the first and only thing a stranger sees before they decide to phone you instead of the next plumber on the map. Losing reviews you've built up over years because a well-meaning habit tripped a new rule is a real cost, and it's avoidable.
What's still fine
Asking for reviews at all is completely fine. Google wants genuine reviews. What changed is how you ask:
- Ask everyone who finishes a job, not a filtered subset.
- Send the same plain request, with no discount, voucher or incentive attached.
- Don't tell anyone what to write, and don't ask them to name an individual staff member.
- Don't hand them a tablet or your phone to review you on the spot. Send the link afterwards instead, by WhatsApp or SMS, when the customer is away from the job and can write what they actually think.
If you've been doing any of the things in the first list, it's worth a look at your own Google Business Profile this week, and worth having a quiet word with whoever in your business sends review requests.
Where Hannah fits in
The best source of honest reviews is simply more happy customers, and you can't make a customer happy if you never answered their call. That's the part Hannah handles: she answers your calls and WhatsApps when you can't, takes down the job and sends you the lead straight away, so the work comes to you instead of going to the next business on the map. Do the job well, send everyone the same plain review link afterwards, and the reviews look after themselves.