Incentivized Google Reviews and Prize Draws
This page records my concern about an alleged practice: encouraging clients to leave Google reviews in exchange for entry into a prize draw (reported value: $100). In my view, incentivized reviews risk misleading the public by artificially inflating ratings, and they may breach Google's review policies.
The concern (plain English)
Danny Gelb Employment Law Advocacy appears to be encouraging clients to leave 5-star Google reviews in exchange for entry into a prize draw (reported value: $100). In my view, incentivized reviews risk misleading the public by artificially inflating ratings, and they may breach Google's review policies.
Why incentivized reviews breach Google's rules
Google's Maps user-contributed content policies do not allow fake engagement or content posted due to incentives. They also state that merchants must not offer incentives (payment, discounts, free goods or services) in exchange for reviews, revisions, or removal of negative reviews.
Put simply: if a reviewer is being paid or rewarded, the review is not a "genuine experience" review anymore. It is advertising dressed up as community feedback.
Why this can be misleading in New Zealand
In New Zealand, the Fair Trading Act 1986 prohibits conduct in trade that is misleading or deceptive (or likely to mislead or deceive). A star-rating and a set of reviews are often used by consumers to make purchasing decisions. If those reviews are incentivized, fake, or otherwise not genuine, the overall impression created can be misleading.
Depending on the facts, this can raise issues not only for the business using the tactic, but also for any third party selling or facilitating the review scheme.
What Google can do to businesses that game reviews
- Remove reviews that breach policy.
- Restrict the Business Profile (for example, block new reviews for a period).
- Unpublish existing reviews/ratings for a period.
- Display warnings to consumers that fake reviews were removed.
What you can do if you see this happening
- Report the review(s) in Google Maps using the "Report review" option.
- Keep evidence: screenshots, dates, and any messages offering incentives.
- Consider a complaint to the Commerce Commission if the conduct appears systemic and is likely to mislead consumers.
Key links
- Google Maps user-contributed content policy: support.google.com/contributionpolicy/answer/7400114
- Google Business Profile help (reviews and policy enforcement): support.google.com/business/answer/3474122
- Fair Trading Act 1986 (NZ): legislation.govt.nz - Fair Trading Act 1986
- Commerce Commission / Consumer Protection guidance: consumerprotection.govt.nz - Fair Trading Act
Disclaimer: General information only. Not legal advice. Outcomes depend on the specific facts.
