Short answer: Under Google's current policy, businesses may ask any customer for an honest review. They may not offer incentives, ask only happy customers, discourage negative reviews, pressure customers to review on the premises, ask for specific content such as a staff member's name, or set review targets for staff. Google removes reviews that break these rules.
Google's rules for reviews sit in its Prohibited and restricted content policy for Google Business Profiles. The policy applies to every business with a profile, including those in Singapore.
What changed in Google's review policy in 2026?
Google updated the review section of the policy in early 2026. Search Engine Roundtable reported the update on 20 February 2026, highlighting new wording on unusual review patterns and on pressuring customers while they are on the premises.
The current policy now spells out several practices that were previously grey areas:
- Businesses should not require or pressure customers to leave ratings or reviews while they are on site.
- Businesses should not ask customers to include particular content, and that includes a staff member's name.
- Businesses should not ask staff to collect a certain number of reviews.
- Reviews that arrive in unusual volumes or patterns suggesting rating manipulation can be removed.
The long-standing rules on incentives and review gating remain in place.
What is allowed under Google's review policy?
Asking any customer for an honest review is allowed. Incentives, asking only happy customers, pressure on site, requests for particular wording and staff review targets are not. The table below covers the common cases.
| Practice | Allowed? | Notes |
|---|---|---|
| Asking every customer for an honest review | Yes | Google explicitly allows this |
| Sending a direct review link or QR code | Yes | Google provides both for free |
| Sending one reminder | Yes | Keep it polite, with no pressure |
| Offering private feedback to every customer, alongside the review link | Yes | As long as everyone also gets the public option |
| Asking only customers you think are happy | No | This is review gating |
| Routing low ratings to a private form instead of Google | No | Also review gating |
| Discounts, gifts, lucky draws or payment for a review | No | Applies whether the review is positive or negative |
| Offering something in exchange for editing or removing a negative review | No | Explicitly prohibited |
| Asking for five stars or suggesting what to write | No | Includes asking customers to name staff |
| Asking customers to review while staff watch | No | Counts as on-premises pressure |
| Setting review quotas or targets for staff | No | Explicitly prohibited |
| Reviews from owners, staff, family or business partners | No | Conflict of interest |
What happens if a business breaks Google's review rules?
Google states that incentivised or biased reviews are not allowed and will be removed from Maps. The policy also says Google may take action against accounts whose behaviour harms its users, ranging from suspending privileges to terminating the account.
For a small business, losing a batch of reviews can undo months of work. It can also leave a visible drop in review count that customers notice.
What does the policy mean for Singapore service businesses?
Most of the risk comes from habits that feel harmless. Paying technicians a bonus per review, or ranking them on a review leaderboard, now sits squarely against the staff quota rule. Asking customers to mention the cleaner or mover by name falls under the rule on specific content.
Asking on the spot is another common one. Handing over a phone or tablet at the end of the job and waiting while the customer writes a review counts as on-premises pressure. A message they can open later is safer, and it usually gets more reviews anyway.
Then there are the tools themselves. Some QR stands, NFC cards and apps send only high ratings to Google, so it is worth checking how yours works.
How can I check if my review process is compliant?
- Every customer receives the same review request, regardless of how the job went.
- The review link goes straight to Google, with no rating screen first.
- No discount, gift or lucky draw is linked to reviews.
- Staff have no review targets and earn nothing per review.
- Messages don't ask for a rating, wording or staff names.
- Customers can review later, in their own time.
Frequently asked questions
Can I still ask customers for Google reviews in 2026? Yes. Google explicitly allows businesses to ask for reviews of genuine experiences, as long as there is no incentive and no attempt to influence the rating or content.
Is a QR code on my counter allowed? Yes. Displaying a QR code is fine. What is not allowed is requiring or pressuring customers to review while they are there.
Can I thank customers who leave reviews? Yes, by replying to their review. Just don't give anything of value in return.
Does Google check every review? Google uses automated systems and reports from users. Reviews that break the policy can be removed at any time, including long after they were posted.
Where can I read the official rules? In Google's Prohibited and restricted content policy. Google can update it at any time, so check it before changing your review process.
Not sure if your process is compliant?
Pencil Glow checks review processes for Singapore service businesses against Google's current rules. Request an Google profile check and we'll tell you what to change.