Can you offer a discount for a review in Australia?

No, you should not offer a discount for a Google review. Google says offering free or discounted goods or services in exchange for reviews is strictly prohibited ^[1]. Incentivised reviews are out, whether the reviews are good or bad and however small the discount.

Australian consumer law has its own rules, and they are not a loophole. Government guidance says an incentive for reviews is only acceptable if it is offered for both positive and negative reviews and clearly disclosed ^[3]. Rewarding only the nice ones is treated as misleading. This guide explains both sets of rules, shows what counts as an incentive, and gives you better ways to get honest reviews. It is general information, not legal advice.

What does Google say about discounts for reviews?

Google is the strictest rule you face, so start there. Its Business Profile help page lists "offering incentives, like free or discounted goods or services" in exchange for reviews as fake and misleading content, and says it is strictly prohibited ^[1]. The same page says offering incentives to change a review or remove a negative one is prohibited too, and that reviews should reflect a genuine experience ^[1].

Google's wider content policy goes further. It does not allow "incentivized or biased" reviews, meaning content posted because of an incentive offered by a business ^[2]. It also bans fake engagement, which it says will be removed ^[2].

The policy also says merchants may not:

• selectively solicit positive reviews from customers ^[2];
• discourage or prohibit negative reviews ^[2];
• post or ask for content based on a conflict of interest ^[2].

Notice what is not on the list: asking. Google does not stop you asking customers for honest reviews. It stops you rewarding them, or only asking the happy ones. If you are new to the basics, our guide to how to get more Google reviews covers the link, the QR code and when to ask.

What do Australian rules say about incentivised reviews?

Business.gov.au says that under the Australian Consumer Law it is illegal to create or arrange for a fake or misleading review ^[3]. It also says you may offer an incentive for a review only if the offer covers both positive and negative reviews, and you clearly disclose that you gave an incentive ^[3].

The WA Consumer Protection Commissioner says the same thing in a November 2025 release: discounts or gifts to encourage reviews are acceptable if done transparently, incentives must be offered equally to all customers, not just those likely to leave positive feedback, and they should be clearly disclosed ^[4].

Business.gov.au also lists what is treated as fake or misleading ^[3]:

• a review from someone who never used your product or service;
• a review written by family or staff without disclosing the connection;
• a review that is altered or removed after it is posted;
• an incentive offered for a positive review, without disclosure.

What does that look like in practice?

The best-known Australian example is True Value Solar. From February to September 2015 it gave customers a free solar panel service, valued at $199, for posting a review on a review website ^[5]. It offered the reward only to customers who had already said their experience was positive, and did not disclose it in the reviews ^[5]. After an ACCC investigation, the business agreed not to restart the program and said any future review system would follow ACCC guidelines ^[5]. The ACCC's deputy chair at the time warned that businesses risk misleading consumers if they offer incentives for "unbalanced positive reviews" ^[5].

The case is from 2016, so treat it as an illustration of the principle, not a current penalty guide.

What counts as an incentive?

An incentive is anything a customer gets because they posted a review. The list is wider than most people expect:

What about a gift you give everyone, before you ask?

This is a grey area, and the sources we read do not settle it. Our cautious reading: if every customer gets the same small gift whether or not they review, and you never link it to a review, it is not a reward for reviewing. But it is easy to blur that line in conversation ("here's a little something, and if you could review us..."). The safe habit is to keep the two completely separate, and to ask a lawyer or your industry body about anything unusual.

Does the rule change if the review is not on Google?

Yes, a little. Business.gov.au tells you to check the rules of any review website before asking for reviews ^[3]. Some platforms ban incentives completely, and some allow them under conditions. If you do use one that allows them, the Australian conditions above apply: offered for good and bad reviews, to every customer, and disclosed ^[3][4]. For most local businesses, Google is where the reviews that matter live, so the simplest policy is no rewards for reviews anywhere.

Why not just give a discount anyway?

Because the risks are lopsided. The upside is a few extra reviews. The downside is:

• Google can remove the reviews. Its policy says fake engagement and incentivised content will be removed ^[2]. You lose the reviews and the discount.
• Legal risk. Misleading reviews breach the Australian Consumer Law ^[3][4].
• Customer trust. A page full of reviews that all arrived the same week, after the same offer, looks odd to the next customer reading them.
• Skewed feedback. If you reward people for reviewing, you learn less about what customers really think.

What can you do instead to get more reviews?

You do not need rewards. Most happy customers will leave a review if you ask clearly and make it easy.

Make it one tap

Put your review link or QR code where customers already are: on the invoice, in the follow-up text or email, at the counter. Our free Google review link tool builds the link and a printable card. Business.gov.au also reminds you that review request emails must meet consent requirements ^[3].

Ask every customer

Do not hand-pick who to ask. Google's policy prohibits selectively soliciting positive reviews ^[2], and the WA Commissioner says incentives must go to all customers, not just those likely to leave positive feedback ^[4]. A simple routine, such as the same message after every job, protects you.

Say thank you, not "here's a reward"

Thank people warmly in person and in your reply. That costs nothing and breaks no rule. Our guide on how to respond to a bad Google review covers the harder replies too.

Fix what customers tell you

If someone is unhappy, solve the problem and follow up. Business.gov.au says a customer may update their review once you have resolved the issue ^[3]. But never offer anything in return for a change. Google prohibits rewards for changing or removing reviews ^[1].

Show up well everywhere else

Reviews are one signal among many. A free website scan is a quick way to see how your Business Profile and site look to a new customer, and our growth service can run the whole routine for you if you would rather not.

What if you have already offered a discount for reviews?

Do not panic, and do not make it worse. The steps below are a sensible order, not legal advice:

1. Stop the offer today, including signs, receipts and staff scripts.
2. Do not delete or edit the reviews you control. Business.gov.au says a review that is removed or changed after it is posted can be treated as misleading ^[3].
3. Do not ask customers to remove them or reward anyone for doing so, because Google prohibits that ^[1].
4. Write down what the offer was, when it ran and how many customers took it.
5. Get advice from a lawyer or your industry association if the offer was large or reached many customers.

If someone contacts you demanding money to take down a review, the WA Commissioner's advice is not to pay, because that encourages further extortion, and to report it to the review platform ^[4].

What if you run a health business?

Health practitioners face an extra layer. Ahpra defines a testimonial as a recommendation or positive statement about the clinical aspects of a regulated health service ^[6]. Comments only about customer service or communication style are not testimonials ^[6]. Ahpra's page does not talk about incentives, so check with the regulator before offering anything for reviews at all.

Ahpra also says that on your own website or business social media pages that have review features, you are responsible for the content ^[6]. On platforms you do not control, you do not have to remove reviews ^[6]. Our pages for dentists and physios cover the wider picture.

What to do next

• Remove any sign, receipt line or script that offers something for a review.
• Save your review link and QR code, and put it on your invoice or follow-up message.
• Ask every customer for honest feedback for a fortnight, with the same words each time.
• Reply to every review, and fix problems you hear about.
• Keep staff and family reviews off your profile ^[2].
• If you are in a regulated industry, check your regulator's advertising rules first ^[6].

Running a salon or cafe? A QR code at the till does more than any discount, and it keeps you inside the rules. If you want the follow-up message sent automatically after each job, our automations service can set that up.