Name the destination before promising a reward
Google Maps prohibits incentivized reviews. Asking for an honest review, rather than a positive one, does not make that incentive acceptable under its policy. Keep Google review requests outside the reward campaign.
For US-facing social endorsements, a benefit offered by the business can create a material connection that needs clear disclosure. Disclosure does not override a platform restriction. Check the rules for the specific channel and format before launching.
| Proposed invitation | Decision |
|---|---|
| Post about your visit and earn the stated reward | Check the channel rules; explain the benefit and disclosure in the brief |
| Leave a Google review for a free item | Do not run this offer |
| Only five-star feedback earns a reward | Do not use favorable sentiment as the approval criterion |
| Share feedback privately with our team | Treat feedback as its own workflow; do not turn it into a public endorsement without permission |
Keep the action, incentive, and evidence together
Write the action in ordinary customer language: what to share, where it goes, what proof to submit, and when the reviewer will respond. State the reward conditions before the customer spends time creating anything.
For example, a hypothetical coffee campaign could ask for a photo of the customer’s usual order and their own description of the visit. The brief should explain that the customer can receive a drink reward after an eligible submission is approved. Do not ask staff to hide that relationship to make the content look spontaneous.
Make the relationship understandable where people see the content
The FTC advises making the disclosure easy to notice and understand, alongside the endorsement. A disclosure hidden on a profile or buried after a long block of hashtags may not communicate the relationship clearly. Use wording that truthfully describes the actual offer.
Build a check into your draft process: ask a teammate who has not read the brief what they think the customer receives. If they cannot tell from the proposed post, revise the instructions before recruitment. This is a practical clarity check, not a guarantee of legal compliance.
Review the instructions, not the level of praise
Use the same written criteria for every submission. A customer expressing a mixed experience should not be declined merely because the owner wanted enthusiasm. If a required detail is missing, explain the specific correction and the existing deadline.
Avoid turning approval into an editing service that rewrites people’s opinions. Staff can point to missing proof or unclear reward disclosure without prescribing a favorable testimonial. Keep service complaints in the service-resolution workflow as well.
Give staff one consistent explanation
Before printing signs, compare the spoken invitation, QR page, and campaign brief. Remove ambiguous phrases such as “review us for a treat.” Customers should know whether they are making a social post, submitting private feedback, or being asked for a public review.
Use the campaign brief guide to document the action and review criteria. Check the primary sources below when changing the channel, incentive, or format; this guide covers a US-focused operating distinction rather than every jurisdiction’s requirements.
“This is an optional customer social-content campaign. The page explains the action, the offered reward, and how to disclose it. A Google review is not part of earning this reward.”
Sources & further reading
Policy references checked September 25, 2026. Check current rules for your campaign and jurisdiction.
Write the action clearly.
Use the brief worksheet to separate your social-content offer from public-review requests.
Prepare the campaign briefPlanning your spend? Use the reward-budget calculator. Ready to see the product? Walk through the campaign flow.