Navigate ACCC rules on review incentives and protect your business reputation
Yes, you can incentivize reviews in Australia, but there are strict rules you must follow. The Australian Competition and Consumer Commission (ACCC) allows businesses to offer incentives for honest feedback, provided you comply with consumer law and maintain transparency. Breaking these rules can result in hefty fines and serious reputational damage.
The ACCC doesn't ban review incentives outright. Instead, they regulate how businesses can encourage customer feedback under the Australian Consumer Law (ACL). The key principle is simple: incentives must never influence customers to leave false or misleading reviews.
According to the ACCC's Guidelines on Unconscionable Conduct, businesses must ensure that any incentive scheme:
The penalty for breaching these guidelines can reach $50,000 for individuals and $250,000 for corporations, plus potential civil action from competitors or consumers.
Offering a $10 discount or coffee voucher for leaving a review is perfectly legal, provided you:
A Melbourne-based café successfully ran a campaign offering a free coffee to customers who left any honest review on Google. The key was that they didn't specify "positive reviews only"—they welcomed all feedback.
Adding points to a customer's loyalty account for submitting a review is legal. This works particularly well for tradies and service providers who maintain customer databases.
For example, a Sydney plumbing company awarded 50 loyalty points (worth $5) for each review submitted. Customers could redeem points for future services. This approach was compliant because:
Entering reviewers into a monthly prize draw is another lawful option. A Brisbane hair salon ran a "Review and Win" campaign where every customer review went into a draw for a $200 gift voucher. This was legal because:
Offering a sample product or complimentary service for a review is acceptable. A Perth-based personal trainer offered a free initial consultation to clients who left reviews on their Google Business Profile. The incentive didn't bias the review—it simply encouraged participation.
This is the most common violation. Offering $20 for a 5-star review but nothing for lower ratings is illegal under the ACL. It directly incentivizes dishonest feedback and misleads consumers.
The ACCC has taken action against businesses doing this. In 2022, a fitness chain was fined for offering discounts exclusively for positive reviews. The penalty included mandatory corrective advertising and a substantial financial settlement.
Paying third-party services to write fake reviews in customers' names is illegal. These services violate multiple laws:
Penalties are severe. A Gold Coast tourism operator was caught using a fake review service and faced ACCC prosecution, plus removal from major review platforms.
Offering different incentives for different review ratings is problematic. For instance:
Both examples pressure customers toward positive feedback and breach the ACL.
Making a review mandatory to complete a transaction is illegal. You can't say, "You must leave a review to receive your refund" or "Complete your review before checkout."
However, you can encourage reviews after purchase without making them compulsory.
Offering money to delete or modify a negative review is illegal and unethical. It's considered bribery and violates consumer protection laws. Additionally, most platforms prohibit this practice in their terms of service.
Beyond ACCC guidelines, each review platform has its own policies:
Google Business Profile: Prohibits paid incentives for reviews entirely. You can encourage reviews through email or signage, but offering payment is grounds for account suspension.
TripAdvisor: Allows incentives only if they're available to all customers regardless of review content. TripAdvisor actively filters reviews from incentivized campaigns and may flag your business.
Facebook: Permits incentives if they're transparent and don't condition rewards on review content.
Industry-Specific Platforms: Real estate sites like realestate.com.au and Domain have strict anti-incentive policies. Real estate agents caught offering incentives face disciplinary action from their professional bodies.
Clearly disclose that you're offering an incentive. Add a note like: "We offer a $10 discount to all customers who leave a review. Your honest feedback helps us improve."
Transparency builds trust and keeps you compliant.
Ensure every customer receives the same incentive regardless of their review rating or content. No hidden conditions.
Keep records of your incentive scheme, including:
This documentation protects you if the ACCC ever investigates.
Make sure staff understand the rules. A well-meaning employee might accidentally violate guidelines by saying, "Leave a good review and get a discount." Regular training prevents costly mistakes.
Review platforms update their policies regularly. Check Google Business, TripAdvisor, and Facebook guidelines quarterly to stay compliant.
Legal incentives work best alongside a strong response strategy. Engage with positive and negative reviews professionally. This shows potential customers you care about feedback.
Review incentives are legal in Australia when done correctly. The ACCC allows businesses to encourage feedback through discounts, loyalty points, and prize draws—as long as you never condition incentives on review content or ratings.
The golden rule: treat all reviews equally. If you're offering an incentive, make it available to customers regardless of whether they leave 1 star or 5 stars.
Non-compliance is expensive. Beyond ACCC penalties, you risk platform removal, reputational damage, and loss of customer trust. The short-term gain from fake or incentivized reviews isn't worth the long-term consequences.
Focus instead on delivering great service, encouraging honest feedback, and responding professionally to all reviews. That's the sustainable path to a strong online reputation in Australia.
Yes, you can incentivize reviews in Australia under Australian Consumer Law, but incentives must never encourage false or misleading feedback. The ACCC allows discounts, vouchers, and loyalty points for honest reviews, provided the same incentive applies regardless of rating and you clearly disclose the offer upfront.
Breaching ACCC guidelines on review incentives can result in fines up to $50,000 for individuals and $250,000 for corporations. You may also face civil action from competitors or consumers, plus significant reputational damage to your business.
No. Under Australian Consumer Law, you must offer the same incentive to all customers regardless of their review rating. Offering higher rewards for positive reviews encourages dishonest feedback and violates ACCC guidelines. All incentives must treat customers fairly.
Legal incentives include equal-value discounts, vouchers, loyalty points, or rewards offered to all customers who submit honest reviews. The key is transparency—clearly disclose the incentive upfront and never condition it on positive ratings. Platform terms of service must also be followed.
Yes, transparency is mandatory under Australian Consumer Law. You must clearly state upfront that an incentive is available for leaving a review. This disclosure protects you legally and builds customer trust by showing you're not hiding the incentive arrangement.
You can offer incentives, but you must comply with each platform's specific terms of service. Google, Facebook, and other review platforms have their own policies restricting incentivized reviews. Always check platform guidelines before launching any review incentive campaign to avoid account suspension.
Legal incentives are transparent, equal for all customers, and don't influence review honesty. Illegal schemes offer higher rewards for positive reviews, hide the incentive, or pressure customers to leave false feedback. The ACCC's key principle: incentives must never compromise review integrity or mislead consumers.
Why Review Response Time Matters More Than Ever 76% of customers expect businesses to respond to their reviews within 24 hours. This isn't just a...
How Social Proof Reviews Drive Australian Customer Buying Decisions Social proof through customer reviews is one of the most powerful psychological...
Review Monitoring: Why Real-Time Alerts Matter for Your Business In today's digital landscape, a single negative review can damage your Australian...
Join hundreds of Australian businesses automating their review management with AI
Learn More