Reviews are often the first thing a potential customer checks. That makes a steady flow of genuine reviews one of the most valuable assets a local business can build, and it's why the law and the platforms police review practices closely.
This article summarises the main rules in Germany. It's an overview, not legal advice; for your specific case, ask a lawyer.
Fake and bought reviews are banned outright
Since the EU consumer-protection reforms took effect in Germany in May 2022, the UWG blacklist explicitly covers fake reviews: submitting or commissioning false reviews, and claiming that reviews come from real customers without taking reasonable steps to check it (Annex to § 3(3) UWG, Nos. 23b and 23c). These practices are always unfair, with no balancing test.
Say how you check the reviews you show
If your website displays customer reviews, § 5b(3) UWG requires you to state whether and how you make sure they come from people who actually used your product or service. A short note next to the reviews, for example 'reviews are shown from our Google Business Profile', is usually the simplest way to meet this.
Asking for reviews by email counts as advertising
German courts treat feedback and review requests sent by email as advertising. The Federal Court of Justice (BGH) decided this in 2018 for a satisfaction survey sent along with an invoice (VI ZR 225/17). That means you need the customer's consent, or you must meet the strict conditions for existing customers in § 7(3) UWG, including a clear option to object in every message.
In practice: ask for consent to feedback emails at checkout or booking, or ask in person and hand over a QR code.
Ask everyone, and don't pay for reviews
Google's policies prohibit 'review gating', which means asking only customers you expect to be happy, and offering incentives in exchange for reviews. Both can lead to reviews being removed or to restrictions on your profile. A compliant system asks every customer at the same point in the journey and accepts whatever they write.
- Ask every customer, at the same moment (for example after the job is done)
- No discounts, gifts, or prize draws in exchange for reviews
- Reply to negative reviews calmly and factually
- Report only reviews that break the platform's rules or the law
How we run it
Our review harvesting service follows these rules by design: consent-based requests, no gating, no incentives, and real reviews shown with their source.
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Build a review engine that holds up.
We set up compliant review requests and show real reviews where buyers decide. Book a free call to see how it would work for you.