This guide is for HVAC owners who want more Google reviews without breaking federal rules or Google's policies. It covers the Federal Trade Commission's (FTC) rule on consumer reviews and Google's review policies for Maps and Business Profiles. On the points this guide covers, Google's policy is the stricter one where the two differ. For reviews on Google, follow Google's rules. It covers federal rules and Google's policies, not state laws. It is general information, not legal advice.
What does the FTC review rule ban?
The FTC rule bans fake reviews and bans paying for reviews that must say something good or bad. The Rule on the Use of Consumer Reviews and Testimonials took effect October 21, 2024. Under the rule's text, 16 CFR Part 465, a business may not write, create or sell a review that materially misrepresents any of these:
- That the reviewer exists
- That the reviewer used or had experience with the product, service or business
- What the reviewer's experience was
The rule also covers buying such reviews. It covers getting them from the business's officers, managers, employees or agents, or their immediate relatives, when the business knew or should have known they were fake or false. Section 465.4 bans giving "compensation or other incentives" for reviews "expressing a particular sentiment, whether positive or negative." Section 465.7 bans using an unfounded legal threat, a physical threat or intimidation to stop a review or get it removed. It also bans, for the same purpose, a public false accusation made knowingly or with reckless disregard for the truth.
The provisions on buying reviews and getting them from insiders do not apply to reviews that came from "generalized solicitations to purchasers to post reviews or testimonials about their experiences."
What is the penalty for breaking the FTC review rule?
Civil penalties can reach $53,088 per violation. In a December 22, 2025 press release, the FTC said it had warned 10 companies about possible violations of the rule. The FTC said the letters "are not formal determinations that the recipients have violated the Consumer Review Rule." The letters warned that violations "can result in the filing of a federal lawsuit or other legal action, and civil penalties of up to $53,088 per violation."
The same amount appears in the FTC's penalty rule, 16 CFR 1.98. It sets a maximum of $53,088 under section 5(m)(1)(A) of the FTC Act for penalties assessed after January 17, 2025. In a September 15, 2026 notice, the FTC said its civil penalty amounts "will remain unchanged during 2026."
The notice says an April 17, 2026 memo from the Office of Management and Budget cancelled the 2026 inflation adjustment. The memo said the government shutdown left the Bureau of Labor Statistics unable to produce October 2025 CPI-U data, which the adjustment needs. If another page gives a different penalty figure, check its date against the January 17, 2025 cutoff. We found no court-imposed penalty under this rule on an FTC page.
Is review gating allowed?
Google bans review gating, and the FTC says it can break federal law even though the review rule does not ban it by name. The FTC's staff Q&A, dated November 2024, takes up the practice of asking for reviews "only from customers whom we think are happy with our services." It answers, "The rule does not contain a specific prohibition against such conduct. But this practice could violate the FTC Act."
The Commission said the same thing when it issued the rule. It wrote that "although Sec. 465.4 does not cover 'review gating,' review gating can nonetheless violate section 5 of the FTC Act." Some pages say review gating violates the FTC review rule itself. The FTC's own words are narrower: the rule does not specifically ban it, but the FTC Act can apply.
Google's Maps content policy is direct. It bars merchants from trying to "Discourage or prohibit negative reviews, or selectively solicit positive reviews from customers." On Google, ask every customer, not only the ones you think are happy.
Can you give customers something in return for a Google review?
Google bans incentives for any review, even though the FTC rule allows some incentives. FTC staff say, "The rule does not prohibit giving incentives for reviews, as long as there isn't an express or implied requirement that the reviews have to express a particular sentiment." They add that "failing to disclose incentives could be a violation of the FTC Act." Paying incentives for 5-star reviews on third-party platforms would violate Section 465.4, FTC staff say, even if reviewers add a disclosure.
FTC staff also say you can't hint that a review must be positive. One of their examples of an implied requirement is "Tell us how much you loved your visit to John's Steakhouse and get a $5 coupon."
Google's Maps policy bans offering "incentives – such as payment, discounts, free goods and/or services - in exchange for posting any review or revision or removal of a negative review." Google's Business Profile tips page calls such incentives "fake & misleading content" that "is strictly prohibited." You may read that offering incentives for reviews is legal. Under the FTC rule, that holds only when the incentive does not depend on what the review says. Google bans review incentives either way.
Can employees and family members review your HVAC company?
Google's policy treats reviews from employees and family as a conflict of interest, so don't ask them for Google reviews. FTC staff say a small business owner can ask family members to write reviews, "but ask them to clearly and conspicuously disclose their relationship to your business." The FTC rule also covers fake or false reviews that a business gets from its employees or their relatives.
Google's Maps policy prohibits "Content that is based on a conflict of interest." It says a conflict of interest may include "current or former employment" and "familial relationships." The FTC's answer on family reviews does not change Google's policy for reviews on Google.
| Practice | FTC rule and staff guidance | Google Maps policy |
|---|---|---|
| Asking only customers you think are happy | Not specifically banned by the rule; could violate the FTC Act | Banned as selective solicitation |
| An incentive that doesn't depend on what the review says | Not banned by the rule; not disclosing it could violate the FTC Act | Banned for posting any review |
| An incentive for 5-star reviews | Violates Section 465.4, even with a disclosure | Banned |
| Reviews from family members | Allowed if they clearly disclose the relationship | Listed as conflict of interest content |
| Reviews from current or former employees | The rule covers fake or false reviews a business gets from employees | Listed as conflict of interest content |
From 16 CFR Part 465, FTC staff Q&A (November 2024) and Google's Maps User Generated Content Policy (undated).
How should an HVAC company ask for Google reviews?
Ask every customer with Google's review link or QR code, and attach no reward. Google's tips page says you can "ask customers to visit a Google link or scan a QR code." Google's page on review links says you can create and share a link or QR code to request reviews. It suggests putting it on receipts, in thank-you emails and at the end of a chat, or printing the QR code for your store. It says you can also send requests by email, WhatsApp message or Facebook post. Google says review QR codes can currently be made only in a computer browser, not on mobile devices. Google's page does not mention text messages.
Google's Maps policy allows merchants to "Solicit or encourage the posting of content that does represent a genuine experience, without offering incentives to do so or attempting to influence the rating or the contents of the review." It says merchants "should not require or pressure users to leave ratings or write reviews while on the premises," nor ask for specific content. That includes asking staff to get a certain number of reviews, or reviews that name a staff member. Google's text speaks of the premises. We found no Google page on technicians asking for reviews in a customer's home.
If you use review request software to send your link after each job, set it to send the same request to every customer. A setting that asks only customers who seem happy could conflict with Google's ban on selectively soliciting positive reviews. NiceJob (affiliate link) is one example of review request software, and we name it because this section covers automated requests and the same settings check applies to it.
Asking tends to work, according to a 2026 BrightLocal survey of 1,002 US adults. BrightLocal sells review-management software, and its survey covers all local businesses, not only HVAC. In the survey, 78% of consumers were asked to leave feedback for a business over the past 12 months. Most people who were asked went on to leave a review.
The same survey found that 47% of consumers won't use a business with fewer than 20 reviews. It found that 74% only care about reviews written in the last three months. In 2026, 31% said they will only use a business with 4.5 stars or more, up from 17% the year before. And 68% will only use a business with four or more stars, up from 55% in 2025.
Google's local ranking help page says, "More reviews and positive ratings can help your business's local ranking." It says review count is part of prominence, one of the factors local results are mainly based on. We found no Google page that ties reviews to regular, non-local web rankings. Our guide to Google's 2026 core updates covers what Google has said about its ranking updates. Our comparison of Google Ads and Local Services Ads covers how reviews figure in Local Services Ads.
How should you respond to Google reviews?
Respond honestly and calmly, and never threaten or falsely accuse a reviewer. FTC staff say, "Yes, you can respond publicly to the review, and yes, you should watch what you say." The rule prohibits a false accusation about the reviewer if you know it is false or make it with reckless disregard for the truth. Your response also shouldn't use physical threats or intimidation to get a review removed or changed.
FTC staff say the rule does not stop you from contacting customers who post negative reviews to resolve the issue. It also does not prohibit "simply asking satisfied customers to update their reviews." FTC staff say offering an incentive to take down a negative review is not barred by the rule but "could be an unfair practice in violation of the FTC Act." Google's Maps policy bans incentives for the revision or removal of a negative review.
Google's tips page says, "Be conversational, not promotional," and to avoid offering deals or promotions in replies. For negative reviews, its tips include protecting privacy and avoiding personal attacks, being honest and explaining limitations, and apologizing when appropriate. They also include personalizing your reply and responding in a timely manner.
Google's page on reporting reviews says, "Do not report a review just because you disagree with it or dislike it. Google doesn't get involved in conflict between businesses and customers." It says review evaluation typically takes several days.
The 2026 BrightLocal survey found that 89% of consumers expect business owners to respond to reviews. It found that 19% expect a same-day response and 81% expect a response within a week. It also found that templated or generic responses make 50% of consumers unlikely to choose a business.
What happens if Google finds fake reviews on your profile?
Google may remove the reviews and restrict your Business Profile. Google's restrictions page says that if a business owner violated its Fake Engagement policy, it "might place restrictions" on the profile. Its examples include blocking new reviews or ratings for a set period of time and unpublishing existing reviews or ratings for a set period. Another example is showing a warning that fake reviews were removed. We found no Google page that says how long these restrictions last. Google says owners are notified by email and may appeal.
What is the FTC's fake review case against a home services company?
It is a pending case, and the FTC's account describes allegations, not findings. On May 11, 2026, the FTC announced that it and Illinois had taken action against Premium Home Service. The complaint alleges that tens of thousands of consumers searching for local home repair companies were diverted to the defendants' business profiles. Those profiles allegedly used common search keywords, including "heating and cooling," and showed "fabricated five-star reviews and ratings."
The complaint also alleges violations of the review rule, including "seeking and using fake reviews from employees and relatives." The FTC said its vote to refer the civil penalty complaint to the Department of Justice was 2-0. As of October 2026, we found no final judgment or settlement in the case on an FTC page.
More guides for HVAC owners are on the Owner's Desk.