Review Request and Reply Swipe File

What's inside

• The rules: a short summary of Google's rules on reviews and the UK's Digital Markets, Competition and Consumers Act 2024, which since 6 April 2025 has banned fake reviews, and reviews given in return for an incentive that isn't disclosed.
• Review requests: an email, a text message, wording for a counter card or receipt, and one polite follow-up.
• Review replies: templates for positive, mixed and negative reviews, and for reviews from people you can't identify as customers.
• Reply habits: timing, tone, customer privacy and reporting reviews that breach Google's rules.

Who it's for

Local and service businesses that want a steady flow of reviews, and anyone on the team who replies to them. Shops, clinics, trades and professional services can all adapt the wording.

How to use it

Replace the brackets with your own details and the direct review link you can copy from your Business Profile. Send requests soon after a job or purchase, and send them to every customer rather than picking the happy ones. Never offer anything in return for a review. When replying, mention something specific from the review, and keep negative replies short, calm and focused on putting things right away from the public thread. The PDF is guidance, not legal advice.