Reviews and testimonials are among the most persuasive forms of marketing, because customers trust other customers. That's exactly why the law protects them. This guide explains what Australian businesses can and can't do with reviews, based on ACCC and business.gov.au guidance.
This guide is general information written in our own words, based on the official sources listed at the end. Laws, regulator guidance and platform rules change, and how they apply depends on your business, so check the official source and get legal or professional advice where you need it. We don't recommend particular agencies, tools or platforms, and we never promise results.
The basic rule
The ACCC says it's against the law for a business to create fake or misleading reviews, or to arrange for others to do so. This applies to reviews on your own website, on social media and on third-party review platforms.
What counts as fake or misleading
According to the ACCC and business.gov.au, a review can be fake or misleading if it is:
- written by someone who hasn't used the product or service,
- written by family, employees or people paid by the business without disclosing the connection,
- edited or changed by someone else after it was written,
- removed or changed by the business after a customer posts it, or
- the result of an incentive that wasn't clearly disclosed.
The ACCC also says that failing to disclose commercial relationships, and how they may affect the reviews shown, may amount to misleading conduct.
Asking for reviews is fine
business.gov.au says it's okay to ask customers to review your business, as long as you check the review site's rules. It suggests making it easy, for example by giving customers a direct link or adding a QR code to receipts.
Incentives
business.gov.au says offering an incentive, such as a discount or a prize draw entry, is okay only if you offer it for both positive and negative reviews and clearly disclose that you gave an incentive. The ACCC has found that a lack of disclosure of incentivised reviews was the most common issue in its review sweep.
Don't cherry-pick
Selectively asking only happy customers to post public reviews, while diverting unhappy ones elsewhere, can create a misleading picture. The ACCC has raised concerns about review management services that do this.
Don't suppress genuine negative reviews
Removing or editing genuine negative reviews to inflate your rating is misleading. The ACCC says businesses should have an adequate basis to conclude a review is likely to be fake or misleading before removing or editing it. If you believe a review on a platform is fake, the ACCC suggests contacting the platform to request removal, or responding to correct the record.
Respond to reviews
business.gov.au suggests acknowledging and responding to every review, positive and negative. For negative reviews, it suggests responding promptly but carefully, staying professional, offering to discuss the issue by phone or email, and explaining what you'll do to fix it.
Testimonials on your website
Testimonials must be genuine and reflect what the customer actually said. The ACCC gives the example of a removalist that paid a penalty after publishing testimonials it had copied from an unrelated site and changed. Keep records of where each testimonial came from and get permission to use it.
Be careful with review services
Be wary of services that offer to write reviews, remove negative reviews or boost your rating. Using them can expose your business to legal risk.
A simple review process
After a job or purchase, send every customer the same friendly request with a direct link to your preferred review site. Don't filter by who you think will be positive. Check reviews regularly, respond to each one, and use the feedback to improve. Keep a record of how and when you ask, in case you ever need to show your process is fair.
If a review is fake
If you believe a review of your business is fake, for example from someone who was never a customer, report it to the platform using its process and provide any evidence. You can also respond publicly and politely to correct the record. Avoid accusations you can't support.
Try the email marketing checker
Our free email marketing checker asks six quick questions about consent, identifying your business, contact details and unsubscribing, based on ACMA's guidance on the Spam Act 2003. It shows what to fix if anything is missing. It runs entirely in your browser, and nothing you answer is sent anywhere.
Where our information comes from
Factual statements in our guides are based on official sources, including the ACCC, the Australian Communications and Media Authority (ACMA), the Office of the Australian Information Commissioner (OAIC), business.gov.au and Google Search Central. We link to each source at the end of the page and write everything in our own words. We don't publish invented statistics, benchmarks, case studies or testimonials.
Rules and platforms change
Consumer, spam and privacy rules are reviewed from time to time, regulators update their guidance, and digital platforms change their features and policies often. Treat our guides as a starting point, and check the official source, or get legal or professional advice, before making decisions that matter for your business.
Free official help
business.gov.au publishes free guidance and templates on marketing, advertising and online reviews, and can be contacted on 13 28 46. The ACCC, ACMA and OAIC each publish plain-language guidance for businesses on their websites. State small business commissioners and small business development centres also offer information, workshops and, in some cases, low-cost advice.
Marketing on a small budget
You don't need a big budget to market well. Many of the most effective activities for small businesses cost little except time: a clear, helpful website; accurate local listings; genuine reviews; a simple email list built with consent; consistent social media on one platform; and great service that earns word of mouth. Start with these, measure results and invest more where you see returns.
Working with agencies and freelancers
If you hire help, be clear about your goals and budget, ask for examples of similar work, agree what will be delivered and how results will be reported, and make sure you keep ownership of your website, accounts and customer data. Be wary of anyone promising guaranteed results. Remember that you remain responsible for what is published on your behalf.
Accessibility helps everyone
Making your marketing accessible helps more people use it. Use clear headings and plain language, add descriptive alt text to images, make sure text contrasts well with backgrounds, caption videos, and check that your website and emails work well on phones and with screen readers. Accessible marketing is usually clearer marketing for everyone.
Consistency builds recognition
Use the same business name, logo, colours and tone across your website, listings, social media, emails, signage and printed material. Consistency makes your business easier to recognise and remember, and helps customers trust that they've found the right business. A simple one-page style guide can help anyone who creates content for you.
Look after existing customers
It's often easier to win more business from existing customers than to find new ones. Thank customers, follow up after a sale, ask for feedback, and give them reasons to come back, such as useful updates or offers for regulars. Happy customers also tend to recommend you to others, which is some of the most valuable marketing there is.
A quick checklist
If you remember only a few things from our guides, make them these: know who your customers are; set goals you can measure; be helpful rather than salesy; make every claim accurate and provable; get consent before emailing or texting; never fake or manipulate reviews; disclose paid partnerships; and review what's working regularly.
Key points
- Creating or arranging fake reviews is illegal.
- Asking for genuine reviews is fine; make it easy.
- Incentives must apply to positive and negative reviews and be disclosed.
- Don't edit, suppress or cherry-pick genuine reviews.
- Respond professionally to all reviews.
Frequently asked questions
Can I ask customers to leave reviews?
Yes. business.gov.au says it's okay to ask, for example with a direct link or a QR code on receipts.
Can I offer an incentive for reviews?
Only if it's offered for both positive and negative reviews and clearly disclosed, according to business.gov.au.
Can I delete negative reviews?
You shouldn't remove or edit genuine negative reviews. The ACCC considers that misleading.
Can staff or family write reviews?
Not without clearly disclosing their connection. Undisclosed reviews from people connected to the business can be misleading.
Sources and further reading
Facts on this page were checked against these primary and official sources. Conditions change — confirm before you travel or buy.
