Behind the stars: Review-gating software raises questions for small businesses

Detailed summary

Not all that glitters is five stars. Some small businesses are using software that filters out negative reviews, potentially leaving them in a regulatory grey area. The post…

Business management platforms such as Phorest and Fresha offer services including bookings, payments, and customer management, alongside features that can filter customer feedback before it reaches public review sites.

The practice, known as review gating, involves selectively encouraging customers to leave public reviews based on their previous feedback.

Google’s policy prohibits businesses from “discouraging or prohibiting negative reviews, or selectively soliciting positive reviews from customers”.

Other major review platforms, including Trustpilot and Tripadvisor, also ban businesses from selectively soliciting positive reviews.

Third-party review-management software is used across hospitality, retail, real estate, automotive services, trades, beauty and wellness. They can allow businesses to filter customer feedback before it even reaches review sites like Google, creating misleading pictures of customer satisfaction.

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Brian Logan, founder of SEO North Sydney, described review gating as a “grey area”, but said it could still be a “good tactic” for businesses looking to protect their online reputations.

“As long as you’re doing things that aren’t explicitly dodgy, it’s fine,” Logan said.

He argued businesses were “fighting fire with fire”, with some customers threatening negative reviews to get their way.

Opening of the article, excerpted from SmartCompany. To read the rest, open the article on the publisher's site.