Gift-Giving for Reviews: Ethical Best Practices & Smart Strategies

Can You Offer Gifts in Exchange for Reviews?

The short answer: It’s complicated. The long answer: You need to be mindful of ethical and legal guidelines when offering gifts in exchange for reviews. While customers love freebies and brands love glowing testimonials, the Federal Trade Commission (FTC) has specific rules about incentivized reviews. Violating these can result in hefty fines and damage to your brand’s credibility.

A 2022 BrightLocal study found that 77% of consumers “always” or “regularly” read online reviews when browsing for local businesses. However, fake or incentivized reviews can erode trust, which is why brands need to be transparent about how they collect feedback.

What Does the FTC Say About Incentivized Reviews?

The FTC’s guidelines on endorsements are clear:

1. Disclosures Are Required – If a customer is receiving a gift, discount, or compensation in exchange for a review, they must disclose that in their review.
2. Honest and Unbiased Feedback Is Necessary – You can’t require someone to leave a positive review. The feedback must reflect the customer’s actual experience.
3. Fake or Misleading Reviews Are Illegal – Creating fake reviews (or having employees pose as customers) can lead to severe legal consequences.

In 2019, the FTC fined Sunday Riley Skincare for asking employees to post fake reviews on Sephora’s website. Amazon has also sued multiple companies for facilitating fake reviews, highlighting the risks of dishonest practices.

How Can You Ethically Use Gifts to Encourage Reviews?

1. Ask for Reviews After a Positive Customer Experience

The best time to request a review is after a customer has had a great experience with your product or service. Instead of directly exchanging gifts for reviews, reward all customers—regardless of whether they leave one.

For example, a company might send a “thank you” gift to all recent buyers and politely encourage feedback. This method builds goodwill and makes customers more likely to share their genuine opinions.

2. Offer Rewards for All Reviews (Not Just Positive Ones)

To stay within ethical guidelines, offer rewards for leaving a review—without requiring a specific rating. Customers should feel free to express their honest thoughts, whether glowing or critical.

Examples of ethical rewards include:

• Discount codes for future purchases
• Entry into a giveaway (as long as there’s no requirement for a five-star rating)
• Exclusive perks for loyal customers

3. Use Loyalty Programs Instead of Direct Incentives

A well-structured loyalty program can encourage reviews organically. Offer points for engagement activities like:

• Writing reviews
• Uploading photos
• Referring friends

When customers accumulate points, they can redeem them for perks without feeling pressured to leave a biased review.

Should Businesses Use Corporate Gifting to Get Reviews?

Corporate gifting is a powerful strategy, but it must be done right. Sending thoughtful gifts to clients or partners can increase brand affinity and encourage positive word-of-mouth—but if you’re explicitly asking for a review in return, you’re treading on thin ethical ice.

Instead, focus on using corporate gifting to nurture genuine relationships. If clients love your service, they’ll naturally be inclined to leave positive feedback.

What Are the Best Tools for Managing Reviews?

If you want to streamline the review process, use tools that make it easy for customers to leave feedback while ensuring compliance with ethical guidelines.

Some great platforms include:

• Trustpilot – Helps businesses collect and display verified customer reviews.
• Google Reviews – A must for local businesses; you can send direct review request links.
• Yotpo – Integrates with eCommerce stores to automate review collection.
• Feefo – Focuses on verified customer reviews with strong compliance features.

These platforms can help you track customer feedback and make data-driven improvements to your product or service.

What Happens If You Violate Ethical Review Guidelines?

If a brand gets caught offering undisclosed incentives for reviews, it risks:

• FTC fines and legal action
• Loss of credibility and trust
• Removal of fake or biased reviews from platforms like Google, Amazon, and Yelp

A single scandal can take years to recover from, making it far smarter to focus on long-term customer relationships instead of quick review hacks.

Conclusion: What’s the Best Approach?

Gift-giving for reviews is a delicate balancing act. The key takeaways are:

• Always be transparent – If offering an incentive, make sure reviewers disclose it.
• Encourage honest feedback – Don’t push only for positive reviews.
• Build relationships, not transactions – Thoughtful corporate gifting should foster goodwill, not be a pay-for-play scheme.

By sticking to ethical best practices, brands can collect genuine reviews, maintain credibility, and build a loyal customer base—without landing in legal hot water.

FAQs

Is it legal to give gifts for reviews?

Yes, but the reviewer must disclose that they received a gift, and their review must be honest.

What are the risks of fake reviews?

Fake reviews can result in legal action, loss of credibility, and account suspension on platforms like Amazon and Yelp.

How can I encourage ethical reviews?

Provide a great customer experience, use loyalty programs, and ask for honest feedback without requiring a positive rating.

What’s the best way to use corporate gifting for reviews?

Instead of asking for reviews outright, use gifts to strengthen relationships. Happy customers will naturally share their experiences.