A Leith café owner nearly torpedoed her business by offering free cakes for 5-star Google reviews. Within weeks, 43 of her hard-earned reviews were wiped by Google – and she landed on the ASA’s warning list. But here’s what’s interesting: another Edinburgh café increased genuine reviews by 76% in 3 months using completely above-board tactics (The Scotsman, Feb 2024).
So yes, you can offer incentives for Google reviews in Scotland – if you know the rules. Here’s how Scottish businesses are doing it ethically (without getting banned).
1. What the ASA Actually Says (No Legalese, Promise)
The ASA’s CAP Code states two non-negotiables for reviews:
- No conditional incentives: You can’t say *“Get 10% off for a 5-star review.”* That’s bribing.
- No misleading omissions: If you incentivise reviews, you must disclose it clearly (e.g., “We’re running a prize draw for reviewers this month”).
What’s Allowed in Scotland:
✅ Prize draws: “Leave us any review—good or bad—and enter a draw to win afternoon tea for two.”
✅ Charity donations: *“Every review this month = £1 to Glasgow Children’s Hospital.”*
✅ Universal discounts: “Reviewers get 15% off next purchase” (must apply to all reviews, not just positive ones).
Source: ASA Ruling on Incentivised Reviews, 2023
2. The Glasgow Workaround That Actually Works
In the Edinburgh Café Case Study, an increase of 76% more reviews with zero penalties.
It seems the team at The Walnut (Edinburgh) cracked the code by:
- Using a prize draw for all reviewers (not just 5-stars)
- Clear disclosure: “Leave any review this month to enter our free lunch draw”
- Public winner announcements on Instagram
Results (as reported in The Scotsman):
- Reviews increased from 18/month to 32/month
- Average rating stayed genuine at 4.3 stars
- Google never flagged their listing
3. 3 Incentive Ideas That Won’t Get You Banned
1. The “Surprise & Delight” Method
- How: After a genuine review comes in, DM the customer: “Thanks for the feedback—here’s a wee coffee on us next time.”
- Why it’s safe: You’re rewarding after the review, not bribing for it.
2. The Charity Hook
- How: “Leave us a review, and we’ll donate £1 to a local charity.” (Use one you align with or your customers support.)
- Pro tip: Partner with a Glasgow cause (e.g., Simon Community Scotland) for extra local cred.
3. The “Review & Revisit” Discount
- How: “Reviewed us this month? Show this message for 10% off your next visit.”
- Key: Offer it to every reviewer, not just happy ones, being clear it is not for a specific 5-star review or similar)
4. What Never to Do (Unless You Fancy an ASA Investigation)
✖ “Free X for 5 stars!” (Directly violates Google’s and ASA’s rules)
✖ Selective incentives: Only rewarding positive reviews = misleading.
✖ Hidden T&Cs: Burying disclosure in fine print = ASA red flag.
Real Penalty: In 2022, a Dundee Hotel was forced to remove 147 reviews after offering free Prosecco for 5-star ratings (ASA Ruling A22-119327). It may have been misguided instruction or just an oversight, but trying to alter the review scores unjustly will get you noticed for all the wrong reasons.
5. Your Action Plan (Start Today)
- Pick one incentive from Section 3.
- Add clear disclosure: “By leaving a review, you agree to our Terms.” Link to a page explaining the rules.
- Train staff: “Never say ‘5 stars gets you X.’”
Pro Tip: Use Google’s own review link generator like this one, “Google Review Link for Toisc“, to make leaving reviews idiot-proof for customers. Follow these instructions to make your own: Google review link for your business, navigate to your Google Business Profile, find the “Get more reviews” section, and copy the provided link
Final Thought: Incentives Aren’t Cheating—If You’re Honest
Can you offer incentives for Google reviews in Scotland? Yes. Should you? Only if you’re willing to play fair. The best Glasgow businesses use incentives to encourage feedback, not manipulate it.
Need Help? Grab our free ASA-Compliant Review Incentive Templates—pre-written scripts for emails, SMS, and social media. Just reply with “Glasgow Rules” and I’ll send them over.
