Review Gating: The Ethics and Effectiveness Debate

Online reviews have become an essential part of the decision-making process for consumers. Before making a purchase, many people check online reviews to see what others have experienced with the product or service. 

This has led businesses to pay close attention to their online reputation and to take steps to manage it. One of the methods that businesses have used to manage their online reviews is called review gating. However, review gating has been a controversial topic in recent years. 

Some consider it unethical, while others argue that it is necessary for quality control. In this article, we will explore the ethics and effectiveness of review gating and look at alternatives that businesses can use to manage their online reputation.

The Ethics of Review Gating

Review gating is a practice where businesses filter out negative reviews by requiring customers to complete a positive review before allowing them to leave a negative review. This is usually done through an automated system that sends customers a follow-up email after their purchase, asking them to rate their experience.

If the rating is positive, the customer is directed to leave a review on a public platform like Yelp or Google. If the rating is negative, the customer is asked to provide feedback privately and not directed to leave a review on the public platform.

The practice of review gating has been criticized by some for being unethical because it interferes with the authenticity and transparency of online reviews. Customers may feel coerced into leaving a positive review to gain access to leave their negative feedback, which may not accurately reflect their true experience. 

Additionally, businesses may use review gating to manipulate their online reputation by selectively displaying only positive reviews and hiding negative ones.

There are several arguments against the practice of review gating, including:

Lack of transparency: Review gating creates a lack of transparency by hiding negative reviews, which can mislead customers into thinking that the business has a better reputation than it actually does.

Impact on review quality: Review gating can impact the quality of reviews by filtering out negative feedback, which may provide important insights for businesses to improve their products or services.

Potential for bias: Review gating can lead to bias in the selection of reviews that are displayed to the public, as businesses may choose only positive reviews to display, which can skew the overall rating of the business.

Legal considerations: The Federal Trade Commission (FTC) has issued guidelines that require businesses to disclose any incentives provided to customers in exchange for reviews. Review gating may not be compliant with these guidelines if it fails to disclose the incentive for positive reviews.

The Effectiveness of Review Gating

While review gating has been criticized for its potential impact on the authenticity and transparency of online reviews, some argue that it is necessary for quality control. The following are some of the arguments for review gating:

Quality control: Review gating can help businesses ensure that the reviews they receive are genuine and provide an accurate reflection of the customer’s experience.

Filter out fake or spam reviews: Review gating can help businesses filter out fake or spam reviews, which can distort their online reputation.

Encourage more honest and thorough reviews: By directing customers to leave reviews only after they have had a positive experience, businesses may encourage more honest and thorough reviews.

The effectiveness of review gating in managing online reputation is a subject of debate, with some studies showing positive effects, while others show negative effects. Some studies have shown that review gating can result in higher review scores and increased review quantity, while others have shown that it can lead to a decrease in review quantity and lower overall ratings. 

It is also worth noting that some online review platforms, such as Yelp and Google, prohibit the practice of review gating and may penalize businesses that engage in it.

Finding the Right Balance

While review gating may have its advantages, it is important for businesses to consider the ethical implications and potential consequences of the practice. Online reputation management is essential for businesses to attract and retain customers, but it should not come at the cost of transparency and authenticity.

There are several alternatives to review gating that businesses can use to manage their online reputation. These include:

Responding to negative reviews: Responding to negative reviews can show customers that the business values their feedback and is committed to improving their experience.

Providing incentives for reviews: Businesses can provide incentives, such as discounts or freebies, for customers to leave reviews. However, it is important to disclose any incentives provided for reviews to comply with FTC guidelines.

Using a review management platform:  Review management platforms can help businesses monitor and respond to online reviews and provide insights into customer feedback. That’s where ReviewArm comes in. 

We offer a comprehensive review management platform that allows businesses to monitor, respond to, and analyze customer reviews. Our platform also provides helpful insights into customer sentiment and allows businesses to track their online reputation in real-time.

If businesses choose to use review gating, they should follow ethical guidelines, such as:

Be transparent about the practice: Businesses should disclose that they use review gating and explain how it works.

Use it sparingly: Businesses should use review gating only in exceptional circumstances and not as a routine practice.

Provide an alternative: Businesses should provide an alternative for customers to leave feedback if they do not want to leave a positive review.

Manage Your Reviews with ReviewArm

Looking for a reliable and ethical way to manage your online reviews? Check out ReviewArm, our review management platform that helps businesses monitor and respond to customer feedback. 

You don’t have to rely on review gating to maintain a positive online reputation. With the right tools and strategies, businesses can nurture an honest and authentic relationship with their customers and build trust and loyalty.

With ReviewArm in your corner, you can build trust with your customers, improve your online reputation, and grow your business. Sign up for a free trial today and start taking control of your online reputation!