How to Respond to Negative Reviews (With Example Replies) and What the FTC Rule Means

The best way to respond to a negative review is quickly, briefly and calmly: thank the person, acknowledge the specific problem without arguing, say what you are doing about it, and offer a direct way to continue the conversation offline. The reply is not really for the reviewer. It is for the hundreds of future customers who will read both the review and your answer.

Below is the process we use, example replies you can adapt, and what the FTC's rule on fake reviews means for how you handle reviews (both the ones you reply to and the ones you ask for).

Before you reply: a five-minute routine

1. Wait until you are calm. If the review makes you angry, draft a reply and leave it for an hour. Replies written in the moment are the ones that get screenshotted.
2. Check the facts. Find the order, booking or job. Was this a real customer? What happened, according to your staff?
3. Decide whether it violates policy. Spam, off-topic rants, hate speech, a review from a competitor or a former employee may break Google's rules (see below). A review that is simply negative does not.
4. Fix what can be fixed. If there is a refund to issue or a call to make, do that first. Then the reply can say so honestly.
5. Reply within a day or two. A fast reply shows the review was read. A reply three months later mostly shows the profile was neglected.

How to structure a reply to a negative review

Most good replies follow the same shape, in three to five sentences:

• Thank them for taking the time to write, by name if they used one.
• Acknowledge the specific issue in your own words, so it is clear you read it.
• Take responsibility for what was in your control, without making excuses or blaming staff by name.
• Say what changed or what you will do. Concrete beats vague.
• Offer a direct contact: a named role, a phone number or an email, so the rest happens privately.

What to leave out: arguments about details, sarcasm, the customer's private information, discount offers in exchange for changing the review, and anything that sounds like a legal threat.

Example replies to negative reviews

Slow service (restaurant)

Thank you for telling us, Maria. Waiting 40 minutes for entrees on a Saturday is not the experience we want for anyone, and we're sorry. We were short in the kitchen that night, and we've since added a cook to weekend shifts. I'd like to make it right. Please call me at the restaurant and ask for the general manager.

A missed appointment window (home services)

We're sorry we missed your window on Tuesday, and that nobody called to tell you. That's on us. We've changed our dispatch process so customers get a text if a technician is running more than 30 minutes late. Our service manager will reach out today to reschedule at no charge for the visit.

A complaint you believe is unfair

Thanks for the feedback. We take every concern seriously, and we weren't able to match this visit to our records. We'd like to understand what happened. Could you contact our office manager at the number on our website so we can look into it?

That last one stays neutral without accusing the reviewer of lying. If the review turns out to be fake, report it, and let the calm reply stand in the meantime.

A short, low-rated review with no detail

We're sorry your visit fell short. We'd like to know what we could have done better. Please reach out to us directly so we can follow up.

When you can get a review removed

Google removes reviews that break its contribution policies, such as spam, fake engagement, off-topic content, harassment and reviews based on a conflict of interest (for example, current or former employees). You can report a review from your Business Profile or through Google's Reviews Management Tool, and the reporting process includes a one-time appeal if Google finds no violation.

Google is also clear that a review should not be reported just because you disagree with it, and that it does not step into disputes between businesses and customers. Most negative reviews will stay up. The reply is your tool.

What the FTC fake review rule means for your business

The Federal Trade Commission's rule on consumer reviews and testimonials took effect on October 21, 2024, and allows courts to impose civil penalties for knowing violations. The FTC's questions and answers for businesses summarize what it covers:

Two points owners often ask about:

• Replying to negative reviews is allowed. The FTC says you can respond publicly and should watch what you say. You can also contact a customer to resolve the problem. What crosses the line is intimidation or knowingly false accusations.
• Asking only happy customers. The FTC rule does not specifically ban "review gating," but the FTC says the practice could still violate the FTC Act. Google's policy separately prohibits selectively soliciting positive reviews.

Asking for reviews the right way

The FTC rule permits incentives for reviews as long as they do not require a particular sentiment. Google's policy is stricter: it prohibits offering payment, discounts or free goods in exchange for reviews on Google. Since Google is where most local reviews live, the safe practice is simple:

• Ask every customer, not just the ones you expect to be happy.
• Offer nothing in exchange for a Google review.
• Never ask employees, friends or family to post reviews.
• Make it easy with a direct review link by text or email after the visit.

Our resource on how to get more Google reviews covers the request side in more detail.

Make replying a habit, not a reaction

The businesses with the best reputations are rarely the ones with zero complaints. They are the ones where every review, good or bad, gets a thoughtful reply within a day. If that is not happening, assign one person, set a daily five-minute check, and keep a short library of reply openings you can personalize.

If you would rather hand it off, our reputation management service monitors and replies to reviews in your voice, flags problems to you, and runs review requests that stay within Google's rules and the FTC's.