Google adds a fake reviews rule for review stars

Last updated 13 October 2026 · By the XKey team

What does the new rule say?

Google's review snippet guidelines now say: "Don't include fake or undisclosed incentivized reviews on your page or in your structured data markup." Google gives two examples:

• Reviews that aren't based on a genuine experience of the product or service.
• Reviews written in exchange for a benefit – money, discounts, vouchers or free products – that don't clearly and prominently say so.

Pages that break Google's structured data guidelines can lose their rich results, such as review stars, or get a manual action in Search Console.

What does it mean for a small UK business?

If you only show genuine reviews, nothing changes. If you've ever offered a discount for a review, say so clearly next to those reviews, or stop. Since April 2025 the Digital Markets, Competition and Consumers Act has made fake reviews, and incentivised reviews that hide the incentive, illegal in the UK, with the CMA able to fine businesses directly.

Can I still get stars for testimonials on my own site?

No – that's a long-standing rule: Google won't show review stars for your own business when you control the reviews about yourself – for example, testimonials you pick and mark up with LocalBusiness or Organization schema. Stars for a local business come from reviews people leave on Google, so the best route is a steady flow of real Google reviews. Our guide to getting Google reviews shows how, and the Google review link generator makes asking easy.

Check what your pages currently mark up with the schema checker, and see our guide to schema markup for what Google still shows in 2026.

Sources

• Google Search Central: review snippet structured data guidelines
• Google Search Central: documentation updates (24 July 2026)
• GOV.UK: CMA guidance on fake reviews (CMA208)