Collecting Customer Reviews – Practical and Legal Guide for Businesses (Germany & EU)

Customer reviews are now among the most effective trust and sales tools in both online and offline business. They provide social proof, reduce purchase uncertainty, increase conversion rates, and give companies valuable feedback for improving products and services.

However, reviews should not be collected "anyhow." Those who want to use customer feedback systematically and at scale need clear processes and must understand the legal rules. This guide shows how companies can collect customer reviews professionally, legally, and effectively – and why specialized review platforms offer a significant advantage in this regard.

Note: This article does not constitute legal advice but serves for general information.

Why Customer Reviews Are Indispensable Today

For many customers, reviews are the most important basis for decision-making – often even before price or product description. Authentic reviews create credibility, increase the time spent on websites, and positively impact conversion and brand image.

At the same time, consumers expect transparency: Where do the reviews come from? Are they real? Have negative voices been filtered out? This is where many companies find themselves in legal gray areas – or lose trust.

The Right Strategy: Collecting Reviews Purposefully Instead of Randomly

Before companies start collecting reviews, they should be clear about their goals. Reviews can serve different functions:

• Increasing conversion on product or landing pages
• Building trust in the brand, company, or location
• Gaining honest feedback to optimize processes
• Strengthening online reputation and visibility

A central strategic decision is whether to collect reviews verified or openly. Verified reviews come exclusively from real customers or users and enjoy significantly higher trust – both from consumers and legally.

This Is What a Proven Review Process Looks Like

The Right Timing Matters

Reviews should always be requested when the customer experience is fresh and the benefit has already been experienced. Depending on the business model, different timings are suitable:

• In e-commerce, a few days after delivery
• For services, shortly after completion
• In the B2B sector, after a measurable success or project completion

The Right Channel Lowers the Barrier

The easier the path to a review, the higher the participation rate. The following have proven effective:

• Email invitations (legally sensitive, see below)
• QR codes on invoices, receipts, or packaging
• Review links in the customer account
• QR codes or displays at the point of sale

QR codes, in particular, are considered legally uncritical, as the customer takes action themselves and does not receive direct advertising.

Neutral Wording Instead of Pressure

A review request should always be formulated factually and neutrally. Requests for positive reviews or a specific star rating are not permissible and damage credibility.

Example of a clean formulation:

“How was your experience with our product or service? Your feedback helps other customers and supports us in becoming better.”

Reminders with Moderation

A single reminder can be useful but should never come across as intrusive. Multiple reminders or emotional pressure are counterproductive – both legally and communicatively.

Legal Framework: What Is Allowed – and What Is Not

Disclaimer: We are not lawyers, and the following content does not constitute legal advice!

Transparency Requirement for Customer Reviews

Companies must transparently inform whether and how they ensure that published reviews come from real customers. There is no obligation for verification – but there is a clear obligation to inform about it.

Important: Those who do not verify must disclose that. Those who verify must explain how.

“Verified Reviews” Only with Genuine Verification

Anyone claiming that reviews are from real buyers or users must be able to substantiate this claim. A mere assertion without suitable verification measures is considered misleading and is legally inadmissible.

Fake Reviews Are a Clear No-Go

Self-written, purchased, or commissioned reviews violate competition law and can lead to costly warnings. Deliberately influencing third parties to obtain positive reviews is also inadmissible.

Negative Reviews Must Not Simply Disappear

Reviews may be moderated – but only based on objective criteria such as insults, spam, or legal violations. Systematically suppressing negative opinions can create a distorted overall picture and is considered misleading.

Review Requests via Email = Advertising

In Germany, email requests for reviews are generally considered advertising. Without a suitable legal basis (e.g., explicit consent), such emails are inadmissible.

The so-called existing customer privilege may apply in certain cases but is legally controversial for review requests and should only be used after careful consideration.

Don't Forget Data Protection

As soon as personal data is used for review requests or the publication of reviews, the GDPR applies. Companies must transparently inform about the purpose, legal basis, storage duration, and options for objection.

A data-saving representation is recommended, such as using first names and initials instead of full names.

Incentives: Allowed, but Only Transparently

Vouchers, sweepstakes, or other incentives are not fundamentally prohibited. However, they must not be tied to a positive review. If an incentive is used, this must be communicated openly – regardless of the content of the review.

Clean Processes for Sustainable Success

A professional review management system is based on clear guidelines:

• Uniform invitation logic and fixed triggers
• Short, mobile-optimized review forms
• Traceable verification mechanisms
• Transparent moderation guidelines
• Active, professional responses to criticism

Particularly, handling negative reviews offers enormous potential to publicly demonstrate service quality and customer orientation.

Why a Specialized Review Platform Makes Sense

Many companies collect reviews scattered across marketplaces, social media, or search engines. The problem: little control, limited presentation options, and hardly any evaluability.

A central review platform enables:

• Structured, legally secure review requests
• Verified processes and transparent authenticity communication
• Conversion-strong presentation on the company’s website
• Moderation, analysis, and internal learning from feedback

zoom.reviews offers exactly this approach: Companies retain control over their review process, strengthen trust through transparent procedures, and use reviews purposefully as a marketing and sales tool.

Compact Checklist for Companies

Strategy & Setup

• Goal of the reviews clearly defined
• Decision for verified or open

Law & Transparency

• Clear indication of authenticity verification
• No fake or purchased reviews
• No distortion through suppression of negative voices
• Legally secure invitation methods
• GDPR-compliant data processing

Operational

• Fixed timing for requests
• Clean wording
• Clear moderation and response rules

Conclusion

Customer reviews are not a "nice-to-have," but a central success factor in digital competition. Those who collect them strategically, transparently, and legally benefit doubly: from more trust among new customers and from valuable insights for their own business.

With a professional review platform like zoom.reviews, these requirements can be implemented efficiently, scalably, and in compliance with the law – and customer feedback becomes a real growth driver instead of a risk.