Asking for reviews by email and SMS: the Spam Act rules

An email or text a day or two after a job is one of the most effective ways to collect reviews. It is also a commercial electronic message under the Spam Act 2003, which means three rules apply. None of them are hard, but all of them are enforced by the ACMA.

Rule one: consent

You need consent before sending a commercial message. The ACMA recognises two kinds:

Express consent, where someone knowingly agrees to receive messages from you, for example by ticking a box at checkout or on a booking form. You should keep a record of who agreed, when and how.
Inferred consent, which may apply where someone has knowingly given you their address and has an existing business relationship with you. The ACMA describes this as less dependable than express consent.

The simplest safe approach: add a clear line to your booking or checkout form saying you may follow up by email or SMS, with a box to agree.

Rule two: identify yourself

Every message must accurately identify your business and include correct contact details, and those details need to stay valid for at least 30 days after you send it. A review request from an unknown number with no business name fails this.

Rule three: unsubscribe

Every message needs a working way to opt out, such as replying STOP to a text or an unsubscribe link in an email. It must be free, it must keep working for at least 30 days after sending, and requests must be honoured within five working days.

A compliant review request

Hi Sam, thanks for choosing [Business name] today. If you have a minute, a Google review really helps us: [link]. Reply STOP to opt out of follow ups.

Business named, one clear request, and an opt out. That is all it takes.

The review rules still apply

The Spam Act governs how you send the message. Google’s rules and consumer law govern what you ask for. Send the same request to every customer, offer nothing in return, and never ask for a specific rating. See asking for reviews without breaking the rules.

In person first, message second

A tap point at the counter catches people while they are happy and present. A follow up message catches the ones who meant to and forgot. The two work best together. See how to get your first ten Google reviews.