How to reply to a review complaining about your policy

Reply to a policy complaint by explaining the reason for the rule in a sentence or two, acknowledging how it felt, and inviting them to get in touch. Skip the small print, skip the public exceptions, and if the rule wasn’t made clear before they booked, say so and own it. Keep it short, because everyone reading the page is really reading you.

What to say

• Say why the rule exists. One neutral sentence is plenty, like the fee covering a slot that couldn’t be filled. Don’t turn it into a speech.
• Acknowledge the feeling. They were annoyed, so say you understand that. You can do that without agreeing the policy is wrong.
• Own the gap if there was one. If the rule wasn’t clear before they booked or paid, say so plainly. Google’s own tips say to admit mistakes, and this is the sort of mistake that’s yours to admit.
• Say what you can and can’t do. Explain where the rule stands and what you’re able to talk about, without promising anything in public.
• Invite them to contact you. A phone number, an email address or popping in are all fine. Anything personal about their booking is best handled away from the review.

Keep the whole thing short, polite and professional. Replies are public and show as your business, so write for the next customer who’s scrolling as much as for the one who’s cross.

What not to say

• Don’t quote the terms and conditions. “As per clause 4.2” sounds like a lawyer’s letter, and it makes you look worse than the review does.
• Don’t offer an exception in public, unless you’ve actually decided to make one. And never as a trade for changing the review. Google doesn’t allow payment, discounts or free goods or services offered in return for changing or removing a review, and replies shouldn’t be used to offer deals either.
• Don’t reveal what they were charged. That’s their private business, even if they’ve mentioned it themselves. Refer to “the fee” and leave the figure out.
• Don’t argue or get personal. Even if you think they’re being unreasonable, the reply isn’t the place to say it.
• Don’t guess. If you’re not sure what happened, don’t fill the gap with something that sounds plausible. Stick to what you can confirm.

Example replies

Beauty salon, cancellation fee

Fictional example. Review, 1 star: “Charged me a £15 fee for cancelling on the day. Ridiculous.” Facts the business has: the fee is on the booking page and in the confirmation text; it covers the unfilled slot; the owner is Jade.

Hi, thanks for telling us, and I’m sorry the fee was a nasty surprise on the day. It’s there to cover the appointment slot when it can’t be filled again, and it’s shown on our booking page and in the confirmation text. If you’d like to talk it through, please get in touch with us directly. Jade

Restaurant, no dogs

Fictional example. Review, 2 stars: “Turned away because we had a dog. Should say on the website.” Facts the business has: the website did not mention the rule; the owner, Tom, has since added it to the website.

Hello, you’re right, and I’m sorry. Our website didn’t mention the no dogs rule, and it should have, so being turned away at the door was frustrating. I’ve since added it to the website so it’s clear before anyone books. Thank you for pointing it out. Tom

Gym, notice period

Fictional example. Review, 2 stars: “Can’t cancel membership without 30 days’ notice.” Facts the business has: none beyond the review; the notice period is in the membership terms.

Hi, thanks for your feedback, and I’m sorry the notice period felt frustrating. The 30 days’ notice is part of the membership terms. If you’d like to go through it, please contact us and we’ll be happy to talk. Sam

Questions people ask

Should I make an exception for the reviewer?

Only if the business has genuinely decided to, and never as a trade for changing the review. Google bans offering payment, discounts or free goods or services for posting, changing or removing a review. If you do waive something, sort it out privately.

What if the rule wasn't clear before they booked?

Say so and own it. If the policy wasn't on your website, booking page or confirmation, that part is your mistake, and Google's reply tips say to admit mistakes. Fix where the rule is shown, and only mention the fix once it's done.

Can I report a review just because it complains about my policy?

Not really. You can report any review, but only ones that break Google's policies get removed, and Google says not to report a review just because you disagree with it. It also doesn't get involved in disputes between businesses and customers. A fair complaint about a rule usually stays up.

What if the complaint looks fake?

Reviews should be based on a real experience, and Google bans fake engagement, competitors posting to undermine a listing and content from people with a conflict of interest. If that genuinely applies, you can report it. Evaluation typically takes several days, and a rejected report can get a one-time appeal.