You may ask guests for reviews, but you must not pay for them, reward them with discounts, or ask only happy guests. Platform rules do not allow this, so check the current text on the platform itself. Answer criticism calmly and with facts.
Reviews on Google Maps, Tripadvisor and booking platforms are often the first thing a foreign guest sees about a rural guesthouse. This article gives practical steps for small accommodation providers in East Herzegovina and says where to check the platforms' rules.
In short
- You may ask guests for an honest review, but never offer a reward (money, discount, free service).
- Do not ask only happy guests for reviews and do not discourage negative ones. Platform rules, such as those of Google Maps, restrict this, so check the current text in the platform's own help centre.
- Do not write reviews for your own business, or through others. Platforms such as Tripadvisor remove fake reviews and can penalise the business, so check the exact consequences in the platform's own rules.
- In EU member states, a ban on fake consumer reviews in trade (for example reviews written through other people) has applied since 28 May 2022 under Directive (EU) 2019/2161. The directive itself does not ban rewarding reviews, that comes from platform rules. Bosnia and Herzegovina is not an EU member, so check the domestic rules with the competent authority.
Who it applies to
Every guesthouse, apartment, holiday home and restaurant with a profile on Google Maps, Tripadvisor or booking platforms, whatever its size. Rules for reviews on booking platforms differ from site to site and should be read on the site itself, we did not cover them here.
What to do
- Claim your profiles. Check that you are listed on Google Maps and Tripadvisor and that address, phone and photos are correct.
- Ask every guest, not only the happy ones. A short, optional message with a link or a card with a QR code is enough: "If you wish, share your experience." It is best to send the link after the guest has left. Do not pressure guests to write while they are still with you and do not dictate what to write.
- Offer no reward for a review, nor for changing or deleting a negative one.
- Do not write reviews yourself, or through relatives, staff or friends. Such reviews are a conflict of interest and platform rules do not allow them, and in the EU commissioning other people to submit false reviews is banned by Directive (EU) 2019/2161.
- Answer every negative review calmly, briefly and with facts: thank the guest, admit what is true, say what you changed. Do not disclose the guest's personal data and do not argue in public.
- Report to the platform a review that is fake, abusive or describes an experience the author did not have. Check the platform's content rules for what it removes, for example unsubstantiated allegations of unethical behaviour or criminal wrongdoing.
- Read your reviews regularly and fix what repeats (cleanliness, parking, breakfast, directions).
Where to go
- For tourism promotion and your listing: the tourist organisation of your municipality or the Tourist Organization of Republika Srpska.
- For consumer protection questions: Republička uprava za inspekcijske poslove (Republic Administration for Inspection Affairs), market inspection. We did not confirm a specific BiH provision on fake reviews.
Laws and sources
- Directive (EU) 2019/2161 (Omnibus), points 23b and 23c of Annex I to Directive 2005/29/EC
- The review rules of Google Maps and Tripadvisor are internal policies of those companies, not laws. Read the current text in each platform's help centre.
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