Free tool · Customer reviews

Review policy generator for UK online shops

If your shop shows customer reviews or star ratings, the CMA expects you to publish a policy that bans fake reviews and explains how you handle incentivised reviews and ratings. Answer a few questions and copy your policy.

Everything happens in your browser. Nothing you type is sent to us or stored.

Your shop

Shop name

Email for reporting a review

Review app or service (optional)

Leave blank if you don't use one.

Who can leave a review? Only customers who bought the product (we send a review request after the order) Anyone can leave a review on our site

Do you ever offer something in return for a review? No, never Yes, sometimes

Do you show reviews from anywhere else? Reviews imported from another platform (for example Etsy, Amazon or Google) Hand-picked quotes or testimonials, for example on the home page

Your review policy

Edit anything you like before you copy it.

"Copy as HTML" keeps the headings when pasted into Shopify's page editor (use the <> code view).

After you copy it

Publish it as its own page. In Shopify, go to Online Store → Pages → Add page, and call it "Review policy".
Make it easy to find. Link it in your footer, and near your reviews if your review app allows (most have a text or link setting).
Do what it says. The policy has to match what you actually do. If you offer incentives, label those reviews. Never hide genuine negative reviews.

A policy alone isn't the whole job. The CMA also expects shops that publish reviews to take reasonable and proportionate steps to prevent and remove fake ones. For a small shop that usually means:

thinking through where fake reviews could come from (friends and family, competitors, review swaps) and checking that occasionally
having a simple way to look into reviews that seem suspicious, and removing ones that turn out to be fake
making sure your star ratings are worked out only from genuine, published reviews

Check the rest of your shop

Fairtill checks your Shopify shop for a missing review policy, delivery left out of prices, "was" prices and more. Free, in about 30 seconds.

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Sources

Short guide for businesses publishing consumer reviews, CMA, gov.uk
Fake reviews guidance (CMA208), CMA, gov.uk
Online consumer reviews: CMA case page, gov.uk

This tool gives you a starting template based on the CMA's published guidance. It isn't legal advice, and you're responsible for making sure the policy matches how your shop really handles reviews.