Reviews are the strongest signal of trust a tradesperson has online, and in Canada there is a hard line you cannot cross: buying fake reviews, manufacturing customers, or posting reviews from yourself, employees or family without disclosing the connection is deceptive marketing under the federal Competition Act, and the penalties are severe. The good news is that the honest way also works best: ask every customer, the day the job is done, and respond to everything.
How to earn reviews honestly
- Ask the same day the job is finished, by text, with a direct link to your review page, while the experience is fresh.
- Steady beats bulk. A couple of new reviews a month, consistently, is more convincing than twenty at once and then a year of silence.
- Aim for your first ten, then keep going. Industry guidance points to a trust threshold somewhere around the ten-review mark; treat that as illustrative rather than an exact rule.
- Respond to every review within a day or so, good or bad. Your reply is read by future customers, not just the reviewer.
- Never review-gate. Screening customers so you only invite the happy ones to review breaks platform policy and, in the Competition Act context, risks being treated as deceptive. Ask everyone.
The law: the Competition Act and your reviews
The Competition Bureau enforces the federal Competition Act, and fake or deceptive reviews fall squarely inside it. Amendments under Bill C-59 received Royal Assent on 20 June 2024 and strengthened the rules on deceptive marketing, including reviews, testimonials and pricing. From 20 June 2025, private parties (including competitors and consumers) can apply directly to the Competition Tribunal over deceptive marketing, so you are not only exposed to the Bureau.
The penalties are not symbolic. Under the civil regime, individuals can face up to $750,000 for a first occurrence and up to $1,000,000 for later ones; corporations can face up to $10,000,000 first and up to $15,000,000 after that, or three times the benefit gained. Under the criminal regime (section 52), knowingly or recklessly making materially false or misleading representations can bring a fine of up to $200,000 and up to a year on summary conviction, and on indictment a fine at the court's discretion and up to 14 years.
What you must not do
The following are prohibited or risk being treated as deceptive marketing:
- Buy fake reviews from any source, including freelance gig services
- Post insider reviews without disclosure: reviews from you, your employees, family or friends presented as ordinary customers
- Invent fictional customers to praise your business
- Pay a customer for a positive review conditional on it being positive, or give a gift, discount or free service for a review without disclosing that connection
- Misuse testimonials: under section 74.02 you may only use a testimonial that was previously made or published, or one the person gave you written permission to use, and you must not edit or cherry-pick it to change its meaning
- Suppress honest reviews by threatening legal action, or by making a client sign a non-disparagement clause to stop a negative review
What is allowed
- Asking all customers, happy or not, for an honest review, as long as you do not cherry-pick who you ask
- Offering a small token (such as a coffee gift card) as a thank-you for leaving any honest review, provided it is disclosed and is not conditional on the review being positive
- Responding professionally to negative reviews, which is encouraged
- Quoting a satisfied customer on your website with their written permission
The simple test: a review must reflect a genuine experience, and any material connection (you paid, you are related, you gave something in return) must be disclosed.
Quebec note
Quebec contractors must also meet the Charter of the French Language requirements for advertising and customer-facing communication, on top of the federal Competition Act rules above. If you market in Quebec, make sure your review requests and public responses comply.
Common mistakes
- Thinking a few fake five-star reviews are harmless. They are a reviewable deceptive practice with real penalties.
- Letting an employee post as a customer. Insider reviews without disclosure are prohibited.
- Threatening a reviewer. Suppression by intimidation is itself an offence under the Act.
- Going silent on bad reviews. A calm, professional reply is a trust signal for everyone who reads it later.
Know someone who needs this?
Keep reading
Was this guide useful?
Didn't find what you were looking for?
Spotted something wrong or out of date? Email us at hello@kilnguides.co.uk.
In crisis? 988 Suicide Crisis Helpline (call or text 988) ·