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Google reviews for a business in Denmark: getting more, replying and what can be removed

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To get more Google reviews in Denmark, ask every customer in the same way with Google's review link or QR code, and never offer a discount or gift in return. Once the business is verified, you reply under "Read reviews". Google removes only reviews that break its policies, not reviews you simply disagree with.

Button names and rules come from Google's Business Profile Help. The Danish rules on reviews come from the Danish Consumer Ombudsman (Forbrugerombudsmanden) and the Danish Marketing Practices Act. All sources were read on 9 November 2026.

Who this is for

You run a business in Denmark and work mostly in English: a dive shop in Helsingør, a guesthouse on Bornholm, a web studio in Aarhus with walk-in clients. Your customers write reviews in Danish, English and other languages, and you want more of them without breaking Google's rules or Danish law.

What you need first

You can only reply to reviews once the business is verified, and you have to be signed in to an account with access to the profile. If the previous owner or an agency still controls it, start with how to get access to a Business Profile that already exists.

Get your review link and QR code

Google gives your profile a link and a QR code that open the review form directly.

  1. On a computer, go to your Business Profile at business.google.com.
  2. Select "Read reviews", then "Get more reviews", then the share icon.
  3. To copy the link, select "Copy".
  4. To keep the QR code, right-click it and choose "Save image as...".

The QR code can currently only be generated in a browser on a computer, not on a phone. Customers have to be signed in to a Google Account to leave a review.

Google suggests a few places for the link: receipts, thank-you emails, the end of a chat, or a printed QR code in your shop. You can also send it by email, WhatsApp or a Facebook post.

Ask in a way that works in Denmark

If your customers are mostly Danish speakers, a short request in both languages covers everyone:

"Tak for besøget. Du er velkommen til at skrive en anmeldelse af [virksomhedens navn] på Google. Thank you for your visit. You are welcome to review [business name] on Google."

Name the business clearly. The Danish Consumer Ombudsman's guidelines say an invitation to review must state clearly which business the review is about. Send the same request to every customer, not only those who seemed happy. Google itself notes that a mix of positive and negative feedback often feels more trustworthy.

What is not allowed

On Google. Reviews must reflect a genuine experience. Offering incentives, like free or discounted goods or services, is prohibited. That covers posting a review, changing it and removing a negative one. Google classes this as fake and misleading content, and violations can lead to restrictions on your profile.

Under Danish law. The Danish Marketing Practices Act (markedsføringsloven) lists practices that are always considered misleading. Point 23 c of its Annex 1 covers submitting fake user reviews, or commissioning another person to do so, to promote products.

Under Danish guidance. The Consumer Ombudsman's "Retningslinjer om offentliggørelse af brugeranmeldelser" date from 2015, last updated on 1 July 2017. They are written mainly for platforms that publish reviews, but some points apply when you ask customers yourself:

  • Reviews must not be selected according to whether the experience was positive or negative.
  • Businesses should be restrained about offering anything in return for a review.
  • Do not send a review request to a customer who has expressly asked not to be contacted again.

The guidelines and the act are only available in Danish.

Replying to reviews

  1. Go to your Business Profile and select "Read reviews".
  2. Next to the review, select "Reply".
  3. Enter your reply in the dialog box and select "Reply" again.

Google checks each reply first. Replies usually take up to 10 minutes to review, but it can take up to 30 days. The reviewer is notified when you reply and can still change the review afterwards; the date on the review then changes to the latest update. To change your reply, select "Edit" under it, edit the text and select "Update". To remove it, select "Delete".

Google's own tips for replies: be professional and polite, keep it short and simple, and be conversational, not promotional. Sign with your name or initials. Never share the reviewer's private information and never engage in personal attacks. If a customer is unhappy, ask them politely to contact you by phone or email.

Language is up to you. Replying in the language of the review is a simple rule: a Danish review gets a Danish answer, an English one an English answer. If your Danish is basic, a short, correct reply is better than a long one with mistakes.

What Google will remove

Only reviews that break Google's policies qualify for removal. Do not report a review just because you disagree with it or dislike it.

  1. Go to your Business Profile and select "Read reviews".
  2. Next to the review, select the Report icon.
  3. Pick a reason, such as "Spam" or "Profanity".
  4. Select "Send report".

The Reviews Management Tool shows the status of each report: "Decision pending", "Report reviewed - no policy violation", or "Escalated - check your email for updates". Evaluation typically takes several days. If a review is not removed, you can submit a one-time appeal, with up to 10 reviews in one appeal.

Extortion: a wave of one-star reviews and a demand for money

Google warns about a specific scam: a sudden increase in 1-star and 2-star reviews, followed by someone demanding money, goods or services to remove them. Do not engage with or pay these people, and do not try to resolve it yourself by offering money or services.

Gather evidence straight away: screenshots of every demand showing date, time and the sender's contact details, direct links to the suspicious reviews, and any names, emails or phone numbers. Note when the negative reviews started and when the demand arrived. Then use Google's merchant extortion report form, attach the files and submit the form.

Trustpilot, Krak and other sites

If your business is also listed on Trustpilot, Krak or a booking platform, that site's own terms apply there. Everything in this guide is about reviews on Google only. Read each platform's terms before you ask customers to write there.

DenmarkGuide's directory shows how other businesses are presented, for example in Restaurants Copenhagen and Hotels & Resorts Aarhus. If you are not listed yet, a listing is free: Add your business for free. The sign-up form will be added to that page shortly.

Questions owners ask

Only if it breaks Google's policies, such as spam or profanity. An honest but critical review stays. Report the ones you believe break the rules and reply calmly to the rest.

No. Google prohibits free or discounted goods or services in exchange for reviews, and the Danish guidelines advise restraint with any reward.

Yes. Under Annex 1, point 23 c, of the Danish Marketing Practices Act, submitting fake user reviews or commissioning others to do so to promote products is always considered misleading.

Reply in the language the review was written in; that is our advice, not a Google rule. The help pages on replying do not require a particular language.

Yes. The reviewer is notified and can still change the review afterwards. If they do, the date on the review changes to the latest update.

Usually up to 10 minutes, sometimes up to 30 days. Google checks each reply against its content policies first.

Do not pay or reply. Collect screenshots and links, and send them through Google's merchant extortion report form.

When reviews raise questions

If the profile, the reviews or AI answers still raise questions, Madloba Consult can help: Google Maps SEO for local business

Sources

All sources were read on 9 November 2026.

Last checked: 9 November 2026.

Written by: DenmarkGuide editorial team (business guides). Fact-checked against Google's help pages on 9 November 2026.

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