How to Get Bloggers to Review Your Product the Right Way

Since October 21, 2024, a federal rule has made it illegal to offer pay or perks on the condition that a review says something positive, or negative, about a product¹. It's the FTC's rule on consumer reviews and testimonials, and it lets the agency seek civil penalties against knowing violators².

That doesn't stop you from sending products to bloggers. It changes how you ask. This guide shows how to get bloggers to review your product the right way, from finding reviewers who cover your category to the email, the shipping terms, the disclosure they can copy and how to follow up.

Facts and prices checked November 11, 2026. See something wrong? Tell us.

Key takeaways

• The FTC rule on consumer reviews, effective October 21, 2024, bans compensation conditioned on a review expressing a positive or negative sentiment.
• Under FTC guidance, a free product given with the expectation of a post must be disclosed near the review, and "Thanks XYZ for the free product" can work.
• Google lists sending someone a product in exchange for a post that includes a link as link spam unless the link is qualified with rel="sponsored" or nofollow.
• The FTC expects brands to train and monitor reviewers, and in 2010 it closed its LOFT inquiry partly because the retailer adopted a written disclosure policy for bloggers.
• A clean review program offers the product with no strings on the verdict, asks for disclosure, marks links sponsored and accepts negative reviews.

Why blog reviews still matter

A blog review does work a product page can't. It shows the product in real use, from someone readers already trust, and it stays findable in search for a long time.

Google built a ranking system for exactly this kind of content. Its reviews system "aims to better reward high quality reviews" that share in-depth research, and it looks at blog posts and articles written to recommend or analyze something³. Google says quality reviews give "insightful analysis and original research" and are "written by experts or enthusiasts who know the topic well"³.

That's good news for a brand with a solid product. A blogger who really tests it, measures it and compares it with rivals writes the kind of review Google wants to show. Google's advice to reviewers includes evidence of use, numbers on performance, pros and cons, and what sets a product apart⁴.

It also means a thin, gushing post helps nobody. Not readers, not Google and not you. Your job is to get the product into the hands of people who will test it honestly.

A lesson from LOFT and its blogger gifts

One of the FTC's earliest public looks at bloggers and gifts involved Ann Taylor's LOFT stores. LOFT gave gifts to bloggers it expected to post about the brand, and some of those bloggers didn't disclose the gifts⁵.

The FTC closed the inquiry in April 2010 without action⁶. A big reason was that LOFT had adopted a written policy. It would not give any gift to a blogger without first telling the blogger that the gift must be disclosed⁵. The FTC said it expected LOFT to honor that policy and to monitor bloggers' compliance⁵.

What that means for you

• Write the disclosure rule down before you ship a single product.
• Tell every blogger about it in the first email, not after the post goes live.
• Check the posts and fix problems fast.

That's still the core of the FTC's advice. Its endorsement guidance says brands need reasonable programs to train and monitor the people they work with, and lists four parts, explaining what claims are allowed, explaining how to disclose, checking what people say, and acting on problems⁷.

What you may and may not offer reviewers

Here are the common practices in product review outreach, and where each stands.

The FTC puts the positive-only point plainly. "You can't condition an incentive" on a review being positive, but "it's okay to invite all of your customers to post honest reviews, positive or negative"⁷. Even a review with negative points is still an endorsement that needs disclosure⁷.

Google's rule on products for links

The FTC covers what readers see. Google covers what the link does.

Google's spam policies list "sending someone a product in exchange for them writing about it and including a link" as an example of link spam⁸. The fix is simple. Google says paid links are fine when they're qualified with rel="nofollow" or rel="sponsored"⁸. Google introduced the sponsored value on September 10, 2019, for links made as part of ads, sponsorships or other paid deals⁹.

So in your offer, say the link should be marked sponsored. Most bloggers know how. If they use WordPress, which runs 39.3% of all websites, marking a link sponsored is a small edit to the link's HTML¹⁰.

A sponsored link still sends visitors. It just doesn't pass ranking credit. You're paying for readers, so that's all you need. For more on what goes in a disclosure, read sponsored post disclosure rules.

Finding reviewers who cover your category

The best reviewer already writes about products like yours, for buyers like yours, in your country. Here's where to look.

• Search for existing reviews. Search your product type plus "review" or "vs". Google's help pages explain quotes for exact phrases and the minus sign to drop words¹¹. Note who ranks.
• Check who reviewed your rivals. A blogger who reviewed a competitor knows the category and has readers who care.
• Read the review itself. Look for photos of real use, measurements and a list of cons. Those match Google's own advice for quality reviews⁴.
• Check the country. If you only ship to the US or Canada, a great UK reviewer can't sell for you.

Then comes the slow part. You need a real email for each one. Many blogs bury it on an About page or behind a contact form, and some only list social handles.

A contact database saves that step. Media List lists 28,000+ blogs you can email, filtered by topic, country and language¹². For a full method, see how to find bloggers in your niche, and for vetting review sites, product review blogs and how to find ones that fit.

The product offer email

A good offer email is short and puts the terms up front. Bloggers get many pitches. Make yours easy to say yes to, and easy to say no to.

Subject line Would you like to test [product] for an honest review?

Hi [First name],

I read your review of [related product] and liked that you [specific detail, such as tested battery life]. I'm at [Company], and we make [product].

Would you like a unit to test? A few terms so it's clear up front.

• There's no obligation to post, and you're free to say what you think, good or bad.
• If you do post, please disclose that we sent it free, near the review.
• Any link to us should be marked sponsored.
• You can keep the product either way.

If you'd like one, just reply with a shipping address.

Thanks,
[Your name], [Title]
[Company, postal address]
Not a fit? Reply no and I won't email again.

Treat a review request as commercial email and follow these rules. CAN-SPAM requires an honest subject line, your valid postal address and a clear way to opt out, honored within 10 business days¹³.

Notice "you can keep the product either way." If a blogger keeps it only after a good review, that's compensation tied to sentiment². For more versions of this email, see blogger outreach email templates.

Shipping, timelines and no-strings terms

Once a blogger says yes, a few details decide whether the review happens.

• Confirm the address and timing. Ask when they plan to test, and don't push for a date. A real test takes time.
• Send everything they need. The full product, any accessories, setup notes and a contact for questions.
• Send a short fact sheet. Specs, price, where to buy, and the claims you can back up. The FTC expects brands to explain what claims reviewers may make⁷.
• Repeat the terms in writing. No obligation to post, honest verdict, disclosure near the review, sponsored link, keep the product.
• Don't ask to approve the verdict. You can offer to check facts. Don't ask them to soften the opinion.

If you're also paying a fee, say what it covers, such as time, photos or a video. Pay it whether the review is good or bad. That keeps you clear of the rule on sentiment².

Plan for a range of results. Some bloggers will love it. Some will find flaws. Some won't post at all. That's what an honest program looks like.

Disclosure language reviewers can copy

Make disclosure easy by giving bloggers wording they can paste. The FTC's examples work well.

Where it goes

The FTC says a disclosure should be "difficult to miss" and work best near the endorsement itself⁷. A home page notice isn't enough, a link labeled "DISCLOSURE" is easy to skip, and a note only in the comments doesn't count⁷. Ask for a line at the top of the post and another near the verdict.

If the blogger also shares the review on social media, each post needs its own disclosure⁷. The FTC's guide for influencers covers that side¹⁵.

Following up and checking the review

Follow-up is part of the FTC's idea of monitoring. It's also how you learn.

• One friendly check-in. About two weeks after delivery, ask if they have questions. Don't ask when the review is coming.
• Check the live post. Look for the disclosure near the review and the sponsored link. If either is missing, ask politely for a fix. The FTC expects brands to act on problems⁷.
• Correct facts, not opinions. If a spec or price is wrong, send the right one. Leave the verdict alone.
• Keep a log. Who got a product, when, what you told them, and what they posted. The FTC suggests monitoring during a deal and for a reasonable time after⁷.
• Track traffic. Give each blogger a link with campaign parameters so Google Analytics shows which review sent visitors¹⁶.

If the review is negative, thank the blogger and read it closely. It's honest product feedback. Don't pressure them to change it. Threats or intimidation to remove negative reviews are banned under the FTC rule².

Resharing reviews the right way

A good review is worth sharing. Do it carefully.

• Ask first. Get the blogger's OK before you quote them or use their photos. If you want to use photos in ads, expect to pay for the rights.
• Quote fairly. Don't pull "great" out of "great idea, poor battery." A quote that changes the meaning misleads buyers.
• Keep the connection clear. If you gave the product or paid a fee, that connection still matters when you reuse the words. Ads shouldn't suggest they're anything other than ads¹⁴.
• Don't build a fake "independent" review page. The FTC rule bans claiming a site you control gives independent reviews².

Then thank the blogger and keep them on your list. The reviewers who were honest about the first product are the ones readers trust for the next.

For the full sponsored post picture, read sponsored blog posts for brands.

Send your product offer to the right reviewers

The rules are the easy part once you know them. Finding reviewers who cover your category, and their email, is what takes the time. Media List helps with that.

• Find reviewers. Search 28,000+ blogs by topic, country and language¹².
• See who to contact. Emails unlock from your plan's allowance, no bot checks.
• Save a shortlist. Keep the reviewers you want in a saved list, and export it for your shipping team.
• Send the offer. On Professional, send your product offer to the whole list from built-in email campaigns, and track who replies.

Media List doesn't write reviews or promise coverage. It gets you to the writer. See sample blogs on the blogger contacts page.

Basic at $99 a month covers search, saved lists and exports. Built-in email campaigns come with Professional at $399 a month. Start with a 3-day trial. It's $0 today, and you can cancel anytime. See all plans on the pricing page.

Questions, answered

How do I get bloggers to review my product?

Find bloggers who already review products like yours, email them a short offer with no strings on the verdict, and ship the product when they say yes. Ask them to disclose the free product near the review⁷ and mark any link sponsored⁹.

Can I send free products to bloggers for reviews?

Yes. The FTC says a free product given with the expectation of a post must be disclosed, but sending one is allowed⁷. You can't make the gift depend on a positive review².

Can I ask a blogger to only post if the review is positive?

No. The FTC rule bans compensation conditioned on a review expressing a particular sentiment, and the condition can be stated or implied². Let the blogger post what they really think.

Does a gifted product review need rel="sponsored"?

Yes. Google lists sending someone a product in exchange for a post that includes a link as link spam unless the link is qualified with rel="sponsored" or rel="nofollow"⁸.

What should a blogger write to disclose a free product?

The FTC says "Thanks XYZ for the free product" or "Gifted by XYZ" can work, while "Gifted" alone is ambiguous⁷. Put it near the review, not only on the home page.

Am I responsible if a blogger forgets to disclose?

The FTC expects brands to train and monitor the people they work with and to act on problems, and hiring a PR firm doesn't remove that duty⁷. Check each post and ask for a fix.

What if the blogger writes a negative review?

Thank them and learn from it. Threats or intimidation to remove negative reviews are banned under the FTC rule², and a mix of honest reviews builds more trust than all raves.

Related guides

• Sponsored Blog Posts for Brands and How to Buy Them Right
• Sponsored Blog Post Rates and What Bloggers Charge in 2026
• How to Find Bloggers in Your Niche and Their Contact Emails
• Sponsored Post Disclosure Rules for FTC and Google Compliance
• Blogger Outreach Email Templates for Reviews and Sponsored Posts

Sources

1. Federal Register summary, Trade regulation rule on consumer reviews and testimonials, 16 CFR Part 465 (Aug 22, 2024), checked 2026-11-11
2. FTC, Final rule banning fake reviews and testimonials announced (Aug 14, 2024), checked 2026-11-11
3. Google Search Central, Google Search reviews system, checked 2026-11-11
4. Google Search Central, How to write high quality reviews, checked 2026-11-11
5. Kelley Drye Ad Law Access, FTC closes an investigation regarding bloggers failure to disclose gifts (Apr 21, 2010), checked 2026-11-11
6. FTC, Closing letter to counsel for AnnTaylor Stores Corporation (Apr 20, 2010), checked 2026-11-11
7. FTC, FTC Endorsement Guides and what people are asking, checked 2026-11-11
8. Google Search Central, Spam policies for Google web search, checked 2026-11-11
9. Google Search Central Blog, Evolving nofollow with new ways to identify the nature of links (Sep 10, 2019), checked 2026-11-11
10. W3Techs, Usage statistics and market share of WordPress (Nov 11, 2026), checked 2026-11-11
11. Google Search Help, Refine Google searches, checked 2026-11-11
12. Media List, Blogger contacts page (Nov 11, 2026), checked 2026-11-11
13. FTC, CAN-SPAM Act compliance guide for business, checked 2026-11-11
14. FTC, Native advertising, a guide for businesses (Dec 2015), checked 2026-11-11
15. FTC, Disclosures 101 for social media influencers, checked 2026-11-11
16. Google Analytics Help, URL builders and campaign data with custom URLs, checked 2026-11-11