Claims, endorsements and testimonials

Helpful advice on how to correctly make claims and use endorsements and testimonials in advertising.

We recognise that testimonials can be an important tool to help advertisers promote their products and services. A negative or positive review can affect a consumer’s decision to part with their money. However it is just as important for advertisers to stick to the rules when using testimonials or endorsements in their ads.

Advertisers must be able to prove to us that testimonials and endorsements are from a real person and reflect accurately what that person said. Any claims made in endorsements or testimonials, which are likely to be interpreted as fact, must not mislead other consumers. Advertisers should be aware we do not accept testimonials as sufficient evidence to prove a claim about how effective a product is, i.e. that it worked. For example, a testimonial that product X cured the consumer of an illness.

It is also important that advertisers have the permission of the consumer to feature their testimonial in their ads and that they are aware of their obligations under the Database Practice rules for doing this.

There are some circumstances where the use of testimonials and endorsements in ads is strictly prohibited altogether. The use of health professionals or celebrities to endorse medicines is not allowed and advertisers can’t make health claims that refer to the recommendation of an individual health professional.

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Latest rulings

Wenzhou Xinyu Maoyi Youxian Gongsi t/a XINYU TRADE
- Upheld
- Social media (influencer or affiliate ad)
- 25 September 2024
Two Instagram stories on Mel Lloyd’s account featuring affiliate links weren't obviously identifiable as ads.
CPD Regulatory Office
- Upheld
- Internet
- 28 August 2024
A website made misleading claims about being affiliated with government bodies, misleading claims to have accreditation providers that met government-approved standards, and misleadingly using organisations’ names and logos to suggest an affiliation.
ZOE Ltd
- Upheld
- Social media (paid ad)
- 14 August 2024
A paid-for Facebook ad for Zoe featuring a testimonial from Steven Bartlett misleadingly omitted that he was an investor in the company.
Independent British Vape Trade Association t/a IBVTA
- Upheld
- National newspaper (ad feature)
- 01 May 2024
A newspaper advertorial indirectly promoted unlicenced e-cigarettes.

View all rulings

Claims, endorsements and testimonials

Helpful advice on how to correctly make claims and use endorsements and testimonials in advertising.

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