Testimonials

For technical reasons, this rule has been replaced by rule 18.1 on 21 November 2008.

A testimonial is defined as a real person's expression of view, or statement of experience. The following apply:

a) Testimonials must be genuine and must not be misleading;

b) Licensees must obtain satisfactory documentary evidence in support of any testimonial or claim before accepting it for inclusion in an advertisement;

c) Children must not testify about any product or service, subject to Section 2, Rule 11.12.

A person’s professional status may be used to lend authority to his/her opinions, eg. "I am Mona Test, actor, and I use Fabulous soap because I think it’s wonderful" (but for Medicines, Treatments and Health, see also Section 3, Rule 4).

Station presenters may not make personal testimonials within advertisements on stations on which they appear (see also Section 2, Rule 24 Presenters in Advertising).

Dramatised playlets in which characters express advertising claims are acceptable, provided it is clear that the situation and people depicted are not real.

18.1    Testimonials

A testimonial is defined as a real person ís expression of view, or statement of experience.  The following apply:  

a)  Testimonials must be genuine and must not be misleading;  

b)  Licensees must obtain satisfactory documentary evidence in support of any testimonial or claim before accepting it for inclusion in an advertisement;  

c)  Children must not testify about any product or service, subject to Section 2, Rule 11.12.  

A person’s professional status may be used to lend authority to his/her opinions, eg. “I am Mona Test, actor, and I use Fabulous soap because I think it’s wonderful” (but for Medicines, Treatments and Health, see also Section 3, Rule 4).  

Station presenters may not make personal testimonials within advertisements on stations on which they appear (see also Section 2, Rule 24 Presenters in Advertising).  

Dramatised playlets in which characters express advertising claims are acceptable, provided it is clear that the situation and people depicted are not real.  

18.2 Endorsements

Advertisements must not display a trust mark, quality mark or equivalent without the necessary authorisation and must not claim or imply that the advertiser (or any other entity referred to in the advertisement) has been approved, endorsed or authorised by a public or private body if it has not or without complying with the terms of the approval, endorsement or authorisation.   

Advertisements must not falsely claim that the advertiser, or other entity referred to in the advertisement, is a signatory to a code of conduct.  They must not falsely claim that a code of conduct has an endorsement from a public or other body.  

This rule reflects the Consumer Protection from Unfair Trading Regulations 2008. This rule applies to advertisements that appear after 21 November 2008.