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

BrewDog plc
- Upheld
- Social media (paid ad)
- 07 July 2021
A paid-for Instagram post by Brewdog was banned for making misleading nutrition claims for an alcoholic drink and for making other non-permitted nutrition claims.
DRTY DRINKS Ltd
- Upheld
- Social media (own site)
- 07 July 2021
Two Instagram posts by a drinks company were banned for making misleading nutrition claims for an alcoholic drink and for encouraging excessive drinking.
Lanistar Ltd
- Upheld
- Social media (own site)
- 19 May 2021
A digital banking company could not adequately substantiate the claim in its Instagram profile that they were “the world’s most secure payment card”.
Channel Four Television Corporation
- Not upheld
- Internet (website content)
- 12 May 2021
A website ad for Channel 4 was not found to be misleading.

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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Testimonials and endorsements

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