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

The College of Naturopathic Medicine Ltd t/a CNM
- Not upheld
- Internet (on own site)
- 08 January 2020
Accreditation claims on a website did not break the substantiation rules.
British Institute of Interior Design
- Upheld
- Internet (on own site)
- 18 December 2019
Comparative claims on a website for a professional interior design organisation were misleading.
Extreme Locks Ltd
- Upheld
- Internet (search engine)
- 10 July 2019
A paid-for Google ad for Extreme Locks Ltd’s website www.mikejmartin/auto-locksmith, a vehicle locksmith, seen on 31 January 2019, included the text “Local 24 hour emergency locksmiths for all vehicle related security issues”.

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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Relevant codes

26 Services offering individual advice on consumer or personal problems