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.

+ Read more - Show less

Latest rulings

Guangzhoushi Yingyi Maoyi Youxiangongsi t/a LANPN
- Upheld
- Social media (influencer or affiliate ad)
- 27 May 2026
An Instagram post on Gemma Markland’s account wasn’t obviously identifiable as an ad.
Course Accreditation Ltd
- Upheld
- Website (own site)
- 13 May 2026
A website and a paid-for Google search ad for an accreditation company didn’t provide suitable evidence to back up objective claims, including comparative claims. The ads also misleadingly implied their accreditation was recognised by insurers and that t...
Medilife Clinic Enfield
- Upheld
- Social media (paid ad)
- 06 May 2026
A paid-for Instagram ad for a health clinic made claims that their treatments could alleviate or treat the traits of autism without suitable evidence to support these claims. The ad also discouraged essential treatment for conditions for which medical supervision should be sought.
The Professional Development Consortium Ltd t/a CPD Standards Office
- Upheld
- Social media (paid ad)
- 06 May 2026
Two paid-for Meta ads for a training accreditation company made misleading comparative claims with identifiable competitors which weren’t supported by evidence and couldn’t be verified by consumers.

View all rulings

Claims, endorsements and testimonials

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

Latest news

Charm Over Alarm: make sure your ads for dating services don’t give the ick

Avoid a false start with our sports supplement marketing tips

Three key tips for green claims this Earth Day

Bill ieve it or not: making greener homes savings claims add up

Mind your Ps and Qs: harnessing the Royal Effect without breaching protocol (or the CAP Code)

Not even Fenton would run away from our marketing tips

Latest rulings

Guangzhoushi Yingyi Maoyi Youxiangongsi t/a LANPN

Course Accreditation Ltd

Medilife Clinic Enfield

The Professional Development Consortium Ltd t/a CPD Standards Office

Help getting it right

Popular advice

Misleading advertising

Promotional savings claims

Testimonials and endorsements

Relevant codes