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

Class Delta Ltd t/a abnormal
- Upheld
- Internet (website content), Social media (own site)
- 24 November 2021
A website and an Instagram post for a nutrition drinks company was banned for stating that their products and packaging were plastic-free and had zero plastic when they contained components that did not meet those criteria.
Domino's Pizza UK & Ireland Ltd
- Not upheld
- Leaflet
- 24 November 2021
A leaflet for Domino’s Pizza was found to be unlikely to cause serious or widespread offence.
TMC Media Group AG t/a ukfitnessdirect.co.uk
- Upheld
- Internet (website content)
- 24 November 2021
Product listings for an online fitness store were banned for advertising products that could not be purchased on their website by consumers.
888 UK Ltd
- Upheld
- Website (ad feature)
- 10 November 2021
A website advertorial for a slot machine app was banned for misleadingly implying that offers were time-limited and for making other misleading claims.

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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