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

Adidas UK Ltd t/a adidas
- Upheld
- Search (paid)
- 24 June 2026
A paid-for Google ad for adidas made misleading environmental claims.
Big Fang Collective Ltd t/a Golf Fang
- Upheld
- Leaflet, brochure, catalogue or directory
- 24 June 2026
A leaflet for an indoor golf venue didn’t make clear it was an ad and caused unjustified distress by resembling a parking ticket.
Calvin Klein Europe BV t/a Calvin Klein
- Upheld
- Search (paid)
- 24 June 2026
A paid-for Google ad for Calvin Klein made misleading environmental claims.
Uniqlo (UK) Ltd t/a UNIQLO
- Upheld
- Search (paid)
- 24 June 2026
A paid- for Google ad for UNIQLO made misleading environmental 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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Latest rulings

Adidas UK Ltd t/a adidas

Big Fang Collective Ltd t/a Golf Fang

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