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

Emma Louise Taylor t/a Harley St Therapy
- Upheld
- Internet (website content)
- 08 September 2021
A website ad for a person claiming to be a member of the British Association of Counselling and Psychotherapy was banned for being misleading.
Global EMF Solutions Ltd t/a energyDots
- Upheld
- Internet (website content)
- 08 September 2021
A website ad for a device which retunes electromagnetic frequencies was banned for misleadingly stating that the device can help users feel energised, more focused and less stressed.
Shop TJC Ltd t/a TJC Ltd
- Upheld
- Television
- 18 August 2021
We banned an ad for a USB car air purifier over implications that it could stop COVID-19.
Trappex Ltd
- Upheld
- Website (own site)
- 18 August 2021
We upheld a complaint against ads claiming filtration devices were ‘industry leading’.

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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