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

Frasers Group Trading Ltd t/a Sports Direct
- Upheld
- Website (own site)
- 02 September 2026
A product page on the Sports Direct website made misleading claims about reference price and associated savings.
BoyleSports (Gibraltar) Ltd t/a BoyleSports
- Upheld
- 29 July 2026
A paid-for online display ad for a gambling company encouraged gambling behaviour that was socially irresponsible and could lead to financial harm by encouraging frequent and repetitive participation.
Dignity Funerals Ltd t/a Simplicity Cremations
- Upheld
- Television
- 22 July 2026
Two TV ads for a funeral provider didn’t make clear that the funeral plans advertised were for non-attended cremations only.
Eurowings GmbH t/a Eurowings
- Upheld
- Search (paid)
- 15 July 2026
A paid-for Google ad for an airline gave a misleading impression of their flights environmental impact and implied that people could pay to fully offset the carbon emissions from a specific flight without suitable evidence to support these 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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