What are the UK rules on testimonials and reviews in ads?
You can use testimonials and reviews in UK ads only if they're genuine, held on file with contact details, current, and not misleading about typical results — and a testimonial never substantiates a claim the product otherwise can't support.
What makes a testimonial usable?
You must hold signed or verifiable testimonials with the person's contact details, use them in context, and not edit them in a way that changes their meaning. Testimonials must relate to the advertised product, not a previous formulation.
Can testimonials prove efficacy?
No. A glowing review of a health or performance product doesn't substantiate the underlying claim. If you can't evidence "reduces joint pain", ten testimonials saying it does won't make the claim compliant.
What are the rules on star ratings and review counts?
Aggregate ratings ("rated 4.8/5") must be accurate, current, based on genuine reviews, and reflect the right product. Suppressing negative reviews to inflate a score is a misleading practice now squarely targeted by consumer law.
FAQ
- Do I need permission to use a review?
- You need genuine testimonials held with contact details; using identifiable people also engages privacy rules.
- Can testimonials prove my product works?
- No — they can't substantiate objective claims the product can't otherwise support.
- Are fake or incentivised reviews illegal?
- Yes — fake and undisclosed incentivised reviews are banned under UK consumer law.
Clearance flags efficacy claims dressed as testimonials and unsubstantiated star ratings.
Related rules
- Can you say "clinically proven" in UK ads?"Clinically proven" is one of the most-flagged phrases in UK advertising. Here's what evidence you need, what the ASA looks for, and safer ways to phrase it.
- Can you name a competitor in UK advertising?Can you name or compare against a competitor in UK ads? The like-for-like, verifiability and fairness rules explained.
- Are social media posts covered by UK advertising rules?Organic posts, paid social and Stories — when your social content becomes a regulated ad and what that means.
This article is general information about publicly available UK advertising rules, not legal advice. Rules change — always check the current codes at source or take professional advice before publishing. Clearance is an independent tool and is not affiliated with the ASA or CAP.