Testimonials & endorsements

Testimonials and endorsements are popular marketing tools used by business to add credibility to their claims about the quality or value of the products or services they are trying to sell you.

Endorsements from professionals or well-known individuals (such as authors, movie stars or athletes) can make you feel more interested in trying a particular product or service. These endorsements may even make you feel more confident about your choice. Testimonials from other satisfied consumers can also convince you to buy.

When used honestly, these marketing methods are quite legitimate. However, there have been cases where businesses have used testimonials or endorsements in a way which could mislead or deceive you. For example, having a celebrity claim that they have used a particular product that they have never used, or even by claiming a celebrity has said something about a product that they have not said.

Businesses must ensure that any representations or claims they make are accurate and truthful. It is unlawful to make or use false or misleading testimonials and engage in conduct that may be misleading or deceptive. When you are making decisions about the goods or services you buy, try to avoid relying solely on someone else's opinion—do some of your own research so you can make the best choice for you.

Visit our page on misleading or deceptive conduct and false or misleading representations to find out more about advertising and selling. You can also find out what to do if you want to complain about marketing tactics that might be unfair.