• Marketers probably know that in certain circumstances making use of testimonials and recommendations is excluded completely.

    Marketers probably know that in certain circumstances making use of testimonials and recommendations is excluded completely.

    Note: This advice is distributed by the CAP Executive about non-broadcast marketing. It doesn’t constitute advice that is legal. It doesn’t bind CAP, CAP panels that are advisory the Advertising guidelines Authority.

    Marketers must hold documentary proof that a testimonial or endorsement found in an advertising interaction is genuine and hold contact details for the one who, or organization that, provides it (guideline 3.45). Showing that a testimonial is genuine has two elements; showing that the estimate is from a genuine individual and they said that it reflects what. Claims within a testimonial should never mislead or be prone to mislead the customer. Please see “Claims in testimonials and endorsements” for help with making claims in testimonials.

    Don’t pose as a customer

    Marketing and sales communications should never falsely claim or imply the marketer is acting as a customer or even for purposes outside its trade, company, art or career (Rule 2.3). It’s a breach regarding the Code for a marketer to publish reviews of one’s own products whilst posing as a consumer that is genuine. (meer…)