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 â€œClaims in testimonials and endorsementsâ€ 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…)