Context
The CMA has published a number of web pages in relation to being honest and transparent with online reviews and endorsements, including on social media and in other online content. Reviews and endorsements play an important role in helping potential customers decide whether to buy a product or use a business. To comply with the law, firms must make sure that reviews and online content are genuine and accurate, and endorsements are made clear. This is very much in line with the FCA’s overall requirement for firms to be clear, fair and not misleading in their communications and financial promotions.
Key points to note and next actions
- The law on reviews and endorsements applies to you if you create, commission or publish reviews or endorsements (or facilitate these activities).
- New law came into force in April 2025. There is a new ‘banned practice’ relating to fake reviews and concealed incentivised reviews. Also, the CMA can issue fines and directions directly to those who break consumer protection law
The published web pages and guidance include:
- Reviews and social media endorsements: guidance for businesses and brands.
- Social media endorsements: guidance for content creators.
- Social media endorsements: guidance for brands.
- Social media endorsements: guidance for content creators, brands and agencies.
- Reviews: guidance for businesses and agencies – GOV.UK.