Website testimonial disclaimers

I have just started using Google Adwords for my newly formed sole trader UK business and have been told by Google that my .co.uk website infringes their advertising T&C in terms of user safety because it displays customer testimonials without including a suitable disclaimer.  Apparently I need to include a disclaimer advising that the comments shown are not necessarily the views of others etc.  In searching for examples of this I find FTC rules which relate to this for USA but nothing related to UK.  I cannot find any suitable templates in your collection and cannot see a specific disclaimer on the SEQ site.

So my question is, is there a suitable template available? Are there applicable UK regulations providing guidance on this?

Thanks, Fiona 

7 viewsmarketing law

Alasdair Taylor's Answer

To be honest, this is the first time I’ve come across these FTC rules, or an objection from Google to an AdWords campaign on these grounds.

There are no specific English legal rules on this, and I’m not aware of any guidance from the regulatory authorities (e.g. the OFT).

The Consumer Protection from Unfair Trading Regulations 2008 do include some provisions that affect the use of testimonials.

A testimonial or testimonials page could amount to a “misleading action” in some circumstances. 

The examples of unfair practices from Schedule 1 include:

4.  Claiming that a trader (including his commercial practices) or a product has been approved, endorsed or authorised by a public or private body when the trader, the commercial practices or the product have not or making such a claim without complying with the terms of the approval, endorsement or authorisation.

I don’t have suitable disclaimer text at present.

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