Testimonial
A statement from a customer or user about their experience with a product, subject to FTC guidelines and platform policies on authenticity.
What Testimonial means
A testimonial is an endorsement or review from a customer sharing their experience with a product or service, used in advertising to build credibility and social proof. FTC guidelines require that testimonials reflect honest opinions and typical experiences — if results are atypical, a clear disclaimer is required. Fake testimonials are prohibited by the FTC, platforms, and most national advertising standards. The FTC's updated Endorsement Guides (2023) specifically address fake reviews, AI-generated testimonials, and incentivized reviews. Platform policies require testimonials to be genuine and prohibit fabricated social proof. When using testimonials in ads, best practices include using real customer experiences, including 'results not typical' disclaimers when appropriate, disclosing any incentive provided for the testimonial, and maintaining documentation of testimonial authenticity.
Related terms
Endorsement Disclosure
A clear statement revealing a material connection between an endorser and a brand, required by FTC guidelines and platform policies.
Substantiation
The requirement to have evidence supporting advertising claims before making them, enforced by the FTC and platform policies.
Disclaimer
A statement in or accompanying an ad that limits liability, clarifies claims, or provides legally required disclosures.
Misleading Claims
Advertising statements that deceive or are likely to deceive consumers, prohibited by both regulations and platform policies.