Reviews and social media endorsements: guidance for businesses and brands
Guidance for businesses, brands and their agencies on how to ensure that online reviews and social media endorsements are honest and transparent.
Documents
Details
This guidance was published prior to the unfair commercial practices provisions of the Digital Markets, Competition and Consumers Act 2024 (DMCC Act) coming into force on 6 April 2025. These provisions contain broadly similar prohibitions against unfair and misleading commercial practices as under the previous legislation, the Consumer Protection from Unfair Trading Regulations 2008 (CPRs).
More detail on the legislative differences between the DMCC Act and the CPRs is available in the technical note.
For further guidance, read Unfair commercial practices.
If your business hosts reviews, check the CMA’s guidance on fake review practices for more guidance in this area.
What businesses, including brands and agencies that advise them, should do to make sure they comply with consumer protection law.
If you’re a content creator or influencer, you should also read our guide to being honest and transparent when endorsing goods or services or collaborating with brands on social media.
For information on the new fake reviews banned practice (introduced by the Digital Markets, Competition and Consumers Act 2024), check our detailed guidance and short guide for businesses that publish consumer reviews.
Updates to this page
-
Guidance updated following DMCC Act 2024.
-
Updated 60-second summary published.
-
New 60-second summary added.
-
First published.