Customer Testimonials are one of the most powerful trust-building tools for any business. They help you build credibility, demonstrate authority, and show a positive brand history to future customers. However, using customer testimonials is not just a marketing decision. It is also a legal responsibility, because testimonials are regulated by truth-in-advertising laws.
More than 70% of customers search for product reviews before making a purchase, and according to Zendesk, about 90% of buyers are influenced in their decisions by positive reviews. Using customer reviews gives you a strong competitive advantage, especially when they are collected and displayed properly using tools such as Wiremo.
TL;DR
You can legally use customer reviews if they are truthful, not misleading, used with permission, and presented accurately. Avoid copying reviews from other platforms, always disclose non-typical results, and keep proof of consent.
There are specific rules you must follow when using endorsements and reviews. Let’s take a closer look at the three most important legal tips.
1. Make Sure All Customer reviews Are Accurate
Customer reviews must never mislead your audience. They must reflect honest opinions, real experiences, and genuine results. Misleading testimonials can damage trust and expose your business to legal risk.
We have all seen advertisements promising unrealistic results supported by glowing customer quotes. If those results cannot be proven or are not typical, the testimonials become deceptive.
Legal warning
If a testimonial highlights an exceptional or rare outcome, you must clearly disclose that the result is not typical. Hidden disclaimers or fine print are not sufficient.
In the United States, the Federal Trade Commission (FTC) holds businesses responsible for false or unsubstantiated claims made through testimonials or endorsements. If a testimonial shows a result that most customers will not achieve, you must include a clear and visible disclaimer such as “results not typical.”
This principle applies globally as well. Consumer protection laws in many regions require honesty, clarity, and transparency when advertising real customer experiences.
2. Never Copy and Paste Customer reviews From Other Sources
Many businesses make the mistake of copying reviews from third-party platforms and pasting them onto their own websites. This can create legal issues.
Most review platforms state in their Terms of Service that reviews are owned by the reviewer and licensed to the platform. Copying those testimonials without permission may violate intellectual property rights.
Common mistake
Copying testimonials from marketplaces or review sites without permission can expose your business to copyright complaints or legal takedowns.
A safer approach is to link directly to external review platforms, or to collect testimonials directly on your website using review software. This ensures you control the consent process and usage rights.
3. Get Written Permission to Use Customer reviews
You should always have written permission before reusing customer reviews for marketing or promotional purposes. This protects your business if a customer later requests removal.
Written consent does not need to be complicated. In many cases, an email confirmation is sufficient. For SaaS and online platforms, permission can also be included in your Terms of Service or Privacy Policy.
Best practice
Clearly state how testimonials may be used, where they may appear, and for how long. Keep records of consent in case of future disputes.
Once a customer has approved the use of their testimonial in writing, you may legally use it for the agreed period. When the agreement expires, the testimonial should be removed or renewed.
Final Thoughts on Using Customer Testimonials Legally
Customer Testimonials are incredibly valuable, but only when used responsibly. You can be held liable for false or misleading statements, even if they come directly from customers.
To stay compliant and protect your brand:
- Ensure testimonials are honest and accurate
- Disclose non-typical results clearly
- Never copy reviews from third-party platforms
- Always obtain written permission
When used correctly, customer reviews help you build long-term trust, increase credibility, and strengthen your brand without legal risk.
Frequently Asked Questions About Customer Testimonials
1. What are customer testimonials in marketing?
Customer Testimonials are real statements from customers describing their experience with your product or service. They are used to build trust, credibility, and buyer confidence.
2. Are customer testimonials legally considered advertising?
Yes. In most regions, customer testimonials used on websites, ads, emails, or landing pages are considered marketing claims. That means they must follow truth-in-advertising and consumer protection rules.
3. Do I need permission to use customer testimonials?
Yes. You should get written permission to reuse customer testimonials, especially if you show names, photos, company details, or use them in paid advertising.
4. What counts as written permission for customer testimonials?
Written permission can be an email, a message reply, a signed form, or an agreement in your Terms of Service that users accept when submitting feedback on your site.
5. Can I edit customer testimonials for grammar?
Small edits for spelling or clarity are usually acceptable, but you must not change the meaning. Editing that alters the customer’s message can become misleading.
6. Are fake customer testimonials illegal?
Yes. Fake customer testimonials can violate advertising laws and platform rules. They also damage trust and can create serious reputation risk if discovered.
7. Can I use customer testimonials that show extreme results?
You can, but you must clearly disclose when results are not typical. If a testimonial highlights an exceptional outcome, you should add an easy-to-spot disclaimer.
8. What does “results not typical” mean in customer testimonials?
It means the testimonial describes an outcome that most customers will not experience. In that case, you should disclose typical results or clearly say the outcome is not typical.
9. Can I copy customer testimonials from Google, Yelp, or marketplaces?
In most cases, you should not copy and paste testimonials from third-party platforms. Many platforms restrict reuse and reviewers may retain rights. A safer option is linking to the source or collecting testimonials directly.
10. Can I embed reviews instead of copying them?
Yes. Linking to or embedding reviews is often safer than copying text, because it reduces the risk of copyright or Terms of Service issues.
11. How long can I use customer testimonials?
You can use them for as long as your permission covers it. If permission has a time limit, remove the testimonial when the period ends or renew consent.
12. What disclosures should be included with customer testimonials?
Disclose anything that could mislead customers, such as non-typical results, paid endorsements, free products, discounts, or affiliate relationships. Disclosures should be visible and easy to understand.
13. Should I keep records of consent for customer testimonials?
Yes. Keep proof of consent (email, form entry, message screenshot, or log record) so you can defend your use of testimonials if a dispute happens.
14. Can a customer request the removal of a testimonial?
Yes. Customers can request removal, especially if consent was unclear or revoked. Having written permission helps protect your right to use it, but it is often smart to handle removal requests professionally.
15. What is the biggest legal mistake businesses make with customer testimonials?
The biggest mistake is using misleading testimonials, copying reviews from other platforms, or using testimonials without consent. These mistakes can trigger legal risk and weaken customer trust.
