Please be informed that the IPA offices will be closed Friday 4th August.
We will respond to you as soon as we return on Monday 7th August.

CMA issues guidance on online reviews and endorsements

The Competition and Markets Authority has issued a report containing guidance on using online reviews and endorsements in compliance with consumer protection legislation.


The report finds that certain practices mislead consumers and are likely to be in breach of consumer law and advertising regulation, citing a number of such practices, including: the use of fake and incentivised reviews, the suppression of genuine negative reviews, and the failure to disclose or provide adequate disclosure that content has been paid for or that it is sponsored.

The report is particularly significant considering the ASA adjudications regarding Mondelez's Oreos vlogging promotion and P&G's Beauty Recommended YouTube channel, both of which concern the transparency of marketing communications contained in vlogs.”

Read the full IPA Legal Alert here.

Last updated 16/07/2015

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

Institute of Practitioners in Advertising (IPA)
© 2018 IPA. All rights reserved. No part of this
site may be reproduced without our permission.