Making the most of your 5-star reviews

Codes of conduct

Advertising is governed by voluntary codes, overseen by the Advertising Standards Authority (ASA). These codes ( CAP for non-broadcast advertising, BCAP for broadcast) deal with all aspects of advertising, including the use of endorsements and testimonials. This could be a testimonial by a well-known person or business, an “influencer” endorsement on social media, or simply glowing customer reviews. The ASA has recently published online guidance as a handy reminder of the relevant CAP rules (click here ).

Keep it real

If you’re going to highlight a review in an advert, make sure it’s genuine and get the reviewer’s permission. Not only does this ensure that you don’t mislead potential customers, but a verified review is more persuasive. Including a real name, picture and occupation can make the comments more relatable, but don’t do this without the reviewer’s permission. Tip. There are exceptions to the requirement for permission, including where a statement is taken from a published source ( CAP rule 3.48 ).

Endorsements must not be used in a misleading way. For example, don’t snip out one positive phrase from an otherwise damning review, or link a positive review of one product to an advert for another.

Back it up. Keep a record of reviews quoted in your advertising for as long as the advert runs, so you can address any complaints promptly. This should include the contact details of the reviewer, evidence of their purchase and their consent.

Incentives and influencers

It’s common to follow up purchases with review requests. However, take care not to incentivise positive reviews, e.g. by offering a freebie or a discount on future purchases. Social media endorsements by influencers can be an incredibly effective advertising tool. However, they must be clearly distinguished from regular customer reviews because the influencer has been paid or incentivised for their recommendation. Tip. An influencer can make it obvious that their post is an advert by using a prominent banner stating “Ad” and the hashtag #ad. Check out the guidance by the ASA and Competition and Markets Authority (CMA) on influencer adverts (click here ).

Current and relevant

Recent reviews carry more weight with potential customers, so it’s best to avoid rolling out even the most complimentary quotes too many times. Actively monitoring reviews and social media mentions (customer relationship and social media management software makes this task easier) can give you fresh material, as well as letting you deal with negative feedback effectively.

Negative reviews. It’s unrealistic to aim for all 5-star ratings, and a complete lack of negative reviews looks suspicious to potential customers. Think of negative reviews as an opportunity to showcase your customer service by responding politely and professionally, addressing any (genuine) issues raised. Tip. Don’t be tempted to delete bad reviews, as it could breach the code. Deletion is only likely to be acceptable if you are removing offensive/illegal content, or personal details. If you delete a review for one of these reasons, keep a record.