A policy for collecting, moderating and publishing customer reviews and working with influencers and affiliates lawfully – banned fake reviews, incentives, moderation, responding to negative reviews, ad labelling and an influencer agreement checklist.
Retail & e-commerce
Customer Reviews and Influencer Marketing Policy
About this document
Since April 2025, fake reviews and concealed incentivised reviews are banned practices under the DMCC Act 2024, and businesses that publish reviews must take reasonable and proportionate steps to prevent and remove fake ones. Influencer posts must be clearly labelled as ads. This policy keeps your reviews and social marketing on the right side of the law and the Advertising Standards Authority.
The document is laid out in the sections below. Each one comes with a plain-English guidance note explaining what it does and what to change.
Our templates are professionally structured starting points for UK businesses, not legal advice. For anything complex, unusual or high-value, have your final version checked by a solicitor.
Included in the pack
Retail & e-commerce
for every document in this category
Editable Microsoft Word files
Guidance notes in every document
Written for UK businesses
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