A policy for collecting, publishing, moderating and responding to customer reviews that complies with the ban on fake and concealed incentivised reviews – with staff rules, a moderation procedure and a review response guide.
Sales & marketing
Online Reviews and Consumer Endorsements Policy
About this document
Since 6 April 2025 it has been a banned practice under consumer law to commission or publish fake reviews, to offer incentives for reviews without making this clear, or to present reviews in a misleading way – for example by hiding negative ones. Businesses that publish reviews must take reasonable and proportionate steps to prevent and remove fake or misleading reviews. This policy sets out how your business will do that and how staff must behave.
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.
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Sales & marketing
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Written for UK businesses
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