As your business grows, more of your new customers will judge you before they ever deal with you. They read your reviews, look at your case studies, and notice how you respond when something goes wrong.
Much of this is covered by law. Consumer law controls how you collect and publish reviews. The advertising codes control how you use testimonials. Getting it wrong can lead to fines and to public rulings against your business.
Collect and publish reviews lawfully
You can ask customers for reviews, reply to them and show them on your website. What you cannot do is fake them, hide that you paid for them, or show only the good ones.
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Ask every customer, not just happy ones
Send review requests to all customers after a purchase, or to a random sample. Choosing only customers you expect to be positive can make the reviews you publish misleading.
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Be open about any incentive
If you offer a discount, free product or prize draw entry for a review, make sure each review it produces says so clearly. The review must still reflect the customer's genuine experience, so never make the reward depend on the review being positive.
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Publish negative reviews as well as positive ones
Do not hold back or remove genuine negative reviews, and do not give positive reviews more prominence. You can remove reviews that are fake, abusive or break published rules, if you apply the rules the same way to everyone.
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Put checks in place if you host reviews
If reviews appear on your own website or app, write down how you spot and remove fake and hidden-incentive reviews, and keep records of what you check and remove.
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Check anyone who manages reviews for you
Do not use agencies or services that write or buy reviews. If a marketing agency runs your reviews, check how it collects them.
Use testimonials and case studies
Testimonials, endorsements and customer case studies are marketing claims. The Advertising Standards Authority applies the same rules to them wherever they appear, including your own website and social media.
Before you publish a case study, get the customer's written agreement to the wording and to any figures you quote about their results. Store it with your evidence that the testimonial is genuine. For the wider rules on advertising claims, see marketing and advertising law and avoid unfair trading practices.
Respond to negative reviews and complaints
How you respond to criticism is often read more closely than the criticism. A calm public reply, followed by putting things right, can do more for your reputation than the review did harm.
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Reply promptly and politely
Thank the customer, acknowledge the problem without arguing, and offer a way to resolve it privately. Do not share their personal details in a public reply.
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Fix the underlying problem
Deal with the complaint through your normal complaints process and meet your legal duties, for example to repair, replace or refund faulty goods. Do not make resolving a complaint depend on the customer not leaving, or removing, a negative review.
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Do not pay to remove a review
Do not offer money, refunds or discounts on condition that a customer deletes or changes a genuine review. This can make your published reviews misleading.
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Report fake reviews to the platform
If you think a review is fake, for example from a competitor or someone who was never a customer, report it to the review platform with your evidence.
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Do not threaten genuine reviewers
The CMA's guidance says that using threats, including threats of legal action, to put people off leaving or keeping negative reviews can make your published reviews misleading. If you believe a review is false and damaging, take legal advice.
In England and Wales, a business that trades for profit can bring a defamation claim over a review only if it has caused, or is likely to cause, the business serious financial loss. A review that is substantially true, or is an honest opinion, is usually protected. Scotland and Northern Ireland have their own defamation laws.
For your duties when a customer complains about faulty goods, see handle consumer complaints about faulty goods.
Deal with the press and public relations
Most growing businesses do not need a PR agency, but you do need to be ready if a journalist calls, whether about good news or a complaint.
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Choose one spokesperson
Agree who speaks for the business and make sure staff know to pass media enquiries to them.
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Check facts before you publish
Claims in press releases, on social media and in interviews must be accurate. The advertising rules also apply to claims in your own marketing channels.
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Prepare for bad news
Keep a short plan for a product recall, data breach or serious complaint, including who approves public statements and how you will contact affected customers first.
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Share your successes
Tell local and trade press about new sites, contracts, jobs created and awards won. Trade associations and your local business support service can often help you reach the right publications.
Build trust with certification and awards
Independent certification shows buyers that your systems meet a recognised standard. Many public sector buyers and larger customers ask for it before they will add you as a supplier. Cyber Essentials is one of the most commonly requested. See get Cyber Essentials certified.
Awards give you independent recognition you can use in your marketing. Industry and regional awards are run by trade bodies, publishers and local business organisations. The most widely recognised is the King's Awards for Enterprise.
Legal basis
Primary legislation and key regulations
Browse UK legislation (opens in a new tab) legislation.gov.uk