Okay, confession time. I once posted a glowing customer review on my homepage.
Word-for-word from a sweet email someone sent and didn’t think twice about it. I mean, it was their words, praising my product. What could go wrong?
Well… turns out, a lot.
That was before I knew that even something as innocent as sharing a review publicly comes with legal strings attached. And let me tell you, nothing makes you sweat like a stern email with the words “unauthorized use” in bold.
You Need Permission, Even for Nice Words
Here’s the deal: just because someone says something nice about you doesn’t mean you automatically have the right to publish it wherever you want.
If the review came through email, DM, or a private message — always, always ask for permission before displaying it on your website or marketing materials. Even if they seem flattered or casual about it, a quick “Hey, can I feature this quote with your name?” saves you from headaches later.
And if you’re showing their full name or photo? Double-check. Privacy laws in some states and countries are strict about using personal identifiers in a public context. When in doubt, refer to how to display customer reviews effectively without crossing legal boundaries.
Disclose Paid or Incentivized Reviews
Here’s where a lot of folks — especially small biz owners — slip up. If someone got anything in return for their review (discount, free product, gift card, whatever), that has to be disclosed.
Like, clearly.
Not buried in tiny text or left out completely. The FTC (Federal Trade Commission) requires transparency, and if they find out you’re showing paid reviews without a disclaimer, you could face fines. No joke.
I now include a simple line when applicable: “This reviewer received a free sample in exchange for an honest opinion.” Easy, clear, and keeps me out of trouble. You can find more tips on incentivizing reviews without violating guidelines to make sure you’re playing it safe.
Don’t Cherry-Pick Only the Good Stuff
I know, I know — nobody wants to put less-than-stellar reviews on their site. But here’s the kicker: if you’re only displaying positive reviews and hiding all the others? That could be considered deceptive advertising.
The FTC has made it clear, businesses that manipulate their reviews to mislead consumers are asking for trouble.
What I’ve started doing is using a plugin that pulls real-time reviews from verified sources like Google or Trustpilot. That way, I’m not manually selecting only the ones that sing my praises. It’s honest, and it builds trust — which, by the way, is one of the key points in why customer reviews matter for online sales.
Avoid Editing Reviews (Even for Grammar)
Another lesson learned the hard way — don’t “clean up” someone’s words without permission. One time, I fixed a few typos in a review before posting it. Harmless, right?
Nope. The customer saw it and emailed me upset, saying it didn’t sound like them anymore.
If a review has grammar issues or awkward wording, I now ask: “Mind if I tidy up the grammar a bit for clarity?” Most say yes. But that ask is key.
You can still use testimonials to build trust — just make sure they’re real, unedited, and fully approved.
Respect Platform Terms of Use
If you’re copying reviews from third-party sites (like Amazon, Etsy, or Yelp), make sure you’re not violating their terms of service.
Some platforms explicitly forbid copying or reposting reviews outside their ecosystem. That can lead to your seller account being flagged or worse — suspended.
My tip? Link directly to the review instead. Or embed it, if the platform offers that feature. And always be aware of how fake or spam reviews are managed, especially when sourcing content for public display.
When in Doubt, Get a Quick Legal Opinion
Look, I’m no lawyer — just someone who’s learned through a few cringe-worthy mistakes. But if you’re scaling up or running ads with reviews, it’s worth getting a quick check from a small business attorney.
Sometimes I’ll just shoot over a screenshot of how I plan to display a review and get a thumbs up. It’s not expensive and saves me from lawsuits later.
Final Thoughts: Keep It Transparent, Keep It Safe
Reviews are powerful. They can sell your product better than any ad. But only if you’re using them legally and ethically.
So here’s my rule now:
Ask before you post. Disclose when needed. Don’t tweak the truth. And always respect privacy.
It’s not just about avoiding legal issues, it’s about building real trust with your audience. And in the long run? That’s what drives lasting sales.
