Shopify questionAnswer4 min read
Can I Use Customer Reviews in My Ads?
Yes, if the reviews are genuine, quoted fairly and used with permission. Here are the rules in the US and UK, and how to use reviews well.
Key takeaways
- Yes, you can use customer reviews in ads, as long as they're genuine, quoted fairly and used with permission where they include names, photos or videos.
- In the US, the FTC's rule bans fake reviews, buying reviews and paying for reviews that express a particular sentiment.
- In the UK, the CMA published fake reviews guidance in April 2025 on how businesses must handle consumer reviews.
- Google can show star ratings in Shopping ads and free listings once you have at least 50 reviews across your products.
- Who it is for
- Stores using reviews in marketing
- Time needed
- 4 minutes to read
- What you need
- A review app with real reviews
Yes, you can use customer reviews in your ads, and they're often some of the most persuasive copy you have. The rules are simple: use only real reviews, quote them accurately without changing their meaning, don't present an unusual result as typical, disclose free products or incentives, and get permission before using someone's name, photo or video. In the US and UK, regulators treat fake or misleading reviews as illegal, not just bad practice.
I build Shopify stores and review apps into them, and I don't run ads. I'm writing from the product page side, where the same reviews need to appear. This is general information, not legal advice; the rules below were checked on the FTC, GOV.UK and Google Merchant Center sites on 7 November 2026.
The rules by market
| Market | Rule | What it means for ads |
|---|---|---|
| US | FTC rule on fake reviews | No fake, bought or sentiment-conditioned reviews |
| US | FTC Endorsement Guides | Disclose free products, show typical results |
| UK | CMA fake reviews guidance | How businesses must handle reviews |
| Product ratings | 50 or more reviews to show stars |
US: what the FTC says
The FTC's final rule bans fake reviews and testimonials, including AI-generated ones and reviews from people who never used the product. It bans offering incentives for reviews that express a particular sentiment, positive or negative. Insider reviews from staff or managers need a clear disclosure of the connection, and you can't suppress negative reviews with threats.
The FTC's endorsement guidance adds points that matter when you put a review in an ad:
- Typical results: if a review describes an exceptional result, the ad must make clear what people can generally expect.
- Material connections: if the reviewer got a free product or other incentive, disclose it.
- No skewing: asking only happy customers for reviews can mislead if it substantially skews how favorable they look.
- Editing: changing a customer's words creates a problem for you, not them. Shorten a quote if you need to, but keep its meaning.
UK: the CMA's guidance
The Competition and Markets Authority published its "Fake reviews" guidance (CMA208) on 4 April 2025. It explains how businesses that publish reviews, or information about reviews, should comply with consumer protection law, and what the law prohibits. If you sell to UK customers, read it before building ads from reviews. EU and Australian consumer law also prohibit misleading claims, so the same habits apply there.
How to use reviews in ads well
- Pull from your review app. Use reviews collected through your store's review system, so you can show where each one came from.
- Quote exactly. Short, specific lines work best: "Fits true to size and survived a muddy hike."
- Ask before using names, faces or videos. A short email asking permission protects you and often gets you a better photo too.
- Match the landing page. If the ad quotes a review, show it, or reviews like it, near the price on the product page.
Star ratings in Google Shopping
Google's product ratings show 1 to 5 stars and the review count in Shopping ads and free listings. You need at least 50 reviews across all products, and it can take up to two weeks to appear once you qualify. You can send reviews through a supported reviews aggregator or add product ratings in Merchant Center yourself. Pick a review app that supports this if Google Shopping matters to you. I compare two popular ones in Judge.me vs Okendo.
Reviews on the page matter as much as in the ad
An ad with a great quote gets the click; the product page has to back it up. Put the star rating near the title, a few specific reviews near the add-to-cart button, and photo reviews in the gallery. My guide to using reviews and social proof covers the layout, and UGC ads covers customer photos and videos in ads.
What to do next
- Pick five genuine reviews with specific details.
- Ask permission for any name, photo or video you want to use.
- Show them on the product page the ads point to.
- Get the page reviewed. My CRO service starts from $500, and a free store review is a good first step.
Free tools
Check your own store
Free, no sign-up. Each one runs a part of this guide for you.
Frequently asked questions
Can I use customer reviews in my ads?
Yes, if they're genuine, quoted accurately and used with permission when they include names, photos or videos. Disclose any free product or incentive the reviewer received.
Do I need permission to use a customer review in an ad?
Ask permission before using a customer's name, photo or video. It protects you, and a short request often gets a better image too. Check with an adviser for your exact situation.
Can I edit a review before using it in an ad?
You can shorten it, but don't change its meaning. The FTC says that if a marketer alters a review, the marketer is responsible for those changes.
Can I offer a discount for reviews?
You can't make an incentive depend on the review being positive. The FTC's rule bans incentives conditioned on a particular sentiment, and incentivized reviews need disclosure.
How do I get star ratings in Google Shopping ads?
Google's product ratings need at least 50 reviews across your products. Submit them through a supported reviews aggregator or add them in Merchant Center.
Do UK rules on fake reviews apply to my ads?
The CMA's fake reviews guidance, published on 4 April 2025, explains how businesses that publish reviews or information about reviews should comply with consumer protection law. Read it if you sell to UK customers.
Sources
- FTC announces final rule banning fake reviews and testimonials, Federal Trade Commission
- FTC's Endorsement Guides: What People Are Asking, Federal Trade Commission
- Fake reviews (CMA208), GOV.UK (Competition and Markets Authority)
- Product Ratings basics, Google Merchant Center Help
Related services and work
I'm a Shopify developer and CRO specialist. I have built and improved Shopify stores since 2018, completed more than 1,000 projects, and hold a 4.96 average rating across 719 client reviews.
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