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CMA guidance for online reviews and social media endorsements.
On 3 September 2025, the Competition and Market Authority (CMA) published new guidance for websites that publish online reviews of goods, services and digital content to ensure companies remain compliant with consumer protection law. The guidance details the importance of publishing genuine, relevant and lawful reviews, ensuring any processes in place to collect, moderate and publish reviews do not hinder this.
The CMA has also updated their guidance on social media endorsements, following the Digital Markets, Competition and Consumers (DMCC) Act 2024. This guidance is aimed at content creators and influencers, outlining how to effectively communicate to an audience when there is a direct business connection with a brand, as well as the importance of not misleading the consumer.
