Best examples of testimonial disclaimer examples for advertising that actually protect you

Real‑world examples of testimonial disclaimer examples for advertising

Let’s start where most people get nervous: the actual wording. Below are realistic examples of testimonial disclaimer examples for advertising in different industries. You’ll see the patterns quickly: clarify typical results, disclose material connections, and avoid implying guarantees.

1. Weight loss and fitness testimonial disclaimer example

Imagine a landing page with before‑and‑after photos and quotes like “I lost 30 pounds in 3 months.” Without a disclaimer, that’s a regulatory magnet.

Sample disclaimer:

Results not typical. The customer testimonials on this page reflect individual experiences with our program. They do not represent or guarantee that anyone will achieve the same or similar results. Most users who follow our plan lose between 5–10 pounds over 3 months. Your results will vary based on your starting point, health status, and adherence to the program.

Why this works:

• It clearly says the showcased result is not typical.
• It provides a realistic range of typical outcomes.
• It flags key variables (health status, adherence).

This aligns with the Federal Trade Commission’s (FTC) long‑standing position that you can’t just say “results not typical” without also explaining what is typical. The FTC’s updated Endorsement Guides (revised in 2023) reinforce this point. You can review them directly on the FTC site: https://www.ftc.gov/legal-library/browse/rules/endorsement-guides

2. Skincare and cosmetic advertising testimonial disclaimer example

Beauty brands love dramatic before‑and‑after content. Regulators, not so much, if the ad quietly uses filters or ideal conditions.

Sample disclaimer for a serum or cream:

Individual results may vary. The testimonials and photos featured are from customers who used our product as directed. They were not paid for their reviews but may have received a free product. Results can vary based on skin type, age, lifestyle, and other factors. No cosmetic product can permanently change your skin structure or treat medical conditions. Talk to a dermatologist about any skin concerns.

This kind of example of testimonial disclaimer language does two important things:

• Discloses that some customers received free product (a material connection).
• Distinguishes cosmetic use from medical treatment, which tracks with FDA and FTC expectations.

For medical or health‑related claims, it’s wise to cross‑check with resources like the U.S. Food & Drug Administration (FDA) and National Institutes of Health (NIH):

• FDA advertising basics: https://www.fda.gov/consumers/consumer-updates
• NIH health information: https://www.nih.gov/health-information

3. Financial and “make money” testimonial disclaimer example

If you’re in any kind of “earnings” space—trading, coaching, online courses, MLM, or SaaS with ROI claims—you need stronger guardrails.

Sample disclaimer for an online business course:

No earnings guarantees. The income and business growth testimonials shown represent the experiences of specific customers. They are not typical and are not intended to represent or guarantee that anyone will achieve the same results. Many customers do not earn any money from applying the strategies in our programs. Any earnings or income statements are estimates of what we think you can achieve if everything goes well, not promises of future performance.

This is one of the best examples of testimonial disclaimer examples for advertising in high‑risk categories because it:

• Explicitly says “many customers do not earn any money.”
• Clarifies that income statements are estimates, not promises.
• Avoids implying that buying the product equals making money.

In 2024, the FTC has been especially aggressive with income and business opportunity claims, including in MLM and coaching spaces. Staying conservative with testimonials in this category is smart risk management.

4. Health, wellness, and supplement testimonial disclaimer example

Anything that touches health—supplements, wellness apps, telehealth, “biohacking” gadgets—sits under a brighter regulatory spotlight. You’re expected to avoid implying diagnosis, treatment, or cure unless you’re in a regulated medical context.

Sample disclaimer for a supplement brand:

Health disclaimer. Customer testimonials describe individual experiences with our products. They are not intended to diagnose, treat, cure, or prevent any disease and should not be interpreted as medical advice. Results can vary significantly from person to person. Always talk with a qualified healthcare professional before starting any supplement, especially if you have a medical condition, are pregnant, nursing, or taking medication.

Pair this with the standard FDA dietary supplement disclaimer and you’re in a safer zone. For evidence‑based health information to guide your claims and disclaimers, sites like Mayo Clinic and MedlinePlus are solid references:

• Mayo Clinic: https://www.mayoclinic.org/
• MedlinePlus (U.S. National Library of Medicine): https://medlineplus.gov/

5. SaaS, tech tools, and B2B testimonial disclaimer example

Software companies love case studies: “We tripled our leads,” “We cut churn by 40%,” “We saved 20 hours a week.” Those are fine as long as you frame them correctly.

Sample disclaimer for a SaaS landing page:

Case study results are specific to each customer. The testimonials, case studies, and success stories on this site describe how individual customers used our platform. They reflect each customer’s specific business, team, and implementation. They are not promises that you will achieve the same results. Your outcomes will depend on your industry, customer base, and how you use our tools.

This example of testimonial disclaimer language works well when your marketing leans on metrics and charts. It signals that those numbers are descriptive, not predictive.

6. Influencer and affiliate testimonial disclaimer example

Now we’re in 2024–2025 territory: TikTok, Instagram Reels, YouTube Shorts, and affiliate blogs. Here, the FTC expects both the influencer and the brand to ensure clear, front‑and‑center disclosures.

Short‑form video overlay disclaimer:

Paid partnership. This video includes a paid partnership with [Brand]. I received free product and compensation for my honest review. My results are my own and are not guaranteed for everyone.

Affiliate blog disclaimer near a testimonial quote:

Affiliate disclosure. Some of the testimonials on this page come from readers who used products purchased through our affiliate links. We may earn a commission if you buy through those links. Their experiences are personal and do not guarantee that you will have the same results.

These are good examples of testimonial disclaimer examples for advertising because they:

• Explicitly say “paid partnership” or “affiliate.”
• Combine relationship disclosure with the “results vary” message.
• Can be adapted for captions, overlays, and bio links.

The FTC’s 2023 Endorsement Guides and 2024 updates emphasize that disclosures must be hard to miss and easy to understand—no buried fine print, no vague “thanks to our friends at…” wording.

7. UGC and review platform testimonial disclaimer example

If your site pulls in star ratings and text reviews from customers, you still need to set expectations.

Sample disclaimer for a reviews section:

Customer reviews are not verified claims. Ratings and reviews reflect the opinions of customers who chose to share their feedback. We do not verify all reviews for accuracy or typical results. Individual experiences can differ widely, and a positive review does not mean you will have the same experience.

If you moderate or curate reviews (for example, only showing 4–5 star reviews in ads), you should add a line:

We may highlight selected reviews in our advertising, which might not represent the full range of customer experiences.

This kind of example of testimonial disclaimer language is especially important when you repurpose review snippets in paid social or retargeting ads.

8. Before‑and‑after photo testimonial disclaimer example

Visuals are powerful—and risky. If your ad relies heavily on transformation photos, you should call out that those visuals are not promises.

Sample disclaimer under a gallery of before‑and‑after photos:

Illustrative results only. Before‑and‑after photos show real customers who followed our recommended plan. Their results are not typical and are provided for illustrative purposes only. Many customers experience more modest changes, and some may see no noticeable change. Your results will depend on your starting point and how consistently you use the product or service.

This is one of the best examples of testimonial disclaimer examples for advertising where visuals do most of the selling.

How to write your own examples of testimonial disclaimer examples for advertising

Once you’ve seen enough real examples, the pattern becomes obvious. Strong testimonial disclaimers usually:

• Explain that the story is one person’s experience, not a guarantee.
• Give a realistic sense of typical results when possible.
• Disclose material connections (payments, free products, affiliate commissions, family relationships).
• Use plain English, not legal jargon.
• Are placed close to the testimonial or claim, not buried in a separate legal page.

A simple template you can adapt:

The testimonials and examples on this page are from actual customers. They represent individual experiences and results, which vary from person to person. We do not claim that they are typical or that you will achieve the same results. Some customers may receive free products, discounts, or other consideration for sharing their feedback.

From there, you customize:

• Health brands add medical disclaimers and “not intended to diagnose, treat, cure, or prevent any disease.”
• Financial brands add “no earnings guarantees” and “past performance is not indicative of future results.”
• Tech and SaaS brands emphasize that numbers are case‑specific and implementation‑dependent.

If you’re selling into the U.S., it’s smart to align your drafting with FTC expectations. Their Endorsement Guides are here: https://www.ftc.gov/legal-library/browse/rules/endorsement-guides

2024–2025 trends shaping testimonial disclaimers

Regulators have been very clear: endorsements and testimonials are not a loophole. If it’s illegal for you to say it directly, it’s still illegal when a customer or influencer says it for you.

A few trends that should influence how you craft examples of testimonial disclaimer examples for advertising today:

Stricter scrutiny of “results not typical” alone

The old habit of dropping a tiny “results not typical” in gray text at the bottom of a page is no longer defensible. The FTC expects advertisers to:

• Describe what most people can realistically expect when that’s different from the highlighted testimonial.
• Place disclaimers close to the claim, in similar font size and color.

Aggressive enforcement of influencer and child‑directed advertising

In 2023–2024, the FTC and state attorneys general have focused heavily on:

• Influencer posts that hide #ad or #sponsored at the end of long captions.
• Promotions aimed at children and teens, where disclosures must be even clearer.

If your influencers use testimonials, their captions and overlays should mirror the examples of testimonial disclaimer examples for advertising you use on your own site—no vague wording, no disappearing text.

AI‑generated and edited testimonials

With AI tools, it’s now easy to “clean up” or even fabricate testimonials. Regulators are watching for:

• Fake reviews and endorsements.
• Heavily edited testimonials that change the meaning.

If you edit for clarity or length, your disclaimer can say:

Testimonials may be edited for length and clarity but reflect the original opinions and experiences of the customers.

That makes your examples of testimonial disclaimer examples for advertising more credible and transparent.

Placement tips: where to put testimonial disclaimers so they actually count

Even the best examples of testimonial disclaimer examples for advertising fail if nobody sees them. A few practical placement rules:

• On landing pages: Put the disclaimer immediately under the testimonial block or directly below dramatic before‑and‑after images.
• In video ads: Use on‑screen text for at least a few seconds, plus a clear line in the caption.
• In email marketing: Place a short disclaimer under the testimonial quote or P.S. section.
• On social posts: Add a concise disclaimer in the first lines of the caption; don’t hide it behind “more.”
• On review pages: Include a standing disclaimer at the top or near the first visible reviews.

The FTC’s standard is “clear and conspicuous.” That means:

• Big enough to read without zooming.
• On screen long enough to be noticed.
• In language your average customer actually understands.

FAQ: testimonial disclaimer examples for advertising

Q1. Do I always need a testimonial disclaimer in ads?
If your ad uses customer stories, star ratings, or influencer endorsements that could imply specific results or benefits, you should assume a disclaimer is needed. The more dramatic the claim, the more important it is to pair it with clear, specific language about typical results and material connections.

Q2. Can you give a short example of a testimonial disclaimer I can use in most ads?
A flexible short version:

Results are not typical. Testimonials reflect individual experiences and are not a guarantee of future performance or success. Your results may vary.

You can expand or narrow this based on your industry, but it’s one of the simplest examples of testimonial disclaimer examples for advertising that works across many formats.

Q3. Are social media hashtags like #ad or #sponsored enough by themselves?
Sometimes, but not always. The FTC has said that clear hashtags at the start of a caption can be adequate for disclosing paid relationships. But if your post also includes strong results‑based testimonials, you still need to clarify that those results are not guaranteed. In other words, you need both relationship disclosure and results disclosure.

Q4. Do I need to say that reviewers got free products?
Yes, if a reviewer received anything of value—money, free product, discounts, or other perks—that could affect how readers view the endorsement. That’s a “material connection” and must be disclosed. Many of the best examples of testimonial disclaimer examples for advertising explicitly state that some reviewers received free products or compensation.

Q5. Where can I learn more about legal standards for testimonials and endorsements?
For U.S. advertisers, the FTC’s own materials are the gold standard. A few starting points:

• FTC Endorsement Guides: https://www.ftc.gov/legal-library/browse/rules/endorsement-guides
• FTC business guidance on advertising and marketing: https://www.ftc.gov/business-guidance

These resources help you pressure‑test your own examples of testimonial disclaimer examples for advertising against what regulators actually expect.