ICPEN Guidelines for Traders and Marketing Professionals

This guide provides guidance to traders and marketing professionals on online reviews and endorsements. Traders and marketing professionals should be guided by the following key principles: • do not prevent consumers from seeing the whole picture of genuine, relevant and lawful reviews; • do not write, commission or publish fake reviews; • disclose paid-for content clearly and prominently; and • disclose other commercial relationships where they may be relevant to the content.