How to Legally Use Testimonials and User-Generated Content in Your Online Business
There’s nothing more powerful than a happy customer sharing their experience.
Whether it’s a DM, a tagged Instagram story, or a rave review via email—testimonials carry weight.
But here’s the thing: just because someone sends you a kind message doesn’t mean you can post it publicly.
If you’re sharing user-generated content (UGC) in your marketing, there are legal rules you must follow.
Here’s how to protect your business (and your peace of mind).
What is User-Generated Content (UGC)?
User-generated content refers to anything your clients or followers create and share that
involves your brand, including:
● Instagram stories tagging your product
● Photos of clients using your services
● Email or form-submitted testimonials
● Review videos
● Positive comments on public platforms
Do You Need Permission to Share UGC?
Yes.
Legally, you need explicit permission to:
✅ Post written testimonials
✅ Share screenshots of private messages
✅ Use client-created images or videos
✅ Display any content featuring their name, face, voice, or experience
Even if the content is public, that doesn’t automatically give you commercial usage rights.
How to Get Permission the Right Way
● Ask in writing. A simple message like “Can I share this on my website/social?” is fine.
● Include a content release clause in your checkout or intake forms.
● Be specific about where you’ll use the content (e.g. “sales pages, emails, social
media”).
● Let them know if you’ll use their name, photo, or make it anonymous.
✅ Best Practices for Legally Sharing Testimonials and UGC
● Don’t edit the original message in a way that changes the meaning
● Tag and thank clients when sharing their public content
● Make sure the content is recent and relevant
● Add disclaimers if results are mentioned
● Save proof of consent
Mistakes to Avoid
● Posting screenshots of private DMs without permission
● Using contractor or collaborator content without a signed agreement
● Reusing outdated testimonials without noting the date
● Running contests or challenges involving UGC without clear legal terms
✅ UGC Legal Use Checklist
✅ I have written permission
✅ I know how and where the content will be used
✅ I clarified results are not guaranteed
✅ I respect the client’s identity and privacy
✅ I offered anonymity if needed
Sharing a DM, client win, or screenshot in your marketing?
You might be breaking the law without realizing it. 😬 Before you post that rave review, make sure you’ve got your legal bases covered.
Download the FREE Legal Mistakes Checklist
It walks you through the 10 most common legal mistakes digital business owners make (like misusing testimonials) — and how to fix them fast.
