---
title: "Can You Repost Customer Reviews and Photos? The Rules"
description: "When a customer review or photo on your feed becomes a testimonial, what consent you need, and what the FTC and UK rules say. With wording you can copy."
url: "https://keepsposted.buildverse.dev/blog/repost-customer-reviews-and-photos-rules/"
image: "https://keepsposted.buildverse.dev/images/blog/repost-customer-reviews-and-photos-rules.webp"
published: "2026-11-10"
updated: "2026-11-10"
category: "Guides"
---

# Can You Repost Customer Reviews and Photos? The Rules

*Guides · Published 2026-11-10 · Updated 2026-11-10 · 9 min read · KeepsPosted editorial team*

When a customer review or photo on your feed becomes a testimonial, what consent you need, and what the FTC and UK rules say. With wording you can copy.

You can usually share a real customer's review or photo if you have their permission, you show it accurately, and you have not rewarded or edited it to mislead. The step many owners miss is that sharing a review on your own account turns it into advertising, and advertising has rules.

This guide explains what the US Federal Trade Commission (FTC) says, what UK rules cover, what to do about customer photos and staff reviews, and gives three consent messages and a checklist. It is general information, not legal advice.

## The short answer

- A real review, shared accurately, with the reviewer's permission, is generally fine in principle. Check the rules for your trade and country.
- A made-up, edited-to-mislead or AI-written review is not fine anywhere we looked.
- A reward for a review is risky if it depends on the review being positive.
- A customer's photo is theirs. Ask before you post it on your own feed.
- If you run a regulated health service, stricter rules may ban testimonials entirely. Check your regulator.

> **General information, not legal advice:** Rules differ by country, state and profession and they change. This page summarises the sources linked at the end. If you are unsure, check with your regulator or a lawyer before you post.

## Reposting makes it a testimonial

When reviews sit on Google or Facebook, the platform is hosting them. When you copy one into your own post, story or ad, the FTC's questions and answers on its Consumer Reviews and Testimonials Rule say the review becomes a testimonial, and the exemption for hosting reviews no longer applies.

The same FTC page defines a testimonial as an advertising message that consumers are likely to believe reflects the opinions of a customer who has had experience with the business. It also warns that using only the positive reviews in marketing could be deceptive under the FTC Act. The page is staff guidance, not a safe harbor.

In practice: quote accurately, do not trim a review so it says something different, and do not claim that a handful of selected quotes represents all your customers.

## What the FTC rule bans

The rule has applied since 21 October 2024 (16 CFR Part 465). Reading the FTC's own questions and answers, the main points for a small business are:

- **No fake or false reviews or testimonials.** That includes writing them, creating them or buying them, and it includes AI-generated ones.
- **No incentive that depends on the sentiment.** You may offer an incentive for reviews, but not with an express or implied requirement that the review be positive (or negative). The page says offering a reward only for positive reviews, even implicitly, would conflict with the rule.
- **Insiders must be disclosed.** Employees, family or others with a relationship to you can post reviews if the relationship is clearly and conspicuously disclosed. A general request sent to all your customers is exempt, so staff who respond are not automatically your liability.
- **No review suppression by threats.** The rule also covers intimidation and unfounded legal threats to remove reviews. Public replies are fine.
- **No fake followers or other fake indicators of influence.**

Asking happy customers for reviews is not banned by the rule. The FTC notes that asking only satisfied customers could still raise problems under the broader FTC Act. A safer habit is to send the same request to everyone.

## UK: fake and hidden-incentive reviews

In the UK, the Digital Markets, Competition and Consumers Act 2024 bans fake reviews and concealed incentivised reviews, and commissioning them. It has applied since 6 April 2025, and the Competition and Markets Authority (CMA) published guidance (CMA208) on 4 April 2025. Law-firm summaries report that fines can reach 10% of global turnover. We cite those summaries and not the Act itself, so read the CMA guidance for the exact wording.

The same law-firm coverage reports that the CMA opened five investigations into review practices in summer 2026. For influencer or gifted-product posts, the UK regulators published new joint guidance in October 2026 (again per law-firm coverage, not the primary text).

Practical reading: if you gave something free in return for a review, say so. Do not post, or ask others to post, reviews that did not come from a real experience.

## Customer photos and permission

A photo a customer took, or a photo of a customer, raises two issues: who owns the picture, and whether the person in it agreed to appear in your marketing.

- **Ask first, every time.** Tagging you or using your hashtag is not the same as agreeing to be on your feed. Ask in writing so you have a record.
- **Say where and how you will use it.** Your own feed, ads, your website, a printed menu. Permission for one is not permission for all.
- **Credit the person** if they want it. Some people prefer to be anonymous.
- **Do not edit it into a different meaning.** Cropping for fit is fine. Adding a caption they would not say is not.
- **Children.** Do not post a child's image without a parent or guardian's clear agreement.
- **Keep the record.** Store the message, the date and the version you posted.

Instagram also applies rules around originality. Trade press reported on 30 April 2026 that accounts mostly posting others' content can lose recommendation eligibility. A customer photo now and then is fine. A feed built mostly from other people's pictures may not travel far.

## Staff and family reviews

Under the FTC page's guidance, a review from an employee or relative needs a clear and conspicuous disclosure of the relationship. A disclosure behind a link or hover is not enough. The simplest rule: do not post staff or family praise as if it were from a customer.

If a staff member did write a real review of their own experience, you can still decline to repost it, and you should never ask them for five-star reviews. The FTC sent warning letters in December 2025 over paying employees for five-star reviews from friends and family (per law-firm coverage).

## Replying to reviews, and a health-privacy pointer

BrightLocal's 2026 survey of 1,002 US adults found that 89% expect owners to respond to reviews, 81% expect an answer within a week, and 50% are unlikely to choose a business that uses templated replies. A short, human reply is part of the job.

> **Health and care businesses:** In the US, health providers covered by HIPAA must not confirm that a reviewer is a patient or share health details in a reply. The US Department of Health and Human Services announced a settlement with New Vision Dental in December 2022 over this. In Australia, the national health practitioner regulator Ahpra says testimonials about clinical aspects of care cannot be used in advertising a regulated health service, including on your own Facebook page. If this applies to you, ask your regulator before reposting anything.

Clinic-specific points sit in [Dental Clinic Social Media: What to Post and What to Avoid](https://keepsposted.buildverse.dev/blog/dental-clinic-social-media/). For AI tools that draft captions, never let one invent a review. See [AI Captions and Disclosure: What a Local Business Must Do](https://keepsposted.buildverse.dev/blog/ai-captions-disclosure-small-business/).

## Repost decision checklist

**Before you repost a review or photo**

- [ ] It is real, from a real customer, and about a real visit or purchase.
- [ ] I quote it accurately and in full, or clearly mark any cut.
- [ ] I have the person's permission, in writing, for this use.
- [ ] No one was rewarded in a way that depended on a positive review. If there was a reward, I have disclosed it where required.
- [ ] It is not from staff, family or a friend, or the relationship is disclosed clearly.
- [ ] It does not make a claim I cannot support (results, health, safety).
- [ ] My profession's regulator does not ban testimonials, or I have checked.
- [ ] I saved the permission and the version I posted.

## Consent messages to copy

**Message 1: asking to share a review**

Send this by direct message or email.

- **Message:** Hi [Name], thank you for the review you left on [Google / Facebook]. Would you be happy for us to share it on our Instagram and Facebook? We would post it as written, with your first name only. If you would rather we did not, no problem at all, just let us know.
- **Keep:** Their reply, the date and the exact text shared.

**Message 2: asking to repost a photo they tagged**

- **Message:** Hi [Name], we love the photo you shared of [what it shows]. May we share it on our Instagram and Facebook feed, with a credit to [@handle]? We would not edit it beyond cropping. Just reply yes if that is okay.
- **Keep:** The yes, the date and a copy of the post.

**Message 3: asking to photograph a customer at the shop**

- **Message:** May we take a photo of you with [your order / the finished work] to post on our social pages? It is entirely your choice, and you can ask us to remove it at any time.
- **Keep:** A note of the yes, or a signed form for anything regulated.

These are plain-language starting points. If you are in a regulated field or an area with strict consent law, have a professional adapt them.

## Frequently asked questions

### Can I repost a customer's Google review on Instagram?

Generally, with the customer's permission and accurate wording. Under the FTC's questions and answers, a reposted review becomes a testimonial, so the testimonial rules apply. Check your local rules.

### Can I give a discount for leaving a review?

The FTC says incentives are not banned but cannot depend on the review being positive. UK law requires incentives for reviews to be disclosed. If in doubt, offer the same thanks to everyone who leaves any review, or none.

### Can I use a customer's photo from a tag?

Ask first. A tag is not the same as permission to feature the photo on your page. Get the yes in writing and keep it.

## Sources

- [FTC: Consumer Reviews and Testimonials Rule, questions and answers](https://www.ftc.gov/business-guidance/resources/consumer-reviews-testimonials-rule-questions-answers) (checked 10 Nov 2026)
- [BrightLocal: Local Consumer Review Survey 2026](https://www.brightlocal.com/research/local-consumer-review-survey/) (checked 10 Nov 2026)
- [CMA: Fake reviews guidance (CMA208), April 2025](https://assets.publishing.service.gov.uk/media/67eeb64fe9c76fa33048c790/CMA208_-_Fake_reviews_guidance.pdf) (checked 10 Nov 2026 (PDF could not be read as text; points taken from the law-firm summary below))
- [CMS: The DMCC Act bans fake reviews (law-firm summary, secondary)](https://cms.law/en/int/legal-updates/no-more-faux-five-stars-the-dmcc-act-bans-fake-reviews) (checked Listed from research notes; not re-read on 10 Nov 2026)
- [DLA Piper: FTC warning letters (Dec 2025, secondary)](https://www.dlapiper.com/insights/publications/2025/12/ftc-warning-letters-ai-consumer-reviews) (checked Listed from research notes; not re-read on 10 Nov 2026)
- [HHS: settlement with New Vision Dental (14 Dec 2022)](https://www.hhs.gov/about/news/2022/12/14/hhs-civil-rights-office-enters-settlement-with-dental-practice-over-disclosures-of-patients-protected-health-information.html) (checked Listed from research notes; not re-read on 10 Nov 2026)
- [Ahpra: testimonial tool](https://www.ahpra.gov.au/resources/advertising-hub/resources-for-advertisers/testimonial-tool.aspx) (checked Listed from research notes (page dated 2021); not re-read on 10 Nov 2026)
- [PetaPixel: new Instagram policies target reposted content (30 Apr 2026, secondary)](https://petapixel.com/2026/04/30/new-instagram-policies-target-reposted-content/) (checked Listed from research notes; Meta wording not read)

## How this article was made

Written by the KeepsPosted editorial team, with AI assistance for drafting and a person reviewing each claim. The FTC points come from the regulator's own questions and answers, read on 10 November 2026. UK and other points rely on secondary summaries as noted. This is not legal advice.

## Structured data

```json
[
  {
    "@context": "https://schema.org",
    "@type": "Article",
    "mainEntityOfPage": {
      "@type": "WebPage",
      "@id": "https://keepsposted.buildverse.dev/blog/repost-customer-reviews-and-photos-rules/"
    },
    "headline": "Can You Repost Customer Reviews and Photos? The Rules",
    "description": "When a customer review or photo on your feed becomes a testimonial, what consent you need, and what the FTC and UK rules say. With wording you can copy.",
    "image": [
      "https://keepsposted.buildverse.dev/images/blog/repost-customer-reviews-and-photos-rules.webp"
    ],
    "datePublished": "2026-11-10",
    "dateModified": "2026-11-10",
    "articleSection": "Guides",
    "keywords": "Reviews, Testimonials, Consent, Compliance",
    "author": {
      "@type": "Organization",
      "name": "KeepsPosted",
      "url": "https://keepsposted.buildverse.dev"
    },
    "publisher": {
      "@type": "Organization",
      "@id": "https://keepsposted.buildverse.dev/#organization",
      "name": "KeepsPosted",
      "url": "https://keepsposted.buildverse.dev/",
      "logo": {
        "@type": "ImageObject",
        "url": "https://keepsposted.buildverse.dev/icon-512.png"
      },
      "parentOrganization": {
        "@type": "Organization",
        "name": "BuildVerse",
        "url": "https://buildverse.dev"
      }
    }
  },
  {
    "@context": "https://schema.org",
    "@type": "BreadcrumbList",
    "itemListElement": [
      {
        "@type": "ListItem",
        "position": 1,
        "name": "Home",
        "item": "https://keepsposted.buildverse.dev/"
      },
      {
        "@type": "ListItem",
        "position": 2,
        "name": "Blog",
        "item": "https://keepsposted.buildverse.dev/blog/"
      },
      {
        "@type": "ListItem",
        "position": 3,
        "name": "Can You Repost Customer Reviews and Photos? The Rules",
        "item": "https://keepsposted.buildverse.dev/blog/repost-customer-reviews-and-photos-rules/"
      }
    ]
  }
]
```