Lesson 2 of 7
Rules you must not break: endorsements, AI labels, privacy
Reviews, endorsements, AI labels and privacy, made simple
The idea
Almost every marketing rule comes down to two things: don't mislead people, and don't use anyone's name, face or words without asking. Here are the rules a small business meets most, as of October 2026.
Reviews and testimonials
Real customers, real experience. Never bought, faked or hidden
Paid posts
Paid or gifted? Say so at the start
AI content
Label realistic AI-made people and scenes where apps ask
Faces and voices
Written permission before you use anyone's face or voice
Email
Permission to send, and a way to stop in every message
Customer data
Collect only what you need, say why, keep it safe
Claims
Risky
- “Guaranteed results”
- “The best in town” with nothing to back it up
- A price that hides extra fees
Safe
- What you can show, with the proof nearby
- Comparisons you can prove
- The full price, up front
Sort it
1 of 6
Fine, or does it break a rule?
“A creator's gifted product, posted with “Ad” at the start”
Today, with AI
AI made it easy to fake a review, a face or a voice. Lawmakers and apps moved fast: fake testimonials are banned, and AI content gets labelled.
The rules differ between countries and keep changing. Check the ones where you sell once a year.
What AI does well
Checking drafts against your never-say list, and spotting claims that need proof.
Where it goes wrong
It doesn't know the law where you sell, and it will write a testimonial if asked. Never ask.
What stays yours
Knowing the rules where you sell, and saying no.
Check yourself
Do it in the studio
Checklist
0 of 6
Your rules check
- 01
Tick the rules check above for your business.
free - 02
Write the claims you never make in In your own words → Always say, never say. The team won't make them either.
free - 03
Check new drafts in To approve against the same list.
free
Done when Your never-say list is in the studio, and every item on the rules check holds for your business.
Go deeper
University courses on the same topic, if you want to go further.
Bocconi
Legal issues in marketing (MSc Marketing Management)The legal limits on making, promoting and selling
HEC Paris
From Algorithms to Ethics: Managing AI Responsibly (MBA)Using AI responsibly at work