How to Scale with Testimonials: Avoiding the UGC Trap

Every agency loves User-Generated Content (UGC) because it drives massive conversion. But the moment a customer in a testimonial makes an absolute claim (e.g., “I lost 25 lbs!” or “This cured my back pain”), your client’s ad account is at high risk of being shut down for violating the Unrealistic Claims policy.

The secret is to use compliant copy surrounding the testimonial that validates the method and manages the expectation.

Step 1: Filter the Testimonial Copy

You need to select testimonials that focus on feelings and routines rather than measurements and cures.

Non-Compliant (High Risk)

Customer: "This supplement finally CURED my bloating. I have a flat stomach for the first time in years."

The Problem: The word "CURED" is a massive red flag. It implies the treatment of a disease (a policy violation).

Compliant & High-Converting (Safe Copy)

Customer: "I noticed a huge difference in my daily comfort. My stomach feels settled, and I finally got rid of that heavy, tired feeling."

The Fix: The copy focuses on feelings ("comfortable," "settled") which is safer than making an aggressive, measurable claim.

Step 2: Use the "A/B Disclaimer" Strategy

Since testimonials often live on the landing page, not the ad itself, you need copy on that page that clearly protects the brand.

The Standard Disclaimer (Always Mandatory)

Results may vary. This is not intended to treat or cure any condition.

The High-Converting Disclaimer (The Specialist's Touch)

Place this copy directly beneath the headline of your UGC-heavy landing page. This is the copy that manages expectation while boosting desire.

Copy Text:

Real People. Real Results. While these testimonials show genuine results, remember that your personal outcomes may vary based on diet, lifestyle, and consistency. We believe in providing the most transparent claims possible.

The Strategy: This disarming, transparent language builds trust with the skeptic while protecting the brand from the claim made by the customer's testimonial.

Need Compliance-Proof Copy That Converts?

Protect your client's accounts from the risk of UGC shutdowns. I specialise in writing copy that passes policy review on the first submission and keeps high-volume campaigns profitable.

Click here to view our Agency Packages and secure your compliance specialist.