Income Claim Disclaimer, Examples and Templates for UK Marketers
If your marketing copy contains income or earnings claims, you need a disclaimer. Here are compliant templates for UK, EU, US and Australian regulations with plain English guidance.
Why You Need an Earnings Disclaimer
If your marketing copy contains any claim, direct or implied, that a person can earn money, generate income, or achieve financial results from your product or service, you need a disclaimer.
Without one, you are in breach of:
- •FTC guidelines (US) on income representations
- •ASA CAP Code (UK) on testimonials and results claims
- •CMA guidance (UK) on misleading commercial practices
- •ACCC rules (Australia) on earnings representations
- •CASL/Competition Bureau (Canada) on misleading advertising
The disclaimer does not make a false claim legal. But it is a required element of any legally compliant income claim.
The Standard Disclaimer, Use This as a Starting Point
"Results are not typical. Individual results will vary based on effort, experience, market conditions and other factors. The income figures shown represent exceptional results achieved by a small number of customers and are not intended as a representation of what you will earn. Past results are not indicative of future performance."
Variants by Jurisdiction
UK (ASA / CMA)
"The results shown are not typical. Our customers report a wide range of results. Factors including your prior experience, effort, market conditions and business decisions will significantly affect your results. We cannot guarantee any specific outcome."
EU (UCPD)
"Individual results vary significantly. The outcomes shown are achieved by customers who have applied the programme consistently over time and who had prior relevant experience. These results are not typical and should not be taken as a representation of what you will achieve."
US (FTC)
"Results not typical. Individual results will vary. Many people who purchase online business programmes never earn any money at all. The income examples shown are exceptional results and are not what you should expect to achieve."
The FTC requires that if you show a testimonial with above-average results, you also disclose what typical customers earn. If most customers earn nothing, you must say so.
Australia (ACCC)
"The results shown are not representative of the typical customer experience. Results depend on individual effort, experience, and market conditions. Please read our full Income Disclosure Statement before purchasing."
Where to Put the Disclaimer
- •On the sales page, prominently, near the income claims, not buried in the footer
- •On the order page, visible before the customer pays
- •In any email containing income claims
- •In video content, as an on-screen text overlay or spoken disclosure
The ASA and FTC are both explicit: a disclaimer in small print that contradicts a bold headline claim does not make the headline legal.
What the Disclaimer Cannot Do
A disclaimer cannot save a claim that is factually false. If your copy says "earn £10,000 per month" and typical customers earn nothing, no disclaimer makes that headline legal.
The disclaimer accompanies a substantiated claim, it does not replace substantiation.
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