Customer testimonials have long been used as a legitimate, and in many cases effective, marketing tool. But have you ever read a testimonial and wondered whether it was real or fake? More importantly, with the rise of social media and customers being able to post comments and testimonials on anything from Facebook to YouTube, how can you be certain that the comment is real? The concept of 'misleading and deceptive' statements on social media is becoming a significant issue and cases brought before the Courts as recently as February 2013 are highlighting this. The ACCC has also made a statement recently that it is prioritising work in the areas of credence claims and fake testimonials.