Client and partner logos: Crawl Audit check 122

Short answer: a row of client or partner logos tells visitors who already works with you. It only helps if it's true. Check 122 is informational and always passes: it notes whether a logo section exists, because a logo bar is optional.

What Crawl Audit checks

• Pass: an element whose class name contains "logo", "partner", "client" or "brands".
• Pass: none, with a note that it's optional social proof.

Any element with "logo" in its class passes, including your own site logo, so read the result as "noted", not "checked".

What the rules say

No UK rule mentions logo bars by name, but the general rules apply to them:

• The UK advertising code (CAP 3.1): "Marketing communications must not materially mislead or be likely to do so."
• CAP 3.52 and the Digital Markets, Competition and Consumers Act 2024 (Schedule 20) ban falsely claiming that you or your product has been "approved, endorsed or authorised" by another body.
• CAP 3.50: "Marketing communications must not feature a testimonial without permission".

So a logo should mean what a visitor will assume it means: a real, current client or partner, shown with their permission.

Doing it properly

• Ask before using a client's logo, and keep the yes in writing.
• Label the row honestly: "Clients", "Partners", "As featured in". Don't mix them.
• Remove logos when the relationship ends, or label them as past work.
• A short case study per logo (check 125) is stronger than a long row of names.

This is a summary, not legal advice.

Sources

• ASA, CAP Code section 3 and Testimonials and endorsements, checked 6 October 2026.
• legislation.gov.uk, Digital Markets, Competition and Consumers Act 2024, Schedule 20.