A Note on Using Media Logos: What UK Online Retailers Need to Know

Using logos – can you do it without getting into trouble?

After our recent post about sharing media coverage, a few people got in touch asking: what about using logos? Can you whack a BBC or Guardian badge on your homepage if they’ve featured you? Do you need permission? And what’s the worst that could happen if you just go ahead and do it?

Here’s the long and short of it: yes, technically you need permission to use a media outlet’s logo on your website. That’s the official line.

But—and it’s a big but—you’re probably going to be fine unless you’re a dick about it.

If you’re being truthful, respectful, and not misleading people, you’ll probably be fine. Media outlets understand that brands want to shout about being featured. But they do have the power to send cease-and-desist letters or take legal action if you overstep. And to be fair, that’s understandable.

For instance, there’s a big difference between:
– A modest line on your homepage that says “As featured by the BBC” with a link to the article; and
– Slapping a big glossy BBC logo in your site header, next to your own branding, making it look like the BBC is somehow endorsing your product.

That second one? Don’t do it.

And then there’s the issue of honesty.

The Ergoflex example is a classic cautionary tale. They got into hot water with the UK Advertising Standards Authority (ASA) for claiming coverage that didn’t quite stack up. They had logos and phrases like “As seen on TV” all over the site—but it turned out the coverage was mostly advertorials or product placements, not genuine editorial mentions. The ASA ruled against them. The only claim that passed muster was a legitimate editorial feature in House Beautiful. The rest? Pulled for being misleading.

So yeah, media organisations don’t mind you celebrating coverage—but they do mind being misrepresented.

Here’s where UK law stands on using logos (and a quick disclaimer: I’m not a lawyer, but I’ve done my damndest to get this right – as always, happy to be corrected):

– UK trademark law does permit the use of another party’s trademark (like a media logo) if it’s descriptive and not misleading, and doesn’t suggest endorsement or a commercial connection.
– But it doesn’t give you free rein, even if the mention is totally legit.
– The key test is how the average consumer perceives it. If it looks like the media outlet is endorsing or affiliated with your brand, you could be in breach of trademark law, the CAP Code, or be guilty of passing off.
– The ASA has made it clear: claims like “As seen in…” or the use of logos are only okay when they reflect genuine, editorial coverage.

THE KIND THAT GOOD PR GETS YOU – NOT PLACEMENTS YOU PAY FOR.

So what’s the smart move?
– Be honest.
– Use plain-text mentions if you’re unsure.
– Link to the article.
– Keep logos small, low-key, and away from your core branding.
– And if you want to go big with a logo, consider asking permission first. Some outlets will say yes. Others might charge. But at least you’re covered.

Using media logos can be a brilliant way to build trust—but only if you do it right. Don’t over-egg the pudding. Don’t claim stuff you can’t back up. And if you’re not sure what’s fair game, feel free to drop me a line. Happy to talk it through.

If you want genuine, high quality editorial features for your brand. Alongside high authority backlinks and capability to be found by AI search, please get in touch. Let’s have a chat. I’d love to show you what we can do. Please click here to book a chat.