Guarantee
1 min read · Reviewed 17 Oct 2026
In short
What you promise to do if the buyer is not satisfied.
In plain English
A stated commitment — a refund window, a rework, a swap — written plainly enough that a buyer knows exactly what they can claim and when.
A guarantee with conditions nobody can find is not a guarantee; it is a phrase.
A real example
"Satisfaction guaranteed" tells a buyer nothing about what happens next. "If the first session isn't useful, email me within seven days and I'll refund it in full — no form to fill in" tells them exactly what to do, and can be honoured or breached.
Why it matters
In the UK, consumer contract rules already give buyers cancellation rights on many online purchases, so part of what you write may be restating an obligation you already have. Whatever you offer, write it yourself and check it against your terms page — this is one place never to let a model fill the gap, because a plausible invented guarantee published on your own site is one you may have to honour.
