If you run a small business, you’re probably already managing a lot of risk - customer expectations, payment issues, supplier delays, online reviews, and the occasional “Can you just…” request that turns into a dispute later.
A good disclaimer won’t magically remove all risk, but it can help you set clear boundaries around what you do (and don’t) promise. Done well, it reduces misunderstandings, supports your contracts and policies, and can even help you respond to complaints more confidently.
In this guide, we’ll walk through what a disclaimer is, where you should use one, and provide practical disclaimer examples you can adapt for your website, marketing materials and client documents.
Keep in mind: disclaimers work best when they match your actual business practices and sit alongside the right legal documents - like terms and conditions, customer contracts and privacy policies.
Important note: This article is general information only and is not legal advice. If you need advice for your specific situation, you should speak with a lawyer.
What Is A Disclaimer (And What Can It Actually Do For Your Business)?
A disclaimer is a statement that clarifies limits - for example, limits on your responsibility, what information means, what results you’re not promising, or how someone can use your content.
In simple terms, disclaimers help you:
- Manage expectations (so customers don’t assume you’re guaranteeing something you’re not).
- Reduce disputes by making your position clear upfront.
- Support your other legal documents (like your customer contract or online terms).
- Protect your brand by explaining what people can and can’t do with your content and materials.
But it’s also important to understand what a disclaimer can’t do.
What A Disclaimer Can’t Do (Even If You Put It In Bold)
A disclaimer is not a free pass to ignore Australian law. If you sell goods or services in Australia, the Australian Consumer Law (ACL) applies, and many consumer guarantees can’t be excluded.
For example, you generally can’t rely on a disclaimer to:
- avoid providing refunds, repairs or replacements when required under the ACL
- exclude liability for unacceptable goods or services
- justify misleading advertising (even accidentally)
- override what you’ve promised in your contract or sales process
This is why the best approach is to treat disclaimers as part of a bigger legal foundation, not a substitute for one. If you’re publishing a disclaimer on your site, it’s often worth pairing it with a proper Website Terms and Conditions and (where relevant) a Privacy Policy.
Where Should You Use Disclaimers In Your Business?
Many business owners only think about disclaimers for websites - but in practice, disclaimers often show up across your whole customer journey.
Common places to use disclaimers include:
- Your website (footer, checkout pages, blogs, product pages, lead forms)
- Online stores and booking flows (around pricing, availability, shipping timeframes, results)
- Marketing materials (social ads, flyers, brochures, landing pages, PDFs)
- Proposals and quotes (scope assumptions, timeframes, third-party costs)
- Contracts and statements of work (service limitations, exclusions, reliance clauses)
- Email footers (confidentiality, intended recipient, security disclaimers where relevant)
If you’re not sure where to start, focus on the areas where customers make decisions based on what you publish (pricing, outcomes, claims, timelines, “before and after” results, and anything that sounds like a guarantee).
Disclaimer Example Wording For Websites, Contracts And Marketing
Below are practical examples you can use as a starting point. These are written for Australian small businesses, but they still need to be tailored to your industry, your risk profile, and what you actually do.
We’ll include a mix of general disclaimer example wording and more specific legal disclaimer examples depending on the use case.
If you publish blogs, guides, FAQs, or educational content, you’ll usually want a general information disclaimer so readers don’t treat your content as personalised advice.
Disclaimer example:
The information on this website is provided for general information purposes only. It is not intended to be a substitute for professional advice. While we take reasonable care to ensure the content is current and accurate, we make no representations or warranties about its completeness, reliability or suitability for your specific circumstances.
You should obtain independent advice before making any decision based on this information.
This works particularly well for service businesses (consultants, coaches, agencies, educators, allied health businesses, trades and professional services) where content could be relied on by someone who isn’t your client.
2) “No Guarantees / No Results Promised” Disclaimer Example (Marketing And Services)
If you sell a service that involves performance, outcomes or growth (for example, marketing, fitness, business coaching, SEO, mentoring, consulting), it’s common to include a “no guaranteed results” disclaimer.
Disclaimer example:
Any examples of results, performance figures or outcomes described in our marketing materials are provided for illustrative purposes only. Results vary depending on individual circumstances and factors outside our control, and we do not guarantee any particular outcome.
Be careful here: disclaimers won’t fix marketing that is misleading or too absolute. If your advertising uses words like “guaranteed”, “instant”, “risk-free”, or “will”, you should double-check the claim is accurate and can be backed up. Misleading claims can trigger serious issues under the ACL and general consumer protection rules - including for small businesses.
If you want to pressure-test your messaging, it can help to review your statements against common risk areas in misleading or deceptive conduct.
3) Pricing And Availability Disclaimer Example (Ecommerce And Bookings)
If you display prices online, run promotions, or accept online bookings, you may need a disclaimer around pricing errors, stock availability, or promotion terms.
Disclaimer example:
All prices are displayed in AUD and are subject to change without notice. We take reasonable care to ensure pricing and product information is accurate; however, if an error occurs, we may need to correct the information and (where permitted by law) cancel the affected order and refund any amounts paid.
Product availability is subject to change and may vary from what is displayed on our website.
This disclaimer is often paired with your online store terms (returns process, shipping timeframes, payment terms, cancellations). If you run an online shop or online bookings, your Website Terms and Conditions should do most of the heavy lifting, with the disclaimer supporting it in key places (like product pages or checkout).
If you link to suppliers, partners, podcasts, tools, affiliates, or external resources, a third-party links disclaimer can help clarify you’re not responsible for those websites or their content.
Disclaimer example:
Our website may contain links to third-party websites. These links are provided for convenience only. We do not control and are not responsible for the content, accuracy or availability of third-party sites, and we do not endorse them unless expressly stated.
If you’re also using affiliate links or receiving benefits, you should add a transparency statement (for example, “We may receive a commission…”) so your audience isn’t misled.
5) Testimonials And Reviews Disclaimer Example
Testimonials are powerful. They’re also an area where businesses can accidentally overpromise, especially if you present a testimonial as typical, guaranteed, or universally achievable.
Disclaimer example:
Testimonials and reviews reflect individual experiences and opinions. They may not be representative of all customers. We do not guarantee that all customers will achieve the same results.
Tip: If you edit testimonials, use “before and after” images, or summarise results, make sure you’re not changing the meaning in a way that could be misleading.
6) Professional Advice Disclaimer Example (Health, Wellness, Finance, Legal-Adjacent Services)
If you operate in a space where advice could impact health, safety or financial decisions, your disclaimer usually needs to be more direct.
Legal disclaimer example:
Any information provided by us (including on our website, social media, emails or sessions) is general in nature and does not take into account your personal circumstances. It is not medical/financial/legal advice. You should consult a qualified professional before acting on any information or recommendations.
The key is accuracy. Don’t call something “general information only” if your business is actually providing personalised advice that customers rely on - instead, your contract should clearly describe what you’re providing and what you’re not.
7) Email Disclaimer Example (Confidentiality And Intended Recipient)
Many businesses use an email footer disclaimer to deal with misdirected emails and confidentiality.
Disclaimer example:
This email (including any attachments) is confidential and intended only for the recipient. If you are not the intended recipient, please notify the sender immediately and delete it from your system. Any unauthorised use, disclosure or copying is prohibited.
If you want something tailored to your team’s communications, an Email Disclaimer can be drafted to match your business and internal processes.
How To Write Disclaimers That Actually Help (Not Just Fill Space)
A disclaimer is only useful if it’s clear, visible, and consistent with how your business operates.
Here’s a simple process you can follow.
Step 1: Identify Your Highest-Risk Claims
Look at your website and marketing materials and highlight anything that sounds like a promise. Common examples include:
- “Guaranteed results”
- “Same-day delivery”
- “Best price”
- “Unlimited revisions”
- “Fixed price” (when it’s actually an estimate)
- “Suitable for everyone”
If you still want to use these claims, your disclaimer may need to explain the assumptions and exceptions (and your contract should support that too).
Step 2: Decide What Your Disclaimer Needs To Cover
Most disclaimers fall into a few buckets:
- Information disclaimers (your content is general, not advice)
- Results disclaimers (no guarantee of outcomes)
- Liability disclaimers (limits on responsibility, where legally allowed)
- Third-party disclaimers (external links, platforms, vendors)
- Timing disclaimers (delivery/availability timeframes are estimates)
Try to avoid writing one “mega disclaimer” that covers everything vaguely. A few targeted disclaimers in the right places can be easier for customers to understand (and easier for you to enforce consistently).
Step 3: Make Sure Your Disclaimer Matches Your Contracts
If your disclaimer says “We don’t guarantee outcomes” but your customer contract says “You will achieve X result”, you’ve created a conflict - and disputes love conflicts.
For service-based businesses, a strong customer contract is usually the main document that sets expectations, with the disclaimer acting as support on your website or in marketing.
For online businesses, your legal foundation often includes:
- Website Terms and Conditions (rules for using your site, purchases, cancellations, limitations, etc.)
- Privacy Policy (how you collect, store and use personal information)
- Disclaimer (supporting statements about reliance, accuracy, outcomes, third parties, and more)
Step 4: Put It Where Customers Will Actually See It
Disclaimers work best when they appear close to the relevant claim.
For example:
- If you have “Before & After” results on an ad, put the disclaimer in the caption or on the landing page near the results.
- If you quote a delivery timeframe, put the disclaimer near shipping options or in the checkout flow.
- If you publish an educational blog, put the general information disclaimer on that page (not only in the footer).
A footer disclaimer is still useful, but it shouldn’t be the only place your key disclaimers live.
Common Disclaimer Mistakes Small Businesses Make (And How To Avoid Them)
Most disclaimer issues aren’t caused by bad intentions - they’re caused by copy-and-paste templates that don’t match the business.
Using Disclaimers To “Contract Out” Of The ACL
Some businesses try to use disclaimers to avoid refunds, returns, or liability for defective goods/services.
This is risky. The ACL includes consumer guarantees that often can’t be excluded, and a disclaimer won’t override that.
If you sell to consumers (and many small businesses do), your terms should be drafted with consumer law in mind, including how you handle refunds and warranties.
Writing Something So Broad It Becomes Meaningless
A disclaimer that says “We are not responsible for anything” is unlikely to help you in a real dispute, especially if you’re clearly responsible for parts of the customer experience.
The best disclaimers are specific and reasonable - they explain what you’re responsible for, what you’re not, and what assumptions apply.
Putting Disclaimers In The Wrong Place
If the only disclaimer is buried on page 12 of a PDF, or hidden in a footer nobody reads, it’s less likely to be effective.
Make it visible at the time the customer is making a decision.
Not Updating Disclaimers As Your Business Changes
Disclaimers should evolve with your business.
If you introduce subscriptions, change delivery methods, add health-related content, launch an app, or expand into a new service line, your disclaimers and terms should be reviewed so they’re still accurate.
Key Takeaways
- A well-written disclaimer helps set expectations and reduce disputes, but it won’t override Australian Consumer Law or fix misleading advertising.
- You can use a disclaimer across your website, marketing materials, quotes and contracts - wherever customers might rely on what you say.
- A strong disclaimer example is clear, specific, and placed close to the claim it relates to (not hidden away).
- Common disclaimer types include general information disclaimers, “no guaranteed results” disclaimers, pricing/availability disclaimers, third-party link disclaimers, and testimonial disclaimers.
- Disclaimers work best when they align with your legal documents, like your Website Terms and Conditions and Privacy Policy.
- If you’re relying on a copy-and-paste legal disclaimer example, it’s worth checking whether it actually matches your business model, industry and risk points.
If you’d like help putting the right disclaimers and website legal documents in place for your business, reach out to Sprintlaw at 1800 730 617 or team@sprintlaw.com.au for a free, no-obligations chat.
