Approve vs. Endorse – Which is Correct?

While both approve and endorse are correct verbs in American English, they carry distinct meanings. Approve signifies formal acceptance, sanction, or permission, often implying authority. Endorse, on the other hand, means to publicly support, recommend, or give one’s backing to something or someone, typically without granting formal permission.

Approve or Endorse – Which is Correct?

Both “approve” and “endorse” are grammatically correct words, each with its own precise usage. The distinction lies in the nature of the action they describe. Approve implies a formal decision, often from a position of authority, granting permission or confirming validity. Think of a board of directors approving a budget or a manager approving a leave request. It’s about official sanction.

Endorse, conversely, means to express public support or recommendation for something or someone. This often involves lending one’s credibility or reputation to a cause, product, or candidate. A celebrity might endorse a brand, or an organization might endorse a political candidate. It’s about advocacy and public backing.

The Best Trick to Remember the Difference

To remember the difference, think of the core action: Approve = Permission and Endorse = Public Support. If a higher authority is giving official permission or sanction, use “approve.” If someone is publicly backing or recommending something, use “endorse.” You can’t endorse a building permit, nor can you approve a candidate for president (in the sense of publicly supporting them without official power).

Word	Part of Speech	Meaning	Example
Approve	Verb	To officially agree to or sanction something; to give permission.	The committee will approve the new policy next week.
Endorse	Verb	To declare one’s public approval or support of; to recommend.	The celebrity agreed to endorse the new eco-friendly product.

How to Use Approve

The verb “approve” means to give formal consent, sanction, or agreement to something. It often implies a decision-making process where a proposal, plan, or request is reviewed and then either accepted or rejected. The tone can range from official and formal (e.g., a government body approving legislation) to more casual but still denoting permission (e.g., a parent approving a child’s choice). When something is approved, it gains legitimacy or the green light to proceed.

Example 1: The city council voted unanimously to approve the construction of the new community center.

Example 2: My manager needs to approve my expense report before I can be reimbursed.

Example 3: Do you approve of my decision to pursue a career in environmental science?

What are the different forms of Approve?

“Approve” is a regular verb. Its forms are:

• Base form: approve
• Past Simple: approved
• Past Participle: approved
• Present Participle/Gerund: approving
• Third-person singular present: approves

Etymology of the word Approve

The word “approve” comes from the Old French aprover, meaning “to approve, sanction, commend,” which itself is derived from the Latin approbare, meaning “to assent to as good, to commend, approve.” This Latin root combines ad- (to) and probare (to test, to try, to find good).

How to Use Endorse

The verb “endorse” means to express public support or approval for someone or something. It often involves lending one’s name, reputation, or influence to advocate for a product, cause, candidate, or idea. Unlike “approve,” which implies formal permission, “endorse” focuses on public backing and recommendation. The tone is typically positive and can range from formal (e.g., a political party endorsing a candidate) to informal (e.g., a friend endorsing a restaurant).

Example 1: Many environmental groups endorse the new bill aimed at reducing plastic waste.

Example 2: The former president refused to endorse either candidate in the upcoming election.

Example 3: I can honestly endorse this textbook; it’s the best resource I’ve found on the subject.

What are the different forms of Endorse?

“Endorse” is a regular verb. Its forms are:

• Base form: endorse
• Past Simple: endorsed
• Past Participle: endorsed
• Present Participle/Gerund: endorsing
• Third-person singular present: endorses

Etymology of the word Endorse

The word “endorse” originates from the Old French endorser, meaning “to put on the back of,” specifically referring to writing on the back of a document, such as a check or a legal paper. This comes from Latin in- (on) + dorsum (back). Over time, it evolved to mean signing a check to transfer it, and then metaphorically, to “back” or support something.

Related Concepts

Understanding these related concepts can further clarify the distinct roles of “approve” and “endorse” in communication.

• Verbs of Agreement: Both “approve” and “endorse” fall under verbs that express agreement or positive reception, but they differ in the nature of that agreement. “Approve” is about official consent, while “endorse” is about public support.
• Formal vs. Informal Language: While both can appear in formal contexts, “approve” often carries a stronger sense of institutional authority. “Endorse” can be formal (e.g., a political endorsement) or informal (e.g., endorsing a friend’s idea), but always implies public support.

Examples from Media and Literature

• In a news report: “The board of directors is expected to approve the merger in its quarterly meeting this afternoon.”
• From a political speech: “We must unite and endorse the candidate who truly represents the people’s will.”
• In a review: “Many critics endorse the film for its innovative storytelling and powerful performances.”
• From a legal document: “The court must approve the settlement before it can be finalized.”
• In a personal recommendation: “I wholeheartedly endorse her for the leadership position; she’s incredibly capable.”

Practice Exercises

Choose the correct word to complete the sentence.

1. The principal had to __________ the field trip permission slips before the students could leave.
2. Several prominent athletes have agreed to __________ the new line of athletic wear.
3. Does your company __________ employees working remotely full-time?
4. The consumer advocacy group refused to __________ the product, citing safety concerns.
5. The architect submitted the revised plans, hoping the committee would finally __________ them.

Answer Key

1. approve
2. endorse
3. approve
4. endorse
5. approve

Approve Synonyms

Synonym	Definition
Sanction	To give official permission or approval for an action.
Authorize	To give official permission for or to give power to.
Consent	To give permission for something to happen.
Ratify	To sign or give formal consent to (a treaty, contract, or agreement), making it officially valid.
Okay	(Informal) To give approval to.

Endorse Synonyms

Synonym	Definition
Support	To give approval, comfort, or encouragement to.
Advocate	To publicly recommend or support.
Recommend	To put forward (someone or something) with approval as being suitable for a particular purpose or role.
Back	To give financial, material, or moral support to.
Vouch for	To assert or confirm as a result of one’s own experience that something is true or accurate.

Frequently Asked Questions

Question 1: Can I use “approve” when I mean to recommend a product?
No, “approve” is generally not used for recommending a product. While you might approve of a product’s quality, using “endorse” is more appropriate when you’re publicly recommending it or giving it your backing. “Approve” implies formal permission or agreement, not a public recommendation.

Question 2: Is “endorse” always about public support?
Yes, “endorse” inherently carries the connotation of public support or recommendation. Even if it’s within a smaller group, the act of endorsing means lending your credibility or voice to back something. It contrasts with a private or internal agreement.

Question 3: What’s the main difference in a business context?
In a business context, “approve” typically refers to official sign-offs, budget approvals, or policy acceptances by management or a board. “Endorse” refers to promoting a product, service, or business publicly, often through marketing, testimonials, or partnerships. A CEO might approve a marketing budget, but they would endorse the company’s new product line.

Conclusion

Understanding the subtle yet significant differences between “approve” and “endorse” is key to precise communication. While “approve” denotes formal consent, permission, or agreement, often from a position of authority, “endorse” signifies public support, recommendation, or backing. Both are valid and correct verbs, but their contexts are distinct. Using the right word ensures your message is clear and accurately reflects the action being described.

Pro Tip: In professional communication, precision with words like “approve” and “endorse” can significantly impact clarity and avoid misunderstandings. Always consider whether you are granting permission or offering public support before choosing your verb.