Assure or Ensure?

Do you know whether to choose assure or ensure? Here we discuss the key difference. 


Assure is a verb that means to give someone confidence or make them feel certain. It is used when someone guarantees or promises something to another person.

Examples of Assure

  • I assure you (i.e. promise you) that everything will be fine.
  • The doctor assured me that the treatment would be effective.
  • He assured his parents that he would study hard.
  • The company assured its customers of a full refund.
  • She assured him that she would be on time.


Ensure is also a verb that means to make certain or guarantee something. It is used to express the action taken to ensure that something happens or to prevent something undesirable.

Examples of Ensure

  • Please ensure (i.e. make certain) that all the doors are locked.
  • The safety measures are in place to ensure a secure environment.
  • We need to ensure that the project is completed on time.
  • The insurance policy ensures financial protection.
  • The regulations ensure fair competition.

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