Advice for small businesses

Oct 23rd '23

The starting point for businesses looking to get their ads right first time.


Who do the UK ad rules apply to?

The UK advertising rules (known as the Committee of Advertising Practice ‘(CAP) Code’ and ‘Broadcast Committee of Advertising Practice (BCAP) Code), apply to businesses based in the UK and everyone who markets or advertises their business in ‘UK media’, from a sole trader right through to a global conglomerate.


These rules help ensure consumers are treated fairly, and that businesses benefit from a level playing field.


What you need to know… 


  • Never mislead

Your ads must not mislead your customers by leaving out important information that might affect their decision to buy from you, use your services, or seek further information.


  • Evidence required

You must have evidence to back up any claims you make. If you can’t prove it, you probably shouldn’t say it.


  • The price is right

Advertised prices must relate to the specific product shown, and need to include all other costs, taxes, and charges that aren’t optional. Additional costs, such as delivery, also need to be made clear.


  • Testimonials

If using a testimonial or endorsement, you must have evidence that it is genuine, and hold contact details for the person or organisation who gave it, along with their permission for it to be used in marketing materials.


  • Is it really free?

You must not describe a product as “free”, “without charge” or similar if the customer has to pay you anything for that product other than an (uninflated) postage cost.


  • When will it end?

If you are running a promotion or offer, you must include the end date for the offer, and all the other significant conditions up front.


Source: Advertising Standards Authority (ASA)


Need A Regulatory Marketing Compliance Consultant? A Bit More About Us


About us

LS Consultancy are experts in Marketing and Compliance. We provide a cost-effective and timely bespoke copy advice and copy development services to make sure all your advertising and campaigns are compliant, clear and suitable for their purpose.


We also work with a range of firms to assist with improving their documents, processes and systems to mitigate risk.


Our range of innovative solutions can be tailored to suit your unique requirements, no matter whether you’re currently working from home, or are continuing to go into the office. Our services can be deployed individually or combined to form a broader solution to release your energies and focus on your clients.


Contact us today for a chat or send us an email to find out how we can support you in meeting your current and future challenges with confidence.


Explore our full range today.


Contact us


Why Not Download our FREE Brochures! Click here.


Call Us Today on 020 8087 2377 or send us an email.



Connect with us via social media and drop us a message from there. We’d love to hear from you and discuss how we can help.


Facebook | Instagram | LinkedIn | X (formally Twitter) | YouTube


Contact us