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1. Introduction

2. Rules applicable to all Yell Advertising

2.1 Legal

2.1.1 Professional Services Classifications

2.1.1.1 Solicitors

2.1.2 Advertisements Offering Credit
2.1.3 Tobacco Advertising & Promotions Act 2002
2.1.4 Gambling Act 2005

2.1.4.1 General
2.1.4.2 CAP Code Rules

2.2. Decent
2.3. Honest & Truthful

2.3.1 Fair Competition
2.3.2 Health & Beauty

2.3.2.1 Health
2.3.2.2 Beauty

3. Rules applicable to Yellow Pages and Business Pages Advertising

3.1 Positioning of Advertisements
3.2 Address
3.3 Telephone Number
3.4 Classification of Advertisements
3.5 Directory Format
3.6 Coupons
3.7 Foreign Language Advertisements

4. Rules applicable to Yell.com Advertising

4.1 Name
4.2 Address
4.3 Telephone Number
4.4 Classification of Advertisements
4.5 Decency
4.6 Banner Advertisments
4.7 Competitor Advertising
4.8 Positioning of Yell.com Advertisements
4.9 Foreign Language Advertisements
4.10 Composite Advertisements/Branches
4.11 Intermediaries
4.12 Advertisement Content

5. Rules applicable to 118 24 7 Advertising

5.1 Name
5.2 Address
5.3 Telephone Number
5.4 Classification of Advertisements
5.5 Number of Advertisements per Classification
5.6 Foreign Language Advertisements