Ad policies

At Yell like most media owners, we have a number of policies relating to the acceptability of advertising material. This is Yell's overarching policy and is based on the British Code of Advertising, Sales Promotion and Direct Marketing Practice (together the "CAP Code"). There are primarily 3 areas:-

By following these principles we aim to:

• create fair and transparent rules that can be followed by all of our customers;
• protect the interests and reasonable expectations of the user communities of our products;
• demonstrate our support for the codes and guidelines set out in the CAP Code;
• meet the obligations imposed both on ourselves (as publisher) and upon you (as our Advertisers) under law and regulation in the United Kingdom; and
• underscore the product values we have for each of our products.

It is the advertiser's responsibility to ensure that all advertisement content complies with the law and relevant regulations including The British Code of Advertising, Sales Promotion and Direct Marketing Practice.

Useful information concerning the CAP Code can be found at www.cap.org.uk. If you are unsure about your advertisement free confidential pre-publication advice is available from The Committee of Advertising Practice Copy Advice team. The CAP Copy advice team can be contacted via email on copyadvice@cap.org.uk (but they will not give legal advice)

• The positioning name must appear in the advertisement in addition to any other name. It should appear in a font size no less than 6 point and must be legible.
• Advertisements will be ordered within classifications alphabetically followed by numerics.
• Positioning name will be based on the first 6 alpha characters, where the name begins with a letter. Where the name begins with a number it will be based on the first numeric character only.
• Punctuation and spaces included as part of the positioning name will be ignored.
• Where advertisements "tie" on positioning name they will be randomised.
• Positioning of advertisements is not guaranteed and final position is arranged at Yell's sole discretion to optimise directory layout and paper usage.
• Where the positioning name consists of an initial, first name, surname or "The" eg.
  
  
  • John Acre
  • J. Acre
  • J. Acre Landscaping
  • The Red Cow
  It can be positioned under any of the below:-
  
  
  • Initial
  • First Name
  • Surname
  • The
  • First word after "The"

• Comparisons can only be made between products or services of the same or similar type.

  X We have the largest and best stock of carpets and flooring in the South East
  X We are the cheapest wholesaler in England!
  v Very competitive prices! We will match the cost of branded products if you find the same model cheaper in another store
  v We are one of the leading suppliers in the south east (if supported by independent statistics)
  

• Comparative advertising should not directly or by implication question the quality, integrity or reputation of other businesses or their products.

  X Don't trust the cowboys come to us instead!
  X Why use the sharks when you can get a truly reliable service with us?!
  v We have built an excellent reputation as a caring family business in Torquay
  v We look after our customers and offer outstanding after sales service
  

• Advertising should not resemble any other so closely that it misleads or is likely to cause confusion.

  X Never use well known slogans or copy used by other advertisers as they are likely to be trade marks or protected by copyright
  X Never copy the visual style of advertising used by others to avoid trademark,
  copyright infringement or passing off.
  v Use fresh material and ideas
  v Obtain images from Yell's general artwork studio
  

• Advertisements must not encourage users with serious or chronic medical disorders to visit them rather than their own doctor.
• The use of terms such as "serious", "chronic"," persistent" in front of a medical condition are prohibited.
• The title "Doctor" or "Dr" may be used provided the Advertiser is a qualified medical practitioner.
• Advertisers qualified in other doctorates are also entitled to call themselves "Doctor" or "Dr" but must specify the subject so that users are aware if the qualification is non-medical.
• Abbreviations may be used, e.g. "D.Ch." (Doctor of Chiropractic).
• Dentists may only use the title "Doctor" or "Dr" in an advertisement if the Advertiser is a dentist with a dentistry-related doctorate or PhD.
• Establishments where medical treatment is offered, may not be described as "clinics" or "hospitals" in an advertisement unless they are under the direct supervision of a qualified medical practitioner(s).
• No advertisement should include details of the cure of an illness or disease as opposed to the relief of its symptoms.
• No advertisement should include details of the diagnosis, prescription or treatment of a condition by correspondence.
• Dental technicians are not permitted to advertise any service which necessitates working inside the patient's mouth. (This is to ensure that such work is carried out only by qualified dental surgeons.) This prohibition includes the fitting, insertion or fixing of dentures, artificial teeth or other dental appliances.
• No advertisement should offer to refund money to dissatisfied users of the medicinal product advertised.
• No advertisement should use testimonials or unrepresentative evidence to support exaggerated claims for the efficacy of a product or the relief of a particular condition.
• Advertisements should not include any claims that weight loss or slimming can be achieved by any means other than dieting, e.g. Body wraps, unless accompanied by wording such as "Weight loss can only be achieved in conjunction with a calorie controlled diet".
• Advertisements should not include any claims of specific amounts of weight or inch loss within a stated period.
• Advertisers should not make claims that imply addictions (e.g. Smoking) may be overcome via their treatments without any self control / will power on the part of the client.
• No advertisement should encourage unnecessary or excessive use of an advertised product.
• No advertisement should include a claim that an advertised product does not contain a particular ingredient which is in common use, thereby giving the misleading impression that the ingredient is harmful.
• The following medical terms and conditions should not be used by advertisers unless they appear under the Doctor's (Medical Practitioners), Clinics (medical clinics only) or Hospitals classifications unless explicit written permission is obtained from Yell. Please be aware that this is not an exhaustive list.
• These terms must not be within the bullets of their product that appear on Yell.com's search results page.
• Glaucoma and Diabetes screening terms may be used in respect of Optometrists and Opticians classifications.

Some elective therapies, treatments and procedures that are made available (e.g. cosmetic surgery) should be properly carried out under the direct supervision of a qualified medical practitioner even though the advertising of such therapies may not appear in a "medical" classification

• No advertisement should include details of products or procedures claiming to prevent ageing or promote rejuvenation.
• No advertisement should include any reference to prescription only medicines e.g. 'Botox' or 'botulinium toxin' (the generic name)
• Advertisements including claims for "Permanent Hair Removal" by depilatory creams, "Epilight" hair removal, "Laser" hair removal is unacceptable. But the term "Permanent Hair Reduction" using the methods mentioned is acceptable.

This is not an exhaustive list and may from time to time change based on advice from the ASA (Advertising Standards Authority)