Yell Ad Policy

1. Introduction

Yell’s Advertising Policy (the “Policy”) is based on the UK Code of non-broadcast Advertising, Sales Promotion and Direct Marketing Practice (“CAP Code”) which regulates online and non-broadcast advertising which is operated and enforced by the Advertising Standards Authority (ASA). The Policy is derived from the following three principles:

1. LEGAL – No Advertisement should contain anything that is in breach of the law nor omit anything that the law requires.

2. DECENT – No Advertisement should contain content that is: likely to cause grave or widespread offence or embarrassment; not suitable for publication or display; or likely to subject Yell to criticism or embarrassment.

3. HONEST & TRUTHFUL – No Advertisement should, whether by inaccuracy, ambiguity, exaggeration, omission, or neglect, mislead users about any matters likely to influence their attitude to the advertised product or service.

By following these principles, we aim to:

  1. create fair and transparent rules that can be followed by businesses;
  2. protect the interests and reasonable expectations of the users of our products;
  3. demonstrate our support for the codes and guidelines set out in the CAP Code; and
  4. meet the obligations imposed both on ourselves (as publisher) and upon business owners under local laws and regulations.

Certain industries and trade associations have their own self-regulatory codes for advertising and marketing. Businesses who are members of these associations should refer to these codes.

Businesses agree in placing orders for advertising with Yell that the content of their advertising will comply with all relevant laws, statutes, and regulations in place, including the CAP Code,  and which apply to the products and/or services that they wish to advertise (in the location that they wish to advertise them, where applicable). Useful information concerning the CAP Code can be found here. If a business is unsure about any aspect of its advertisement, free confidential pre-publication advice is available from The Committee of Advertising Practice Copy Advice team (“CAP Copy Advice”). The CAP Copy advice team can be contacted via their Bespoke Copy Advice Service.

For the avoidance of doubt, compliance with the requirements of any part of the Policy does not absolve the business of responsibility for ensuring compliance with any applicable law or regulation covering the same subject matter. In the event of any direct conflict between the provisions of the Policy and any applicable law or regulation, the provisions of the applicable law or regulation shall prevail solely to the extent necessary to resolve any conflict.

This is Yell's Policy. Depending on the Product or Service you purchase you may also be subject to other third party's Advertising Policies.

2. Legal

3. Decent

Yell media is distributed on an unsolicited basis and the contents should be acceptable to people within a wide range of sensibilities. Even though an advertisement may be legal, advertising copy can be offensive to a number of people. Accordingly, to avoid causing widespread upset, offence, or embarrassment, we reserve the right not to permit advertising where we, in our discretion, feel it may cause such offence or embarrassment. Specifically, no Advertisement is permitted: –

  1. for escort services, massage parlours, intimate massage, mail order brides and other similar services or those that offer ways of obtaining sexual gratification.
  2. containing images of full-frontal nudity or depictions of people in explicit or suggestive poses, or activities that are overly suggestive or provocative.
  3. that harasses, intimidates, or bullies an individual or group of individuals.
  4. that promotes discrimination or disparages an individual or group on the on the grounds of their nationality, religion, race, age, sexual orientation, disability, gender, gender identity, or age.
  5. that seeks to exploit others or threatens or advocates for physical or mental harm.
  6. that contains violent language including swear or curse words, variations, and misspellings of profane language, disgusting or graphic imagery or accounts of physical trauma.

4. Honest & Truthful

5. Rules applicable to Yell Marketplace (Yell.com) Advertising

Last updated on 22 August 2023