Yell Advertising Policy

1. Introduction

2. Rules applicable to all Yell Advertising

2.1 Legal
2.1.1 Professional Services Solicitors
2.1.2 Advertisements Offering Credit
2.1.3 CBD Cannabidiol
2.1.4 Tobacco Advertising
2.1.5 Gambling Act 2005 General CAP Code Rules
2.1.6 GAS SAFE Register Scheme
2.1.7 Payment Protection Insurance Claims

2.2 Decent
2.3 Honest & Truthful
2.3.1 Marketing Claims
2.3.2 Fair Competition
2.3.3 Health and Beauty Health - Guidance Notes Beauty - Guidance Notes

3.0 Rules applicable to Advertising

3.1 Name
3.2 Address
3.3 Telephone Number
3.4 Classification of Advertisements
3.5 Decency
3.6 Competitor Advertising
3.7 Positioning of Advertisements
3.8 Foreign Language Advertisements
3.9 Intermediaries
3.10 Advertisement Content
3.11 QR Codes/2D Barcodes/Smartcodes or similar

1. Introduction

Yell, like most media owners, has several policies relating to the acceptability of advertising material. This document is Yell's overarching policy and is based on the UK Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing Practice (the “CAP Code”).Yell's policy is derived from the following three principles:


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


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.


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:

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

Useful information concerning the CAP Code can be found here. If an advertiser 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.

Advertisers 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 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), including the CAP Code. For the avoidance of doubt, compliance with the requirements of any part of this advertising policy does not absolve the advertiser 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 this advertising 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.

2. Rules applicable to all Yell Advertising

2.1 Legal

2.1.1 Professional Services

Any title protected by legislation imposes an obligation upon the individual using this title in advertising to ensure that they are appropriately qualified and authorised by the relevant regulatory body e.g. Solicitors are legally required to be registered with the Law Society to practice.

In the interests of our users we will only accept advertising in the professions listed below from advertisers holding the appropriate qualifications.

Yell reserves the right to vary the list from time to time. This supersedes the class relevancy rule Rule 3.4. NB. Criminal and civil remedies can be brought by a regulatory body against any individual who does not comply with the above. The following professions fall under this category:-.

  • SOLICITORS (See specific classification rule below at Rule
  • VETS Solicitors

Only qualified solicitors who hold a current practicing certificate issued by the Law Society are permitted to either advertise under the Solicitors classification or otherwise state or infer that they are Solicitors.

Exception: Telephone referral agencies that represent a firm of solicitors may also appear under the 'Solicitors' heading, PROVIDED they:

  1. confirm that they do not deal with any aspect of the work before passing the call through to a qualified solicitor; and
  2. insert a statement in the advertisement advising that they are not qualified solicitors, but calls will be passed on to one of a panel of independent qualified solicitors, e.g. "We are not solicitors/do not undertake legal work. We will take your initial enquiry and pass your details on to a personal injury solicitor on our panel."

2.1.2 Advertisements Offering Credit

The regulatory regime applying to any particular credit advertisement aimed at consumers will depend upon whether it relates to secured or unsecured credit. For these purposes, "secured" means secured by a charge over property.

Secured credit can fall under the jurisdiction of the Financial Conduct Authority's ("FCA") regulatory regime, the Consumer Credit Act 1974 ("CCA") or, in some cases both. Unsecured credit is likely to fall under the CCA regime where it is aimed at consumers. Care needs to be taken to ensure that the correct procedures and approvals are taken and received in relation to the content of advertisements. Where advertisements fall under these regimes advertisers will be required to complete a declaration form regarding its content.

The services or products most likely to be affected by these regulations are as follows. Note that this is not an exhaustive list and that wherever a reference to credit is included in the advertising content, it must comply with the relevant regulatory requirements:

Banks & Financial Institutions; Building Societies; Cheque Cashing; Credit & Finance Companies (including "Pay Day Loan" companies); Credit Unions; Debt Adjustment & Management; Equity Release; Financial Advisers; Loans; Mortgages; Pawnbrokers.

Additional information, regarding content for adverts that constitute advertisements to which the Consumer Credit (Advertisements) Regulations 2004 apply, can be found on the FCA's website.

2.1.3 CBD Cannabidiol

CBD stands for cannabidiol. It is one of the naturally occurring cannabinoids found in the leaves, flowers and stem of hemp and cannabis plants. When extracted and refined, CBD can be suspended in liquid tinctures, blended into creams and lotions, or prepared as solids or liquids intended to be ingested by smoking or vaping.

It is the advertiser’s responsibility to establish which regulatory regime applies to their CBD product and to ensure the products they are selling are compliant with applicable law. There are many things to consider in order to establish if and how they can market the product. For example, is it a controlled substance; is it a medicine; or is it a food/ food supplement.

Advertisers must ensure their CBD product:

  • has been derived from an industrial hemp strain that is EU-approved;
  • contains no more than 0.2% of THC (which refers to the cultivation of hemp (for which a licence is required) or lower;
  • be correctly authorised/ licenced (see further details here);
  • is safe; and
  • does not contain substances that fall under drugs legislation.

Advertising an unlicensed medical product is a criminal offence under The Human Medicines Regulations 2012. You must not sell, supply, or advertise, a medicinal product which does not have authorisation granted in accordance with EU law by the European Commission or the relevant licensing authority.

Advertisers should not make any claims that the CBD product can treat, prevent or cure a disease or an adverse condition, for example, cancer/ joint pains, or give/ make medicinal recommendations unless the product has been classified as a medicine and you may be required to provide proof of a medical license before it can be advertised. For further information, see here.

Food/ Food Supplements

Where the CBD product is classified as a food/ food supplement (which includes, for example, oils, drops, gels, sweets, bread and drinks), advertisers can only make general claims in relation to CBD being “healthy”, “good for you” or “a great start to the day!” (or similar) where it is accompanied by a relevant, specific authorised heath claim. See here for the guidance on nutrition and health claims on foods. The specific health claim must appear next to or immediately following the general health claim. Food businesses should apply for authorisation of their CBD extracts and isolates to be placed on the UK market. For further details, see here.

Where it is determined that an Advertisement does not meet the regulatory or legal requirements, Yell reserves the right to amend, terminate or suspend the Advertisement without notice.

2.1.4 Tobacco Advertising

The advertising and/ or promotion of tobacco products and nicotine-containing electronic cigarettes (which are not licensed as medicines), whether directly or indirectly, is strictly prohibited under the Tobacco Advertising and Promotions Act 2002 and the Tobacco and Related Products Regulations 2016 respectively. It is an offence to publish any advertisement if the purpose or effect is to promote a tobacco product or nicotine-containing electronic cigarette. To clarify, the following are not permitted in ANY advert under ANY classification:

  • Tobacco products—these are any items which consist wholly or partly of tobacco and are intended to be smoked, sniffed, sucked or chewed. E.g. cigars / tobacco / snuff / cigarettes (i.e. what it is) Havanas / Benson & Hedges / Camel (i.e. brand names) NB—This is not an exhaustive list.
  • Electronic cigarettes -  these are products that can be used for the consumption of nicotine-containing vapour via a mouth piece, or any component of that product, including a cartridge, a tank and the device without cartridge or tank (regardless of whether the product is disposable or refillable by means of a refill container and a tank, or rechargeable with single use cartridges).

Therefore, advertisers are permitted to include the following content only:

  • Company name
  • Contact details e.g. address/telephone/website
  • Opening hours
  • Non-tobacco products e.g. pipes, lighters, ashtrays etc.
  • Non-nicotine liquids
  • Non-nicotine disposable e-cigarettes (not able to be refilled)
  • Non-disposable e-cigarettes designed to only take cartridges with non-nicotine containing fluid
  • Medicinal products (subject to separate medicines advertising legislation)

2.1.5 Gambling Act 2005

The CAP Code states that marketing communications for gambling must be socially responsible, with particular regard to the need to protect children, young persons from being harmed or exploited.

Advertising and Marketing communications must not:

  • portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial/ social/emotional harm
  • encourage or condone criminal or anti-social behaviour
  • suggest that gambling can provide an escape from personal, professional or educational problems (e.g. loneliness or depression) or provide an alternative to employment /or a way to achieve financial security
  • suggest that gambling can enhance self-image or self-esteem, be a way to gain superiority or admiration, or link it to seduction or sexual success
  • neither suggest peer pressure to gamble nor disparage abstention
  • portray gambling in a context of toughness or recklessness
  • be likely to be of particular appeal to children or young persons, and should avoid associating gambling with youth culture
  • feature children or young people, nor portray anyone who is, or seems to be, under 25 years old as gambling or playing a significant role (some exceptions e.g. horse racecourses), nor depict anyone behaving in an adolescent, juvenile or loutish way
  • exploit cultural beliefs or traditions about gambling or luck General
  • No advertising of unlawful gambling e.g. gambling which requires a license but does not have one. The Gambling Act 2005 will govern this and guidance is also available at
  • No advertising for gambling taking place in, or regulated from, a country outside EEA and Gibraltar. CAP Code Rules - see for full details.

Note that spread betting remains subject to separate Financial Services Act requirements.

Further, advertisements should make clear where events or facilities can be accessed only by entering gambling premises.

2.1.6 GAS SAFE Register Scheme

Advertisements which advertise services as a gas installer/engineer which are to be published with effect from 1 April 2009, require the advertiser and/or individual or firm being advertised to be registered on the Gas Safe Register run by Capita Gas Registration and Ancillary Services (which replaces the CORGI registration scheme). The Gas Safe Register extends into Northern Ireland from 1 April 2010. The advertiser authorises Yell to publish and use the Gas Safe Register logo in its advertising publishing after 1 April 2009 if the advertiser wishes to include the Gas Safe Register logo in its advertisement.

2.1.7 Payment Protection Insurance ("PPI") Claims

The provision of claims management services is a regulated activity under the Compensation (Claims Management Services) Regulations 2006 (the “2006 Regulations”). Organisations wishing to advertise under this heading must comply with the Conduct of Authorised Persons Rules 2014 -  (the “2014 Rules”), which were established pursuant to regulation 22 of the 2006 Regulations.

Provisions regarding advertising and marketing by authorised claims management businesses are contained in the ‘Client Specific Rules’, which form part of the 2014 Rules. Without limitation, these establish that in advertising or marketing claims management services a business must:

  1. Clearly identify the name of the advertiser;
  2. Not offer any cash payment or a similar benefit as an inducement for making a claim;
  3. Not promote the idea that it is appropriate that compensation may be used in a way that is not consistent with the cause of the claim; and
  4. Not imply that the business is approved by the Government or is connected with any government agency or any regulator (If a business wishes to mention in advertising and marketing material that it is authorised it may use only the following words which must be used in their entirety: “Regulated by the Claims Management Regulator in respect of regulated claims management activities”); and
  5. Use the expression “No Win No Fee” in accordance with CAP guidance on "No Win No Fee claims" – see further section 2.3.1 below.

Advertisements for claims management services in full compliance with the 2014 Rules (including those extracted provisions listed above) and the British Code of Advertising, Sales Promotion and Direct Marketing Practice will be acceptable. The Claims Management Regulator has published a guidance note on the interpretation of the provisions in the 2014 Rules for the purposes of marketing and advertising. The guidance note is available here.

2.2 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 embarrassment or upset, we reserve the right not to permit advertising where we, in our discretion, feel it may cause offence. Specifically -

  • No paid for advertising is permitted for Massage or Escort Agencies in any Yell product;
  • No images of full frontal nudity shall be permitted;
  • No advertisements that promote discrimination on the grounds of a person's religion, race, sex, disability, or sexual orientation or age.

2.3 Honest & Truthful

2.3.1 Marketing Claims

The phrase "No Win No Fee" may only be used in an advertisement in accordance with CAP guidance available here.

2.3.2 Fair Competition

The CAP Code states that comparative claims in advertising are permitted, provided they are not misleading in any way. Comparisons can only be made between products or services of the same or similar type. Listed below are some examples of acceptable and unacceptable statements.

  • We have the largest and best stock of carpets and flooring in the South East
  • We are the cheapest wholesaler in England!
  • Very competitive prices! We will match the cost of branded products if you find the same model cheaper in another store
  • 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.

  • Don't trust the cowboys come to us instead!
  • Why use the sharks when you can get a truly reliable service with us?!
  • We have built an excellent reputation as a caring family business in Torquay.
  • 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.

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

2.3.3 Health and Beauty

Advertisements for the provision of services or products in the areas of Health and Beauty are regulated. This is by way of professional or regulatory bodies for health, and the Advertising Standards Authority for beauty. Advertisements offering advice or treatment for medical conditions are acceptable, provided they adhere to the British Code of Advertising, Sales Promotion and Direct Marketing Practice. The following guidance notes are taken from the Code:- Health - Guidance Notes
  • Advertisements must not encourage users with serious or chronic medical disorders to visit them rather than their own doctor.
  • 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 Chiropractice).
  • 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.
  • 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.
  • 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 use testimonials or unrepresentative evidence to support exaggerated claims for the efficacy of a product or the relief of a particular condition.
  • These unacceptable terms listed below must not be used within the bullets of their product that appear on's search results page except for those permitted classifications as mentioned below.
  • The following medical terms and conditions should not be used by advertisers unless explicit written permission is obtained from Yell or they appear under the Doctor's (Medical Practitioners), Clinics (medical clinics only) or Hospitals classifications or are recognised for use by suitably qualified health professionals as agreed by the Advertising Standards Authority.
  • * Acceptable alternatives to medical terms are only appropriate for use by a suitably qualified health professional, for example, an individual subject to regulation by a statutory body, recognised medical or health professional and the Advertising Standards Authority.

Unacceptable medical terms and conditions and Acceptable alternatives (where applicable). This is not an exhaustive list and may from time to time change based on advice from CAP or the ASA (Advertising Standards Authority)

Addictions Habit, Cravings, fixation
Alcoholism (Dependence) N/A
Age related Macular Degeneration – AMD N/A
Anaemia N/A
Angina Circulatory Problems
Anorexia Weight Management/Weight Related Issues
Arthritis N/A
Asthma N/A
Attention Deficit Hyperactivity Disorder – ADHD N/A
Autism N/A
Blood Pressure, High Circulatory Problems
Bronchitis N/A
Bulimia Weight Management/Weight Related Issues
Cancer N/A
Cataracts Eye Problems
Circulation, Poor N/A
Chronic Obstructive Airway Disease - COAD N/A
Crohn’s Disease N/A
Compulsions Urges, Phobia, fixation, habit, craving
Depression N/A
Diabetes N/A
Diverticulitis N/A
Dizziness N/A
Drowsiness Lethargy, Lethargic, Tired, Sleepy
Drug Addiction (Substance Abuse) N/A
Ear Disorders, Serious N/A
Eating Disorders Weight Management/Weight Related Issues
Emphysema N/A
Epilepsy N/A
Erection Problems or Erectile Dysfunction N/A
Eye Disorders, Serious N/A
Fibroids N/A
Fits N/A
Frigidity Relationship Problems, Sexual Counselling, Tension
Gall Bladder Disorder N/A
Gall Stones N/A
Genito-Urinary Disorders N/A
Glaucoma N/A
Gout N/A
Hiatus Hernia N/A
Heart Disease N/A
Herpes Zoster (Shingles) N/A
Human Immunodeficiency Virus – HIV N/A
Hypertension N/A
Impotence N/A
Infectious Diseases N/A
Infertility N/A
Insomnia, Chronic Trouble getting to sleep, Insomnia
Jaw Joint Dysfunction N/A
Kidney Disorders N/A
Learning Difficulties Concentration
Leukaemia N/A
Kidney Disorders N/A
Malignant Diseases N/A
Mania N/A
Multiple Sclerosis – MS N/A
Malaria N/A
Memory Problems or Memory Lapses N/A
Menopausal Symptoms N/A
Menstruation, Regulation of N/A
Metabolic Diseases N/A
Migraine Migraine Headaches
Muscular Dystrophy N/A
Myopathy N/A
Obesity Weight Management/Weight Related Issues
Obsessions Phobia, fixation, habit, craving
Obsessive Compulsive Disorder – OCD Phobia, fixation, habit, craving
Osteoporosis N/A
Overdose N/A
Pancreatitis N/A
Paralysis N/A
Parkinson’s Disease N/A
Prostrate Problems N/A
Psoriasis N/A
Psychosis N/A
Polycystic Ovary Syndrome N/A
Respiratory Diseases N/A
Schizophrenia N/A
Senility N/A
Sexually Transmitted Diseases – STDs N/A
Skin Disorders, Serious N/A
Spinal Injuries N/A
Stroke N/A
Suicidal Thoughts N/A
Thrush/Oral N/A
Tonsillitis N/A
Tuberculosis N/A
Ulcer, Gastric N/A
Under-eating Weight Management/Weight Related Issues
Whiplash N/A Beauty - Guidance Notes
  • 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.
  • Use of terms such as lasers and IPL require the advertiser to be registered with the Care Quality Commission.

Unacceptable terms in Beauty Advertising and Acceptable alternatives (where applicable). This is not an exhaustive list and may from time to time change based on advice from CAP or the ASA (Advertising Standards Authority)

Anti-ageing/Anti-ageing treatments Facial Line Softening/Temporary Facial tightening or toning/Cosmetic enhancements
Botox, Bo-tox, B*T*X, Beautox, Frown relaxing, Frown relaxing treatment, Muscle freezer, Muscle inhibitors Facial Line Softening/Treatments to improve appearance of fine lines & wrinkles
Dysport Facial line softening/Treatments to improve appearance of fine lines & wrinkles
Facial Lifting CACI Facial Treatments/Non-surgical facial treatments
Facial Tightening CACI Facial Treatments/Non-surgical facial treatments
Fat Busting Injection N/A
Fat Dissolving N/A
Flab Busters Lecithin N/A
Flab Jab N/A
Hyperhidrosis (injections for), Perspiration reduction and Excessive sweating N/A
Hyperhidrosis (surgery) Cosmetic Surgery N/A
Inch Loss (wraps) Body Wrap, Universal Body Wrap
Line and Wrinkle Treatments Facial Line Softening/ Treatments to improve appearance of fine lines & wrinkles
Lipodissolve N/A
Lipolysis N/A
Lipostabil N/A
Non-surgical Facelifts/CACI non-surgical Facelifts CACI Facial treatments/Non surgical treatments
Permanent Hair Removal Electrolysis & Laser Hair Removal (in relation to Electrolysis ads only) Permanent Hair Reduction
Rejuvenation Skin revitalisation/resurfacing
Stop Smoking Emphasis should be on helping individuals stopping rather than making them
Tightening Capsules N/A
Tooth whitening, Teeth whitening, Whiter smile, Brighter smile Dentists, Beauty Salons & Consultants, Cosmetic Surgery, and the following Yell online only classifications; Children's Dentistry, Cosmetic Dentistry, Dental, Dental Hygienists, Dental Implants, Denture Repairs, Dentures, Emergency Dentists, NHS Dentistry, Private Dentistry, Teeth Whitening (provided General Dental Council registrant performs the treatment). N/A
Vistabel Facial line softening/Treatments to improve appearance of fine lines & wrinkles

3. Rules applicable to Advertising

3.1 Name

All web advertisements, excluding Display advertisements, must only contain the usual business trading name of the Advertiser, which must be the normal trading name of the business, i.e. the name registered at Companies House or the relevant financial services body, used on official company literature or on a company website. A business trading name cannot include the following unless it is the usual business trading name:-

  • An e-mail address or full URL address for a website.
  • A strapline e.g. Joe's Plumbing - Berkshire's best 24 hour plumbing service.
  • A Classification or a Location e.g. Joe's Team Plumbers, Joe's Team Berkshire or Joe's Team Plumbers Berkshire.

3.2 Address

The standard address i.e. number/house name/business unit, street name, town and postcode published on is that provided as a Free Listing with Yell. This can be changed to include a valid UK address where the business is located, subject to the branch policy set out in this section (3.2). PO Box and mailbox numbers are considered acceptable however when included in a listing or advert, their prominence on the search results may be detrimentally impacted as it is not considered a standard address.

Where the advertiser has provided an address, which is not the genuine trading address of that advertiser then Yell reserves the right to terminate or suspend their advertisement without notice. The Advertiser must meet the following criteria in order to use a branch address on Be either

  • part of the same legal entity or be part of the same company group; i.e. linked by common and/or ownership (common directorship is not sufficient) or
  • be linked by formal franchise agreement;

All branches must:

  • Have different address details to the holding company or head office; and/or-
  • Have some of the characteristics below:
    • have public liability insurance to operate their business from the address of the branch; or
    • comprise branch premises which are being leased, licensed or owned as the primary business address by the employee or the legal entity and not just temporary occupation.

Multiple branches can have the same telephone number providing that the business name remains the same for each branch.

Advertisers shall have regard, in complying with the branch policy, to the objective of this paragraph which is to ensure that only those businesses which are genuinely related to the main Advertiser and are genuine associated businesses of the main Advertiser (and/or are linked through common ownership (or contractual relationship)) benefit from the main advertisement. Yell retains absolute discretion to decide if a business may benefit from this branch policy. Yell reserves the right without notice to withdraw, or suspend pending investigation, the advertising of a business benefiting from this branch policy if Yell does not reasonably believe that it is a genuine branch. Yell may ask you to provide such supporting documentation as may be required by Yell to verify that a branch address is genuine.

An address can be suppressed where the Advertiser conducts their business over the internet, via a call centre or delivers (a service not requiring the user to physically visit the advertiser's address) and the advertiser requests suppression of the address. However Yell may release the address details if a user requests subject to confidentiality concerns relating to certain classifications. If any user complaints are received or Yell views that the advertiser does not comply with the eligibility rules, Yell will investigate this and has the right to turn off the address suppression option at any point during the contract. Pay-Per-Click keyword, and Display advertisements do not require an address. An Advertiser's address will still be displayed on their Free Listing as it is not possible to suppress these addresses.

An advertisement must display either a phone number or a URL if the Advertiser suppresses their address. Suppressing an address automatically suppresses the Map/Directions link. An advertisement which has an address suppressed will not be displayed on Proximity Searches or on the Multi Point map. An address can be suppressed on the following services:

  • Sponsored Listing
  • Local Presence Plus
  • Local Presence

Advertisers wishing to suppress their address details will be required to contact Yell - via their Sales Person or via Customer Services, and request such suppression in writing to confirm such request. Yell reserves the right at its sole discretion not to suppress an address. Yell also reserves the right to disclose an address of an Advertiser in the event that a customer has a complaint or dispute.

3.3 Telephone Number

An Advertiser that only conducts business over the internet and not through voice to voice communication, does not need to display a telephone number within their advertisement.

Free Listings must include a telephone number which must not be a premium rate telephone number.

Advertisers cannot display premium rate telephone numbers in a Free Listing as call rate information, as defined and required by Phonepayplus guidelines, cannot be displayed on these types of listings.

If an Advertiser wants to display a premium rate number in a paid for advert the call rate information required by Phonepayplus must be included in the bullets/text. Alternatively the Advertiser can choose not to display a telephone number in their paid for advert. Pay-Per-Click keyword, and Display advertisements do not require a telephone number.

Where telephone numbers are included in an advertisement they must fully comply with Phonepayplus guidelines where appropriate.

Phonepayplus is the industry-funded regulatory body for all premium rate charged telecommunication services. For more information about their guidelines please refer to their website and follow the appropriate link. Yell does not knowingly accept any telephone services that Phonepayplus determines to be of an adult nature including, without limitation telephone services accessed through telephone numbers prefixed 0908 and 0909.

3.4 Classification of Advertisements

Advertisements must appear under either: (a) classification headings that describe the actual product or service offered; or (b) under any related heading related to that product or service as defined by Yell, except for:

  • the Professional Services classifications further to section 2.1.1 above); or
  • advertisements on which promote or link to sites promoting or enabling gambling, gaming, betting, lotteries, prize draws or paid entry competitions which are only acceptable within those classifications that describe actual product or service offered.

Where a business appears in a specific classification the Advertiser is responsible for ensuring it is entitled for the duration of the advertisement, and shall continue to be entitled for the duration of the advertisement, to describe itself in this classification and that it holds appropriate and required licences, certificates, authorisations or permits as determined by laws, regulations, local council bye-laws or other legal requirements.

Advertisers are not permitted to order multiple advertisements within the same classification. This is permitted for Local Presence Plus and Local Presence adverts when the advertiser has a different branch address for each advertisement (see 3.2).

3.5 Decency

Prominence Adverts must not contain offensive content or link to websites that are of offensive nature.

3.6 Competitor Advertising

Typically, but not exclusively, Yell competitors will be businesses that provide internet services offering classified directory type searches or listings (but not search engines) as their main business/function.

Yell's competitors' advertising, as any other, will be accepted on providing it adheres to this policy.

Yell may at its discretion refuse a competitor's advertising from parts of the site where its presence may confuse users or it is detrimental to Yell's site, the Yell brand, or the Yell trade mark.

In addition, with respect to our content pages, Yell may have exclusive third party arrangement agreements running with content providers or third party service providers. For the duration of these agreements Yell may exclude certain companies appearing on the provider pages or require provider approval before inclusion.

Any excluded companies may however advertise on other content pages within at Yell's discretion.

Yell may allow such competitor advertising as it feels appropriate for Pay-per-click Advertisements.

3.7 Positioning of Advertisements

Adverts and Free Listings are ranked based upon the type of service purchased e.g. a Sponsored Listing or a Local Presence Plus, as well as its relevance to the search. The number of adverts and listings displayed for every search will be limited up to a maximum of 250 results over 10 pages. Yell does not guarantee that paid for advertisers will appear above Free Listings on a search results page. Determination of relevance is at the sole discretion of Yell.

3.8 Foreign Language Advertisements

Foreign language advertisements are acceptable provided they are supplied with a covering note detailing the English translation. Languages using non-English alphabet are not acceptable.

3.9 Intermediaries

Yell may accept advertising from intermediaries or aggregators in the following products only: Pay-per-click, and Advertiser Prominence, subject to Paragraph 3.6 above for Competitor Advertising. An intermediary is any business who acts as an agent/middleman and refers enquiries from to a business or network of businesses.

3.10 Advertisement Content

Advertisement content, displayed in the Adverts and Profile Pages, must in all cases be decent (see section 2.2 above), but must not contain the following information:

  • A postal address

Internet Web Addresses (URL), email addresses, and telephone numbers can be included in a Standard Advert Free Listing or a Profile Page.

Advertisers with a Video must ensure that they are licensed and/or authorised to use any music, logos, photos, or images contained in that Video. The videos must not contain visually disturbing graphics (e.g. graphics that flash too fast or generally make the user experience of viewing the video very unpleasant), or be interactive (e.g. request that a user types text into a search field in the video).

Logos used in all advertisements must be Advertiser's company logo as used by Advertiser. Trade association logos can be used as a logo, provided that the advertiser is and will remain a member of that association for the duration of the advertisement. If an advertiser is authorised to use another Company's name as part of their "actual trading name" they must provide written proof that they can use that company's logo in this space. This written evidence needs to confirm that the Advertiser is allowed to use the other company's name as part of their trading name, and not just that they have the authorisation to use a logo as a stockist.

Photos used in all advertisements must show the Advertiser's premises, products or services. Trade association logos can be used as photos, if the Advertiser is a member of that association. Photos that include a third party logo can only be used where the Advertiser evidences the full permission of that third party to display such third party logos on

Animated logos, images, or photos are not permitted within Prominence adverts. Only static images can be used.

Websites hosted on a domain name not owned by the Advertiser e.g. eBay, Facebook, or Amazon, can be used by advertisers if they have the permission from that third party to use the URL to advertise on other websites. The Advertiser has overall responsibility to ensure that they can use the link to the third party site as their advert or listing on The Advertisers advertisement on the third party hosted website must also contain the advertisers contact information (to avoid confusion for users of, and adhere to the policy on legal, decent and honest content.

3.11 QR Codes / 2D Barcodes / Smartcodes or similar

QR Codes can be included in a Profile Page for a Yell online advert or a Yell website. Please note, images are currently resized to fit the image capsules within a Profile Page so should be taken into consideration especially when the QR code is complex and clicks through to a long web address. Customers can provide or upload the following file formats: JPG, GIF and PNG.

IMPORTANT - Limitations on QR codes

QR codes, as with any other image, are published on in good faith.  By placing an advert containing a QR code the advertiser acknowledges and accepts that the reproduction of these codes may interfere with the function of the QR code. This in turn may lead to the QR code not working in some or all devices.  Yell strongly recommends the inclusion of an accompanying standard web address for all QR codes.

Last updated on 16 April 2021