Yell Advertising Policy

1. Introduction

2. Rules applicable to all Yell Advertising

2.1 Legal
2.1.1 Professional Services
2.1.1.1 Solicitors
2.1.2 Advertisements Offering Credit
2.1.3 Tobacco Advertising
2.1.4 Gambling Act 2005
2.1.4.1 General
2.1.4.2 CAP Code Rules
2.1.5 GAS SAFE Register Scheme
2.1.6 TV Licensing
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
2.3.3.1 Health - Guidance Notes
2.3.3.2 Beauty - Guidance Notes

3. Rules applicable to Yellow 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 Foreign Language Advertisements
3.7 Multiple Advertisements
3.8 Special Advertisements
3.8.1 Bound Inserts
3.8.2 Branded Fillers
3.8.3 Inside Front Cover (IFC) / Inside Back Cover (IBC)/ Outside Back Cover (OBC)
3.8.3.1 Outside Back Cover (OBC)
3.8.3.2 Inside Front Cover (IFC) / Inside Back Cover (IBC)
3.8.4 Loose Inserts
3.8.5 Menus – Single and Double Page Spread
3.8.6 Public information Advertising (Preface, Pointer and Top of Classification)
3.8.7 Spine
3.8 QR Codes/2D Barcodes/Smartcodes or similar

4.0 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 Competitor Advertising
4.7 Positioning of Yell.com Advertisements
4.8 Foreign Language Advertisements
4.9 Intermediaries
4.10 Advertisement Content
4.11 QR Codes/2D Barcodes/Smartcodes or similar

1. Introduction

Yell, like most media owners, has a number of policies relating to the acceptability of advertising material. This document is Yell's overarching policy and is based on the British Code of Advertising, Sales Promotion and Direct Marketing Practice (together the "CAP Code"). Yell's policy is derived from the following three principles:

LEGAL:

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

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.

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:

  • 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 at www.cap.org.uk. 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 e-mail on copyadvice@cap.org.uk (but they will not give legal advice).

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:-.

  • ACCOUNTANTS
  • ARCHITECTS
  • BARRISTERS
  • CHIROPODISTS & PODIATRISTS
  • CHIROPRACTORS
  • DENTAL TECHNICIANS
  • DENTISTS DOCTORS (MEDICAL PRACTITIONERS)
  • INSOLVENCY PRACTITIONERS
  • NOTARIES
  • OCCUPATIONAL THERAPISTS
  • OPTICIANS - DISPENSING
  • OPTICIANS - OPTHALMIC
  • ORTHODONTISTS
  • OSTEOPATHS
  • PATENT ATTORNEYS
  • PHARMACIES
  • PHYSIOTHERAPISTS
  • PSYCHOLOGISTS SOLICITORS (See specific classification rule below at Rule 2.1.1.1.)
  • TRADE MARK ATTORNEYS VETS

2.1.1.1 Solicitors

Only qualified solicitors who hold a current practising 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:

  1. they confirm that they do not deal with any aspect of the work before passing the call through to a qualified solicitor; and
  2. they 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 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)

2.1.4 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 behavior that is socially irresponsible or could lead to financial/ social/emotional harm
  • encourage or condone criminal or anti-social behavior
  • 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

2.1.4.1 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 www.gamblingcommission.gov.uk
  • No advertising for gambling taking place in, or regulated from, a country outside EEA and Gibraltar.

2.1.4.2 CAP Code Rules - see www.cap.org.uk 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.

2.1.5 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.

2.1.6 TV Licensing

Only the TV Licensing organisation is able to appear under the TV Licensing classification.

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:

(a) Clearly identify the name of the advertiser;

(b) Not offer any cash payment or a similar benefit as an inducement for making a claim;

(c) 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

(d) 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

(e) 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:-

2.3.3.1 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 Yell.com product that appear on Yell.com'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)

UNACCEPTABLE TERMS ACCEPTABLE ALTERNATIVES
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
Pancreastitis 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

2.3.3.2 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)

UNACCEPTABLE TERMS CLASSIFICATION EXCEPTIONS WHERE TERM IS ACCEPTABLE ACCEPTABLE ALTERNATIVES FOR ALL OTHER CLASSIFICATIONS
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 Yellow Pages Advertising

3.1 Positioning of Advertisements

  • POSITIONING OF ADVERTISEMENTS IS NOT GUARANTEED AND FINAL POSITION IS ARRANGED AT YELL'S SOLE DISCRETION TO OPTIMISE DIRECTORY LAYOUT AND PAPER USAGE.
  • Positioning name must appear in the advertisement in addition to any other name, but does not have to be the largest name. It should appear in a font size no less than 6 points and must be legible.
  • Advertisements will be ordered within classifications alphabetically, followed by numerics.
  • Positioning name will be based on 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 the positioning name consists of an initial, first name, surname or "The" e.g. 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"
  • Where the positioning name is a web address it can be positioned using the first 6 alpha characters including www, or using the first 6 characters after www. e.g. www.good-ad.co.uk can be positioned using "wwwgoo" or "goodad".
  • The following cannot be used as positioning names:

    • "AAAAAA" on its own
    • Headlines or Statements from ads that are not a trading name of the company
  • Where advertisements "tie" on positioning name they will be randomised.

3.2 Address

Addresses in advertisements are not mandatory. However, where they are featured be they partial or in full they must be accurate and legible. Corporate Advertising Scheme advertisements must feature a full postal address unless agreed otherwise by the individual association. The address provided to Yell for an advertiser must be the genuine address of the advertiser. Linage advertisements must feature either an address or telephone number. Advertisers should, despite any changes Yell makes to its content policies, still comply with any statutory and regulatory requirements for the inclusion of addresses in their advertisements. Yell reserves the right to disclose an address of a customer in the event that the consumer has a genuine dispute.

3.3 Telephone Number

Telephone numbers in advertisements are not mandatory. However where telephone numbers are included they should be legible and comply with Phonepayplus (formerly ICSTIS) or ASA guidelines where appropriate. Corporate Advertising Scheme advertisements must feature a telephone number unless agreed otherwise by the individual association. 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 www.phonepayplus.org.uk and follow the appropriate link. Yell does not accept any telephone service/s that Phonepayplus determines to be of an adult nature including, without limitation, telephone services accessed through telephone numbers prefixed 0908 and 0909. Advertisers cannot display premium rate telephone numbers in a free business listing, as call rate information as defined by Phonepayplus cannot be shown. Linage advertisements must feature either an address or telephone number. Advertisers should, despite any changes Yell makes to its content policies, still comply with any statutory and regulatory requirements for the inclusion of telephone numbers in their advertisements.

3.4 Classification of Advertisements

Advertisements must appear under classification headings that primarily describe the actual product or service offered or under any related heading as defined by Yell, except for the Professional Services Classifications. Please refer to Rule 2.1.1 for more information. Where a business appears in a specific classification the Advertiser is responsible for ensuring it is entitled 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.

3.5 Directory Format

Advertisers must not reproduce or attempt to reproduce extracts, advertisement types or listings from the directory. This is in order to ensure that:-

  • The format of the directory, designed for maximum ease of use, is not harmed by Advertisers reproducing parts of it, e.g. classification headings.
  • Yell product copyright is not infringed.

3.6 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 for non-display advertisements.

3.7 Multiple Advertisements

Advertisers are permitted to order multiple advertisements within the same classification at Yell's reasonable discretion provided that this does not undermine the use of the classification.

3.8 Special Advertisements

All of Yell's standard ad content policy applies to Special Ads e.g. legal, decent, honest, fair competition etc. Special Ads should also comply with standard Yellow Pages policy for printed advertising content, unless otherwise stated e.g. Address/tel no etc. NB. Special Advertisements are generally high profile advertising slots which are very visible to consumers. Therefore, Yell reserves the right not to accept advertising from companies whose brand values are deemed to conflict with the brand values of Yell

3.8.1 Bound Inserts

  • We do not guarantee positioning of Bound Inserts.
  • We will endeavour to place the Bound Inserts close to the Customer's chosen classification.
  • It is not intended that the Bound Insert is to be included as part of the classification but we reserve the right to place the Bound Insert in the Directory wherever we deem it appropriate as determined by our publishing process.
  • There are a limited number of Bound Insert opportunities in each Directory and so Bound Inserts shall be allocated on a first come first served basis, at Yell's discretion, on receipt of a signed order and cannot be reserved.
  • There is a right to renew on this product.
  • Bound Inserts are not permitted to appear within the Insurance guides.

3.8.2 Branded Fillers

  • Yell reserves the right to publish filler advertisements throughout the Yellow Pages directories. Filler Advertising is a random consequence of the pagination process. Yell retains the right to insure the position, frequency and placement of fillers.
  • As branded fillers have high visibility and can appear in many different classifications within Yellow Pages, advertisement copy will be stringently checked. Advertisers or their brands must not cause offence to Yellow Pages users or negatively impact on user attitudes to other advertisers appearing within the classification. In addition, the advertiser or their brand must not create a negative perception for other advertisers who appear within the directory or classifications. Yell reserves the right to refuse or cancel advertising which it deems could compromise the integrity of the product(s), or that of any advertiser within the product(s).

3.8.3 Inside Front Cover (IFC) / Inside Back Cover (IBC)/ Outside Back Cover (OBC)

  • Limited inventory – only one opportunity per directory for each cover ad type.
  • Customers have a right to renew (prices may vary).
  • A waiting list is in operation for customers wishing to purchase these advertising slots.

3.8.3.1 Outside Back Cover (OBC)

  • Only one advertiser is permitted per cover advertisement.
  • Multiple brands/trading names can be featured within the ad space, but only where the whole ad is clearly contained within a single border.

3.8.3.2 Inside Front Cover (IFC) / Inside Back Cover (IBC)

  • Only one advertisement can be purchased per cover, which must be billed to a single advertiser.
  • This can feature multiple companies, products, brands or trading names.
  • This should be clearly contained within a single border.

3.8.4 Loose Inserts

  • Loose inserts are delivered, inserted inside the front cover of the Yellow Pages directory.
  • There are a limited number of loose insert slots available per directory.
  • Customers have a right to renew.
  • A waiting list is in operation for customers wishing to purchase these advertising slots.
  • Exclusivity for classifications limited to one per directory, except for Insurance, whereby it is possible to have more than one insurance related insert per directory in certain circumstances. Please see Account Manager for details.

3.8.5 Menus – Single and Double Page Spread

  • Menu adverts can only be purchased by advertisers, who are either classified under, or whose business would be described by, one of the following headings:
    • Bars & Wine Bars
    • Cafe & Coffee Shops
    • Caterers
    • Fish & Chip Shops & Restaurants
    • Food & Drink – Delivered
    • Hotels & Inns
    • Internet Cafes
    • Pizza Delivery & Takeaway
    • Pubs
    • Restaurants (any)
    • Sandwich Shops & Delivery
    • Take Away Food
    • Weddings – Food & Drink
  • All menus must contain the wording 'Menu and Prices are subject to change'. NB. Yell reserves its position to be able to add this wording to menu advertisements without prior approval of the advertiser.
  • The menu content must make up at least 50% of the advertisement. Other aspects of the business can be promoted in the remaining 50% e.g. Opening times/outside catering etc.
  • Other branches/businesses cannot be included unless the menu is applicable for all addresses/businesses listed.
  • Multiple Menus for different establishments within one menu advertisement are not permitted.
  • Differing Restaurant and Takeaway menus can be included but only if the establishment operates both services from the same address.

3.8.6 Public information Advertising (Preface, Pointer and Top of Classification)

  • These advertising types are only available to advertisers who have a duty of care to communicate information to the general public, for the benefit of the general public e.g. Government bodies, Education, Healthcare etc.
  • They are not available to commercial organisations or organisations appearing to offer public advice e.g. Finance companies offering debt advice/loans, No win/No Fee Solicitors, Injury/Compensation Claims companies etc
  • Preface advertising is positioned after the Yellow Pages preface section and before the classified section. Advertisements will be placed according to Yell's normal alphabetical positioning policy.

3.8.7 Spine

Spine advertising is to provide a presence for a company and not intended to be a fully described list of products and/or services.

  • Limited inventory – only one opportunity per directory.
  • Only one advertiser is permitted per spine advertisement.
  • Customers have a right to renew.
  • A waiting list is in operation for customers wishing to purchase these advertising slots.

Advert content is limited:

  • All copy should be legible at the size published
  • Either a Telephone number, web address or visitable address to be included See also 3.2
  • Official company logo and /or trade association membership logo (where proof supplied of membership to the association )
  • Where multiple companies or contact details are listed all must be registered to the billing company
  • Advertisers should be prepared and able to substantiate any claims made in the advertising if needed i.e. ‘best’ ‘guarantee’ etc
  • The following content is not acceptable:
    • Photographs of people where the individual can be identified, i.e. face
    • Prices - unless otherwise agreed by Yell
  • Strap lines or product messages which:
    • Are disparaging or offensive
    • Directly or indirectly question the quality, integrity or reputation of other advertisers/businesses appearing anywhere within the directory
    • Advertising from companies whose brand values are deemed to conflict with the brand values of Yell

3.8 QR Codes / 2D Barcodes / Smartcodes or similar

Yell accepts advertising containing QR codes. For printed products these should be supplied as part of the artwork file taking into account the guidance detailed below:

  • The size of the code can affect the readability by devices, the larger the code the more devices are likely to be able to read it.
  • Each "module" or "square" should be minimum of 1mm sq. Therefore the minimum size for a QR code in Yellow Pages is approx 21mm (H) x 21 mm (W).
  • Ensure the QR code is supplied at the largest size possible for the advert size selected.
  • Directories are printed at 300dpi, the QR code should be supplied at this resolution.
  • All supplied QR Codes and Web address' live at time of supply. Yell reserve the right to check these, and ensure that they do not go to sites which would be seen as conflicting with the brand values of Yell. 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 including the CAP Code.
  • QR codes should be created with a level "Q" of error checking (see limitations on QR Codes). This allows for a 25% variance in the code.
  • Include the Web address as well for customers who either do not have QR code reading devices or who prefer to just use a Web address.

IMPORTANT - Limitations on QR codes QR codes, as with any other image, are printed in the Yellow Pages directory or published on Yell.com 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.

4. Rules applicable to Yell.com Advertising

4.1 Name

All Yell.com 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.

4.2 Address

The standard address i.e. number/house name/business unit, street name, town and postcode published on Yell.com 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 (4.2). PO Box and mailbox numbers are considered acceptable however when included in a listing or advert, their prominence on the Yell.com 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 Yell.com: 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 Prominence
  • 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.

4.3 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 www.phonepayplus.org.uk 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.

4.4 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 Yell.com 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 4.2).

4.5 Decency

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

4.6 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 Yell.com 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 Yell.com at Yell's discretion.
 
Yell may allow such competitor advertising as it feels appropriate for Pay-per-click Advertisements.

4.7 Positioning of Yell.com Advertisements

Adverts and Free Listings are ranked based upon the type of service purchased e.g. a Sponsored Prominence 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 180 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.

4.8 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.

4.9 Intermediaries

Yell may accept advertising from intermediaries or aggregators in the following products only: Pay-per-click, and Advertiser Prominence, subject to Paragraph 4.6 above for Competitor Advertising. An intermediary is any business who acts as an agent/middleman and refers enquiries from Yell.com to a business or network of businesses.

4.10 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 Yell.com 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 Yell.com 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 Yell.com 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 Yell.com.

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. MySpace, Facebook, or Hotmail sites, 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 Yell.com. The Advertisers advertisement on the third party hosted website must also contain the advertisers contact information (to avoid confusion for users of Yell.com), and adhere to the Yell.com policy on legal, decent and honest content.

4.11 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 printed in the Yellow Pages directory or published on Yell.com 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 4 August 2017