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 all our customers;
  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 our Advertisers under law and regulation in the United Kingdom.

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

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. 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.

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 are protected by legislation (note, this list is not exhaustive):


Example: 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.”

Yell does not accept advertising that promotes products where the primary purpose is violence or to cause harm to an individual. The following weapons or dangerous products are strictly prohibited in Advertising Content including (but not limited to):

  • The sale of any type of bombs e.g., nail/chemical bombs, grenades
  • Instructional content relating to the enhancement, assembly, acquisition functionality of firearms or bombs.
  • functional devices that discharge a projectile at high velocity for self-defence or combat.
  • Knives that are designed/ promoted as weapons or whose primary use is violence, including switchblade knives, disguised knives, buckle knives, lipstick case knives, air gauge knives, knuckle knives and writing pen knives.
  • Brass, plastic, or metal knuckles
  • Pepper spray
  • Any products which have been made or adapted to cause injury

Note, this list is not exhaustive.

Weapons in Advertisements for other products

Advertisements should be appropriately targeted and prepared with a sense of responsibility.

Advertisements that are not for weapons but show images of weapons, such as Advertisements for computer games, films, sports, should ensure that they do not promote violence or anti-social behaviour by depicting weapons in a threatening context or in a manner that could be seen to be glamorising violence.

Advertisers should be aware that images of weapons and implied violence are likely to offend some consumers, especially when used in more untargeted media.

Generally, Advertisers should avoid showing weapons pointing directly at the reader or guns that look as if they have just been fired.

Yell reserves the right to decline, suspend or cease to publish any Advertisement or part of any Advertisement, or suspend any Service, immediately and without prior notice in accordance with Clause 7 of Yell’s Advertising Terms & Conditions.

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

  1. No advertising is permitted for Massage Parlours or Escort Agencies or those that offer ways of obtaining sexual gratification in any Yell product;
  2. No images of full-frontal nudity shall be permitted;
  3. No advertisements that promote discrimination on the grounds of a person’s religion, race, sex, disability, or sexual orientation or age.

4. Honest & Truthful

5. Rules applicable to Yell.com Advertising

Last updated on 13 April 2022