Fiducia TogetherAdvertising rules
What you can and cannot say in an advert. Self-regulated, and enforced.
Please note: This page explains what a term means. It is general information, not legal, financial, tax or investment advice, and it does not know anything about your business. Before you sign, file or commit to anything, check it with an accountant, a solicitor, or the official guidance we link to.
What it means
Advertising in the UK is regulated by the ASA against the CAP Code for non-broadcast and the BCAP Code for broadcast. Claims must be legal, decent, honest and truthful, and substantiated.
Why it matters
Rulings are published with the company named, and they are one of the first things a search turns up. The ASA can also refer persistent offenders to Trading Standards.
What it looks like in practice
Comparative claims need evidence held before publication. Price claims, "free", "up to", environmental claims and testimonials all have specific rules.\n\nInfluencer and affiliate content must be clearly identifiable as advertising — #ad, prominently.
What to watch out for
Green claims. The Green Claims Code and the CMA have both targeted vague environmental marketing, and "eco-friendly" with nothing behind it is a live enforcement area.
Where to get proper advice
The CAP Copy Advice service is free and fast, and will tell you before you publish whether a claim is acceptable.
Where to read more
Last reviewed 2026-08-28 by Fiducia Together · Next review due 2027-08-28
Please note: This page explains what a term means. It is general information, not legal, financial, tax or investment advice, and it does not know anything about your business. Before you sign, file or commit to anything, check it with an accountant, a solicitor, or the official guidance we link to.