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.

2.3.1 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.

2.3.2 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:-

2.3.2.1 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)

2.3.2.2 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)

• 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.

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.

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.

Advertisements must appear under classification headings that 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.

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.
• Single advertisements are not made to look like multiple advertisements by use of the Yell format.
• Yell product copyright is not infringed.

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.

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.

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.

• The bookmark is positioned inside the front cover of the directory.
• A single bookmark is offered per edition, and is allocated on a first come first served basis, at Yell's discretion, on receipt of a signed order and cannot be reserved.
• There is no right to renew on this product.
• Advertiser messages appear on the front of the bookmark and Yell's own messages on the reverse.

• 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 /Wedding /Restaurants guides.

• 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).

• Coupons can either be in a standard template format produced by Yell, or "free-design", if the customer supplies their own artwork. They are also available in 4 ad sizes (1,4,6,12 coupons).
• All individual coupons regardless of format or ad size must always contain :-
  • One Customer Name/Logo
  • One Address where the coupon is to be redeemed or a web address (NB. Notwithstanding the requirement to include an address, Advertisers may authorise the publication of a coupon without an address on the condition that the Advertiser accepts liability for redemption of the coupons at any of its businesses which are identified in the Coupon).
  • One Telephone Number (landline or mobile)
  • Details of one offer NB. Multiple offers are not permitted within each coupon
  • Start and End date of offer
  • Standard Yell T & C's on reverse
  
  
• The positioning name (ie. the name that appears on the Coupon Index page) must appear in sentence case only.
• All coupons must be sufficiently descriptive so that it is clear to the consumer what the business does and what the offer is. See below examples of acceptable and non-acceptable coupon offers:-
  
  

  Company Name	Offer
  J. Smith	10% off all plastering work
  J. Smith Plasterers	10% off all work
  J. Smith	10% off all work
  The Beach	10% off sunbeds block booking
  The Beach	10% off a block booking
  L & C Installations	10% of all electrical work over £100
  L & C Installations	10% of all work over £100

  
  
• Multi-Coupon advertisements (4,6,12 coupons) may feature different business/trading names on the individual coupons, providing that the offers are all relevant to the chosen business sector.
• All coupons must have their content confirmed by the advertiser prior to publication. Failure to receive confirmation from the advertiser, will result in the coupon being cancelled by Yell.

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

3.8.5.1 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.

3.8.5.2 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.

• Loose inserts are delivered, enclosed within the polybag wrapping 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

• 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.

• 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 must contain a separate, visible, statement on the first page of the advertisement stating the organisation the content has been provided by, and contact details for that supplier e.g. "All material in this guide was provided by xxxx. If you have any queries about anything contained in this guide please contact xxxxx as detailed below". A combination of email, website, telephone number & correspondence address details should be provided.
• 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.
• Pointer ads can only be booked in conjunction with Preface advertising. One Pointer ad is included as part of the Preface advertising package and will be placed immediately under the Classification Heading in one nominated classification.
• Pointer ads should be in the standard format and should refer to the preface advertising at the front of the directory.
• Top of Class Advertisements can be purchased independently from preface advertising. Only one slot is available for each classification, which is positioned immediately under the classification heading. The only exception to this rule is where a Pointer Ad appears (cross referencing back to a Preface Guide), or a Publishers information Tip appears, for legal/regulatory reasons. In the extreme case where a Publishers note, a Pointer Ad and a Top of Class Ad all appear under the same classification, they will appear in the following order:
  • Publishers Information
  • Pointer Advertisement
  • Top of Class Advertisement

• 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
  
  
• 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

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.