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 including the CAP Code.

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2. RULES APPLICABLE TO ALL YELL ADVERTISING

2.1 LEGAL

2.1.1 PROFESSIONAL SERVICES CLASSIFICATIONS

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 classification headings 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 titles 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
PHYSIOTHERAPISTS
PSYCHOLOGISTS (transitional period to May 2011)
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 advertise under this classification.

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 Services Authority's ("FSA") 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 classifications 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;
Credit Unions;
Debt Adjustment & Management;
Equity Release;
Financial Advisers;
Loans;
Mortgages;
Pawnbrokers.

Additional information, regarding content for adverts that constitute advertisements to which the CCAR applies, can be found on the Security & Credit List.

2.1.3 THE TOBACCO ADVERTISING & PROMOTIONS ACT 2002

Advertising of tobacco products is prohibited under the Tobacco Advertising and Promotions Act 2002. It is an offence to publish any advertisement if the purpose or effect is to promote a tobacco product.

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.

Therefore, advertisers under the "Tobacconists" classification 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, and other smoking accessories

2.1.4 GAMBLING ACT 2005

From 1 September 2007 it has been legal to publish in Great Britain (England, Wales and Scotland) a wider range of gambling advertisements than previously, including for casinos, gaming, betting, lotteries and internet gambling. However, all advertisements published (including in Northern Ireland) from 1 September 2007 must comply with new rules as set out by the CAP. Note that spread betting remains subject to separate Financial Services Act requirements.

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.

The main rules are that advertisements/marketing communications:

• should not portray, condone or encourage gambling behavior that is socially irresponsible or could lead to financial/ social/emotional harm
• should not 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
• should not 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
• should neither suggest peer pressure to gamble nor disparage abstention
• should not portray gambling in a context of toughness or recklessness
• should not be likely to be of particular appeal to children or young persons, and should avoid associating gambling with youth culture
• should not 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
• should not exploit cultural beliefs or traditions about gambling or luck
• should not encourage or condone criminal or anti-social behavior

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 OLYMPIC GAMES 2012

Suggesting that there is an association between the 2012 Olympic Games and an advertiser's goods or services is prohibited under the Olympic Symbol Protection Act 1995 and the London Olympic Games and Paralympic Act 2006. Useful information concerning the use of the 2012 Olympic Games brand can be found at www.london2012.com.

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 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 trademark, 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)

UNACCEPTABLE TERMS	ACCEPTABLE ALTERNATIVES
Angina	Circulatory Problems
Anorexia	N/A
Arthritis	Arthritic Pain
Blood Pressure (Low or High)	Circulatory Problems
Bronchial Congestion	Cough/Sinusitis
Bronchitis	N/A
Bulimia	N/A
Cancer	N/A
Cholesterol (High)	N/A
Chronic...	N/A
Circulation (Poor)	Circulatory Problems
Colic	N/A
Conjunctivitis	N/A
Depression	Emotional Problems/Inability to Relax/Feeling Down or Blue/Stress/Tension/Fears/Panic Attacks
Diabetes	Common Diabetic Foot Problems/Eye Health Check
Diverticulitis	N/A
Dizziness	N/A
Ear Disorders (Serious)	Earache/Glue Ear
Eating Disorders	N/A
Emphysema	N/A
Epilepsy	N/A
Erection Problems	Erection Improved/Libido(Low)/ Relationship Problems/Sexual Counselling
Erectile Dysfunction	Erection Improved/Libido(Low)/ Relationship Problems/Sexual Counselling
Eye Disorders (Serious)	N/A
Fits	N/A
Gastroenteritis	Diarrhoea/Stomach Upset
Gingivitis	Halitosis
Glaucoma	N/A
Gout	N/A
Haematoma	N/A
Hiatus Hernia	N/A
Heart Disease	Circulatory Problems (Local Minor)
Herpes Zoster	N/A
Hypertension	N/A
Impetigo	Skin Problems/Skin Problems (Stress Related)
Impotence	N/A
Infertility	N/A
Jaw Joint Dysfunction	N/A
Myalgic Encephalomyelitis (ME)	N/A
Multiple Sclerosis (MS)	N/A
Malaria	N/A
Menstruation (Regulation of)	Menstrual Pain/Pre Menstrual Tension/Pre Menstrual Syndrome/ Period Pain
Migraine	Headaches/Migraine Headaches
Muscular Dystrophy	N/A
Myopathy	N/A
Neurological Conditions	N/A
Obesity	Diet (Trouble Sticking to)/Weight Management/Weight Related Issues
Osteoporosis	N/A
Paralysis	N/A
Persistent...	N/A
Prostate Problems	N/A
Psoriasis	Skin Problem / Skin Problems (Stress Related)
Respiratory Disease/Conditions	N/A
Serious...	N/A
Sexually Transmitted Diseases	N/A
Shingles	N/A
Skin Disorders (Serious)	Skin Problem/ Skin Problems (Stress Related)
Spinal Injuries	N/A
Stroke	N/A
Thrush (Oral)	N/A
Tonsilitis	N/A
Ulcer (Gastric)	N/A
Undereating	N/A
Weight Loss	Weight Control/Weight Programme/ Weight Management (Programme)/ Weight Related Issues
Whiplash	N/A

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)

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
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
Tightening Capsules		N/A
Tooth whitening, Teeth whitening, Whiter smile, Brighter smile	Dentists, Beauty Salons & Consultants, Cosmetic Surgery (provided General Dental Council registrant performs the treatment).	N/A
Vistabel		Facial line softening/Treatments to improve appearance of fine lines & wrinkles

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

3.6 COUPONS

Coupon offers within the directory are restricted to offers of the following four (4) types and limited to one offer type per coupon:

1.    BOGOF type offer—"Buy X get X free"
Example—Buy one pizza get one free

2.    Money-off offer—"£X off next purchase or £X off a specific product/service"
Example—£10 off when you spend £50 or more on bedroom furniture

3.    Percentage-off offer—"X% off next purchase" OR "X% off a specific product/service"
Example—10% off when you book an MOT

4.    Introductory offer—"First X free when you book X"
Example—"First lesson free when you book five lessons"

The terms and conditions on the Coupons cannot be altered and Yell requires the name and address of the business, where the coupons can be redeemed, to be shown on the face of the coupons. 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.

3.7 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.

3.8 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.

3.9 MENU ADVERTISEMENTS

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

Advertisers are permitted to order menu advertisements in the designated menu classification for services offered in these classifications and area of the directory, provided that they agree to include wording that ‘Menu and Prices are subject to change’. Yell reserves its position to be able to add this wording to menu advertisements or amend wording in menu advertisements without prior approval of the advertiser to ensure that such wording is included.

All Menus are all full page, full process colour. No discount is given if this colour is not used.
The ‘menu’ must make up at least ¾ of the page. Other aspects of a business can be promoted in the remaining ¼ (such as outside catering).
Multiple addresses cannot be included unless the menu is applicable for all addresses listed.
Restaurant and Takeaway menus can be included but only if the establishment operates both services from the same address.
Multiple menu ads can be purchased, however these are sold as individual pages and Yell cannot guarantee that pages will appear together. Each menu should be designed as a stand alone piece.

3.10 SPINE ADVERTISING

Ad content is limited to the following:-

• Brand name or Trading name
• Official company logo
• Telephone Number–all Phonepayplus regulations apply
• Web address or Visitable address
• Strap line or basic product message

The following are not acceptable:-

• Photographs of people
• 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

3.11 FILLER ADVERTISEMENTS

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.

Disrepute
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).

3.12 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 so Bound Inserts shall be allocated on a first come first serve basis at our discretion on receipt of a signed order and cannot be reserved.
• Bound Inserts are not permitted to appear within the Insurance /Wedding /Restaurants guides.

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4. RULES APPLICABLE TO YELL.COM ADVERTISING

4.1 NAME

All Yell.com web advertisements, excluding netReach 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 Standard Business 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 section 4.9 below. PO Box and mailbox numbers are not acceptable.

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 advertisment without notice.

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 netReach advertisements do not require an address. An Advertiser's address will still be displayed on their Standard Business 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:

Advertiser Listing

Sponsored Listing

Advertisers wishing to suppress their address details will be required to contact Yell - via their Sales Consultant 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.

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

Advertisers cannot display premium rate telephone numbers in a Standard Business 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 listing 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 Listing. Pay-Per-Click keyword, and netReach 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 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. Pay-Per-Click keyword advertisements on Yell.com which promote or link to sites promoting or enabling gambling, gaming, betting, lotteries, prize draws or paid entry competitions are only acceptable within those classifications, keywords or any related classification or keyword as defined by Yell.

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.

4.5 DECENCY

Advertiser Listings 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 Group Plc brand, or the Yell Group Plc trademark.

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

Listings are ranked based upon the type of service purchased e.g. a Sponsored Listing or an Advertiser Listing, as well as its relevance to the search. The number of 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 Standard Business Listings on a search results page. Determination of relevance is at the sole discretion of Yell.

4.8 FOREIGN LANGUAGE ADVERTISMENTS

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 COMPOSITE ADVERTISEMENTS/BRANCHES

For Advertisers advertising across several branches, Yell.com offers a branch price for Advert Listing - Medium weight product. The Advertiser must have purchased at least one Advert Listing - Medium weight service as the main advertisement The Advertiser must meet the following criteria in order to qualify for this price:

• 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 or distribution agreement;
  
  

• All branches must:
  • Have different address details to the holding company or head office; and/or-
  • Have some of the characteristics below:

         i Employ staff who wear common business branded uniform;

         ii. use business branded vehicles;

         iii. have public liability insurance to operate their business from the address of the branch; or

         iv. comprise branch premises which are being leased, licensed or owned as the primary business address
             by the employee, sub-contractor, 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 brand 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.

4.10 INTERMEDIARIES

Yell may accept advertising from intermediaries or aggregators in the following products only: Pay-per-click, and Intermediary Advertiser Listings, 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.

4.11 ADVERTISEMENT CONTENT

Advertisement content, displayed in the Standard Advert Listing and Business Information Page, 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 Listing or a Business Information 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). To purchase a video, advertisers must first have a live Yell.com advert.

Logos used in all Yell.com advertisements must be Advertiser's company logo as used by Advertiser. 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 Advert or Sponsored Listings. 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 Listing from Yell.com. The Advertisers advertisment 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.

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5. RULES APPLICABLE TO 118 24 7 ADVERTISING

5.1 NAME

All advertisements must contain a trading name, which must be the normal trading name of the business.

5.2 ADDRESS

All advertisements must include a full address i.e. number/house name, street name, town and postcode.

The phrase "Withhold address" or "Do not give out address" can be entered alongside the search address. An advertiser can request that address information is not given out. Yell will make best endeavours to do this but can not guarantee the address will not be disclosed.

Yell reserves the right to disclose an address of a customer in the event that a consumer has a genuine dispute.

5.3 TELEPHONE NUMBER

All advertisements (including free listings) must include a telephone number, which allows voice to voice communication. Premium rate numbers are not permitted. For more information on what constitutes a premium rate number please contact Phonepayplus.

Phonepayplus is the industry-funded regulatory body for all premium rate charged telecommunications services. For more information about their guidelines please refer to their website www.phonepayplus.org.uk and follow the appropriate link.

5.4 CLASSIFICATION OF ADVERTISEMENTS

• All advertisements must only appear under classification headings that describe the actual product or service offered.
• Advertisers may promote other areas of business activity within a single advertisement, providing the overall emphasis is on the area specified by the classification heading.

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.

5.5 NUMBER OF ADVERTISEMENTS PER CLASSIFICATION

• Under normal circumstances, an Advertiser will require one advertisement per classification. However, an Advertiser may place more than one advertisement within the same classification ONLY where there is a legitimate reason for doing so, i.e.
  • When promoting different branches or brands
  • Where the company has different aspects to their business
  • Where individuals within partnerships or companies require different representation

5.6 FOREIGN LANGUAGE ADVERTISEMENTS

Foreign language content is not permitted on our 118 24 7 service.

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