{"id":195016,"date":"2025-11-16T22:25:14","date_gmt":"2025-11-16T22:25:14","guid":{"rendered":"https:\/\/legalvision.co.uk\/?p=195016"},"modified":"2026-07-09T06:01:22","modified_gmt":"2026-07-09T05:01:22","slug":"rules-when-advertising-business","status":"publish","type":"post","link":"https:\/\/legalvision.co.uk\/data-privacy-it\/rules-when-advertising-business\/","title":{"rendered":"What Rules Must I Follow When Advertising My Business?\u00a0"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Advertising in the UK is regulated by a mix of legislation and self-regulatory codes. The main rules sit in the Digital Markets, <em>Competition and Consumers Act 2024<\/em>, the Business Protection from Misleading <em>Marketing Regulations 2008<\/em>, and the CAP and BCAP Codes. Adverts must be accurate, clear and backed by evidence. The Advertising Standards Authority enforces the codes and can order content to be withdrawn or amended. The Competition and Markets Authority enforces the law directly and can fine businesses up to 10% of worldwide turnover. Extra rules apply to influencer marketing, online reviews, and direct marketing that uses personal data. This article presents some key examples of advertising rules in the UK and highlights important compliance areas to help businesses navigate regulations and manage risks. Given that advertising law is broad and complex, businesses should seek tailored legal advice before launching each advertising campaign to help ensure compliance and mitigate risk.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Legal and Regulatory Framework Governing Advertising<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/legalvision.co.uk\/regulatory-compliance\/consequences-misleading-advertising\/\">Advertising in the UK<\/a> operates under both legal and industry codes:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Digital Markets, Competition and Consumers Act 2024 (DMCCA):<\/strong> This Act governs consumer-facing advertising and marketing activity. Its rules include necessary prohibitions regarding misleading actions, misleading omissions, aggressive practices and failures to act with professional diligence.&nbsp;<\/li>\n\n\n\n<li><strong>Business Protection from Misleading Marketing Regulations 2008 (BPRs): <\/strong>These also govern business-to-business advertising.&nbsp;<\/li>\n\n\n\n<li><strong>UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code):<\/strong> This applies to non-broadcast marketing and the UK Code of Broadcast Advertising (BCAP Code) sets the standards for television and radio advertising under Ofcom\u2019s co-regulatory framework. Both codes require accuracy, clarity and evidence to support advertising claims.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Certain sectors (such as financial services, healthcare, pharmaceuticals, gambling, and food) also have additional <a href=\"https:\/\/legalvision.co.uk\/franchising\/legal-considerations-advertising-franchise-opportunities\/\">advertising rules<\/a> to follow. Businesses trading in these areas should obtain sector-specific legal advice.<\/p>\n\n\n\n<div  class=\"box box--icon box--info\">\n    <p>The Advertising Standards Authority (ASA) enforces the CAP and BCAP Codes through a self-regulatory system. It reviews complaints and monitors online advertising. Although the ASA cannot impose fines, it can order advertisers to withdraw or amend non-compliant content and refer serious breaches to the Competition and Markets Authority (CMA), Trading Standards, or Ofcom.<\/p>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The CMA can enforce the DMCCA rules directly and may impose financial penalties of up to \u00a3300,000 or 10% of a business\u2019s global turnover for engaging in practices which breach consumer protection laws. It can impose additional daily fines for ongoing breaches and pursue criminal prosecution in severe cases.&nbsp; Trading Standards and other regulators (such as the Financial Conduct Authority) also hold enforcement powers in their sectors. As such, it is vital for businesses to prioritise compliance with applicable advertising law to avoid enforcement risk.&nbsp;<\/p>\n\n\n\n<div  class=\"box box--icon box--idea\">\n    <blockquote><p><em>The riskiest advert is the one nobody checked. Under the new regime the CMA fines you directly, so a quick compliance review before launch is the cheapest insurance you have.<\/em><\/p><\/blockquote>\n<p>Kristine Biason, Practice Leader, LegalVision<\/p>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Important Areas of Legal Compliance<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">While advertising rules are broad and complex, the following are examples of common compliance focus areas.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Advertising on Social Media and Influencer Marketing<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/legalvision.co.uk\/startups\/key-legal-considerations-social-media-grow-business\/\">Social media platforms<\/a> are now major advertising channels. Influencer marketing must follow strict rules, including rules governing payments, gifts, commissions and other benefits. Businesses that work with influencers are responsible for ensuring the content complies with advertising law. Influencers must clearly and prominently identify advertising using labels such as \u201cAd,\u201d \u201cAdvertisement,\u201d or \u201cPaid Partnership.\u201d&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Businesses should further require their influencers to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>provide evidence for claims;<\/li>\n\n\n\n<li>avoid exaggeration; and&nbsp;<\/li>\n\n\n\n<li>comply with platform rules.&nbsp;<\/li>\n<\/ul>\n\n\n\n<div  class=\"box box--icon box--idea\">\n    <p>Written agreements with influencers are vital and can serve to help control messaging and ensure compliance by specifying disclosure obligations, content standards, and approval procedures.<\/p>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Reviews and Endorsements<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Businesses must not manipulate consumer reviews. They must not:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>post fake reviews;<\/li>\n\n\n\n<li>remove genuine negative feedback; or&nbsp;<\/li>\n\n\n\n<li>conceal the fact that reviews were incentivised.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Businesses should take reasonable steps to detect and remove fake reviews. The DMCCA makes it an offence to submit or commission fake reviews, publish reviews in a misleading way, or fail to verify them adequately. When reviews are incentivised, the business must disclose this.&nbsp;<\/p>\n\n\n\n<div  class=\"box box--icon box--info\">\n    <p data-sourcepos=\"220:1-225:102;16148-16616\"><strong>Key Statistics<\/strong><\/p>\n<ol>\n<li class=\"font-claude-response-body break-words whitespace-normal\" data-sourcepos=\"220:1-225:102;16148-16616\"><strong>Fines up to \u00a3300,000 or 10% of turnover: <\/strong>The CMA can fine businesses the greater of \u00a3300,000 or 10% of worldwide turnover for breaching consumer protection law.<\/li>\n<li class=\"font-claude-response-body break-words whitespace-normal\" data-sourcepos=\"220:1-225:102;16148-16616\"><strong>33,903 ads amended or withdrawn:<\/strong> The ASA and CAP secured the amendment or withdrawal of 33,903 UK ads in 2024.<\/li>\n<li class=\"font-claude-response-body break-words whitespace-normal\" data-sourcepos=\"220:1-225:102;16148-16616\"><strong>\u00a323 billion of spending influenced by reviews:<\/strong> The CMA estimates online reviews potentially influence \u00a323 billion of UK consumer spending each year.<\/li>\n<\/ol>\n<p class=\"font-claude-response-body break-words whitespace-normal\" data-sourcepos=\"227:1-227:12;16618-16629\"><strong>Sources<\/strong><\/p>\n<ul>\n<li>GOV.UK (Competition and Markets Authority), 2025<\/li>\n<li>Advertising Standards Authority, 2024<\/li>\n<li>GOV.UK (Competition and Markets Authority), 2025<\/li>\n<\/ul>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Wider Direct and Digital Marketing Rules&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Direct marketing (such as emails, SMS, or telephone campaigns) is often used for business growth but must comply with the UK GDPR (to the extent that it involves processing personal data) and the Privacy and Electronic Communications Regulations (PECR). Businesses must obtain valid consent to send consumers marketing (unless the soft-opt in exception applies) and must always offer a clear opt-out.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Digital and targeted advertising can often involve cookie-based and behavioural marketing, which carry their own strict legal rules and require transparency about personal data use&nbsp; and tracking. Advertisers must also respect individuals\u2019 privacy rights and strictly comply with data protection rules where personal information is involved.&nbsp;<\/p>\n\n\n\n\n<a href=\"#content-next\"\n   class=\"block p-4 mt-10 text-xl font-bold text-center text-white no-underline bg-gray-800 rounded-t-xl\">\n    Continue reading this article below the form\n    <i class=\"text-xl fa-regular fa-arrow-down\"><\/i>\n<\/a>\n<div class=\"px-6 pt-10 pb-12 mb-10 text-center bg-gray-100 rounded-b-xl sm:px-12 test\">\n    <div class=\"mb-8 text-2xl font-bold text-orange\">\n        Need legal advice?\n        <br>\n        <span class=\"text-lg not-prose\">\n                            Call <a href=\"tel:+448081968584\" class=\"not-prose\">0808 196 8584<\/a> for urgent assistance.\n                <br>\n                Otherwise, complete this form, and we will contact you within one business day.\n                    <\/span>\n    <\/div>\n\n    \n\n<div class=\"not-prose flex justify-center 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Regulators now scrutinise digital campaigns, influencer content and advertising material more closely, especially as it can be readily available online. Businesses should therefore obtain tailored legal advice from the outset to review their specific campaigns, prevent risk, ensure compliance and reduce exposure to enforcement or reputational damage.<\/p>\n\n\n    <div class=\"my-7 lg:my-10 border-y-2 border-gray-100 py-7 lg:py-10 flex flex-col sm:flex-row items-start gap-10\">\n                    <img decoding=\"async\" class=\"w-52 mx-auto my-0! rounded\" src=\"https:\/\/img.legalvision.com.au\/wp-content\/uploads\/sites\/4\/2023\/05\/01062251\/6-Key-UK-SaaS-Contract-Essentials.png\" alt=\"Front page of publication\"\n                 loading=\"lazy\" width=\"208\" height=\"298\">\n                <section>\n            <div class=\"text-2xl font-bold\">6 Key UK SaaS Contract Essentials<\/div>\n            <div class=\"body-text\">\n                <p>Launching a SaaS business? Download this free cheatsheet to understand key contract essentials, including IP, data, and liability management.<\/p>\n            <\/div>\n            \n\n<a href=\"https:\/\/go.legalvision.co.uk\/uk-saas-contract-essentials-guide.html\" class=\" block px-5 py-3.5 max-w-fit bg-orange button__hover transition rounded text-white font-bold text-lg no-underline uppercase leading-tight text-center\" target=\"\" rel=\"\">Download Now<\/a>        <\/section>\n    <\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\">Key Takeaways<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Advertising can help businesses grow and profit, but it brings legal obligations. There can be a range of important legal rules and codes of practice to comply with, depending on the relevant advertising campaign. Regulators can impose serious penalties for non-compliance, including heavy financial penalties under the DMCCA, adverse ASA rulings, reputational harm, and in severe cases, criminal prosecution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you need legal help with setting up an advertising campaign, our experienced <a href=\"https:\/\/legalvision.co.uk\/business-lawyers-lp\">commercial lawyers<\/a> can help as part of our LegalVision membership. For a low monthly fee, you can access lawyers to answer your questions and draft and review your documents. Call us today on <a href=\"tel:+448081968584\" class=\"AVANSERnumber dynamic-number\">0808 196 8584<\/a> or visit our <a href=\"https:\/\/legalvision.co.uk\/membership\/\">membership page<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Frequently Asked Questions<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What laws govern advertising in the UK?<\/strong> <\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The main rules sit in the <em>Digital Markets, Competition and Consumers Act 2024<\/em> and the Business Protection from <em>Misleading Marketing Regulations 2008<\/em>, alongside the CAP and BCAP Codes. Some sectors, such as finance and healthcare, face extra requirements.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>How much can the CMA fine my business for breaching consumer law?<\/strong> <\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The CMA can impose penalties of up to \u00a3300,000 or 10% of a business&#8217;s worldwide turnover, whichever is higher. It can add daily fines for ongoing breaches and pursue criminal prosecution in severe cases.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Do I need written agreements with influencers?<\/strong> <\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Yes. Written agreements help you control messaging and ensure compliance by setting out disclosure obligations, content standards and approval steps. You remain responsible for making sure influencer content follows advertising law.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What are the marketing rules for emails and texts?<\/strong> <\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Direct marketing by email, SMS or phone must follow the UK GDPR and the Privacy and Electronic Communications Regulations. You need valid consent, unless the soft opt-in applies, and must always offer a clear opt-out.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Advertising in the UK is regulated by a mix of legislation and self-regulatory codes. The main rules sit in the Digital Markets, Competition and Consumers Act 2024, the Business Protection from Misleading Marketing Regulations 2008, and the CAP and BCAP Codes. Adverts must be accurate, clear and backed by evidence. The Advertising Standards Authority enforces<a href=\"https:\/\/legalvision.co.uk\/data-privacy-it\/rules-when-advertising-business\/\">Continue reading <span class=\"sr-only\">&#8220;What Rules Must I Follow When Advertising My Business?\u00a0&#8220;<\/span><\/a><\/p>\n","protected":false},"author":5822,"featured_media":191792,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","editor_notices":[],"footnotes":""},"categories":[27],"tags":[20,496,2521,2522],"class_list":["post-195016","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-privacy-it","tag-small-business","tag-marketing","tag-advertising","tag-rules"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - 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