Advertising policy

Rules on accepting advertising for the Know

Contractually and as part of our policy, KCOM Group reserves the right (in our conditions & Acceptance of Advertisements) to refuse, amend, withdraw or otherwise deal with advertisements at our absolute discretion and without explanation. A contract only exists when we accept an advertisement from a person or company in writing.

KCOM Group reserve the right to refuse an advertisement if it is considered that the advertiser is seeking to gain unfair alphabetical positioning advantage in-classification e.g. by using combinations of numerals, spaces or single letters to form contrived names such as 000 11 AAA Services to force an advertisement to the front of a classification. KCOM Group may request evidence of a trading or company name if a query should arise and may also seek professional KCOM Group advice and approval on specific cases before accepting an order.

If more than one trading or company name is used in the same advertisement, the name that is shown most prominently is the name that will be used to sort the advertisement positioning in-classification. As a responsible, major business organisation, KCOM Group associates itself with the British Code of Advertising Practice (BCAP). BCAP covers advertisers, advertising agencies and media owners (in this case KCOM Group), but the main responsibility for observing its terms lie with the customer. Any advertisement appearing in a KCOM Group publication will reflect on our public image. So it is important to ensure all advertisements in The Know are legal, decent, honest and truthful. Advertisers should prepare them with a sense of responsibility, both to the consumer and to society, and conform to the principle of fair competition.

Alcohol

We do not accept advertisements for alcohol placed in Premium Positions within Know (outside back cover/inside back cover/spine etc). Within Know, copy must not encourage increased alcohol consumption. Manufacturers, wholesalers and retailers may feature brand names and logos in advertisements.

Approvals and Recommendations

Advertisers cannot include the words ‘FETA approved’ in their advertisements. The Fire Extinguishing Trade Association does not approve fire extinguishers or appliances.

Advertisers cannot use phrases such as ‘Police recommended ‘, unless they provide written confirmation from the Police of this.

Chat Lines

We do not accept advertisements from chat lines.

Composite Advertisements

KCOM Group will not accept advertisements which split existing advert size from the Rate Card and feature a number of non related advertisers e.g. a whole page divided in nine and re-sold (by a third party) or shared by individual advertisers.

Dating Services

We do not accept advertisements for dating services or agencies placed in Premium Positions within Know (outside back cover, inside back cover, inside front cover, spine etc).

Discounts

Statements such as ‘up to 45% discount’ can be misleading. So we do not accept advertisements with vague discount offers or limited discount offers which are not valid for the full life of Know. Any discount offers must include an expiry date.

Disparaging Adverts

We do not accept advertisements which criticise other products or services.

Foreign Adverts

We accept advertisements containing copy in a foreign language if the advertiser provides an English translation for checking. Advertisers offering goods or services of a foreign origin must follow any import or export regulations or any other restrictions.

Gambling Products & Services

We do not accept advertisements for any gambling products or services, including scratch cards.

Goods & Services

Copy in all advertisements must comply with the Trade Description Act 1968. The Act prohibits among other things, misleading statements about goods and services made in advertisements.

Medical Adverts

If a company advertises medicines, medical treatments and appliances, they must strictly follow the British Code of Advertising Practice.

We accept advertisements from those offering advice or treatment for medical conditions if they do not contravene any legal or professional ruling. However, they should only include a name, qualifications, address and telephone number, together with a brief description of the treatment they offer.

Official Announcements

We do not accept advertisements containing copy to simulate an official announcement.
The word ‘official’ is not permitted in advertising.

Political Adverts

We do not accept advertisements advocating or opposing any political, legislative or administrative change.

Premium Rate Numbers

We accept adverts that include premium rate and directory enquiry (118xxx) numbers, but they may be affected by ICSTIS’s (the Independent Committee for the Supervision of Standards of Telephone Information Services) rules.

The ICSTIS Code of practice states that advertisers must clearly state call charges within their advertisements. They should quote the price per minute, inclusive of VAT, or the total maximum cost of the call. The prices quoted should be relevant to the majority of callers, and if necessary they should quote the network they apply to. Advertisers should also include the warning statement ‘rates may be subject to change’ or a statement that explains the details are correct at the time of going to press (with the publication month and year quoted). For example, the following statement would be acceptable under ICSTIS guidelines: “Calls cost Xp per minute at cheap rate, Yp per minute at all other times. Prices apply from BT landlines, other networks’ charges may vary. (Rates may be subject to change, correct at date of publication, January 2007.)” The ICSTIS Code of Practice is available at www.icstis.org.uk

Premium Rate Promotions

We do not accept promotions which use premium rate numbers to get a response.

Religious Advertisements

We do not accept advertisements of a religious nature.

Price & VAT

We discourage advertisers from including prices in their advertisements, as it is unlikely they will remain the same for the life of Know, which is 12 months. If an advertiser insists on including a price, they must confirm in writing that they will keep the price the same for the life of the book. If the price is not ‘fixed’, the advertisement must show the word ‘from’ immediately before the price quoted. VAT rates are subject to variation and should not be specified in advertisements.

Professional & Trade Associations

Many professional and trade associations restrict or prohibit advertising by their members. Rulings vary considerably and we accept advertisements in good faith on the understanding that the members are acting in accordance with any restrictions.

Questionable Adverts

The Code of advertising Practice restricts, and we reject, any advertisement which are ‘likely to offend’, ‘in bad taste’, exaggerated’, ‘misleading’ or those put forward by an advertiser whose authenticity is in doubt. Illustrations or statements must not be suggestive or capable of misinterpretation. We only accept advertisements with nude or semi-nude figures if they are in good taste and directly relevant to the rest of the advert. The illustration must be simple and in outline or silhouette.

Racial Advertisements

We do not accept advertisements which may be considered racial in any way.

Reproduction of Bank Notes/Stamps Etc

Bank Notes – The exact reproduction of bank notes in advertisements, either in full or in part, is illegal without specific authority from the Bank of England.

Stamps – Advertisers must get approval from CAPC to reproduce postage stamps, Post Office forms, marks etc.

Royal Family

We do not accept advertisements with illustrations of the Royal Family.

Royal Warrant

We allow references to Royal Patronage or Royal Warrants, providing the statements are true and correct.

Sex Discrimination

Under the Sex Discrimination Act 1975 it is an offence for anyone to discriminate against either woman or man. Advertisements should always include an address and telephone number, with the exception of cross references.

Specific

We do not accept advertisements for activities that are illegal to minors, such as pornography and gambling. We also do not accept advertisements for online chat rooms directed at minors and chat line advertisements.

Statutes

In addition to statutory provisions there are certain common law rights which may also be relevant to advertising practices, such as libel, slanders of goods and slanders of title. The legal rules (both statutory and common law) governing advertising are extremely complicated. If necessary, Know will seek professional advice.

Tobacco

We do not allow any tobacco or tobacco related brands to advertise in Premium Positions within Know (outside back cover/inside front cover/spine etc).

 

Category & Classification Specific Policy

Architects

It is an offence under Architects Act 1997 Part IV 20(I) for non registerd people to describe themselves as ‘architects’.

Asbestos Removal

Advertisers offering asbestos removal must be licensed and advertisement should include their licence number.

Bookmakers

Advertisements from bookmakers should only include the name, address and telephone numbers of the company and the words ‘turf accountant’, ‘commission agent’ or ‘bookmaker’. The advertisement must not include the words ‘licensed betting office’.

Car Dismantlers

EU legislation classes ‘End of Life Vehicles’ (ELVs) as ‘hazardous waste’, so disposing of them has to be licensed in accordance with waste management legislation.

Although this legislation does not prevent non-registered car dismantlers from advertising, it is in their interest to state that they are registered. We accept terms such as ‘fully licensed’ or’ holders of a waste management licence’.

Chat Lines

We do not accept advertisements for chat lines.

Chemists

Only registered pharmaceutical chemists may use the term ‘chemist’, ‘pharmacist’ or ‘druggist’. They are not allowed to advertise their dispensing services, but they may advertise non-dispensing services e.g. photographic services.

Chiropodist/Podiatrist

A chiropodist (or podiatrist) diagnoses and treats disorders and deformities of the feet. Chiropodists or podiatrists must be registered with the Health Professions Council (HPC) to practice as one. The HPC advertising guidelines state:
“Any advertising you do in relation to your professional activities must be accurate. Any advertisements must not be misleading, false, unfair or exaggerated. In particular, you should not claim your personal skills, equipment or facilities are better than anyone else’s unless you can prove that this is true.” Further details are available from HPC’s website at www.hpc-uk.org. Advertisers are encouraged to visit this site before purchasing an ad.

Chiropractors

Chiropractic is a primary health-care profession that specialises in the diagnosis, treatment and overall management of conditions that are due to mechanical dysfunction of the joints, particularly those of the spine, and their effects on the nervous system.

The profession has statutory regulation through the General Chiropractic Council (GCC). It is illegal to practise as a chiropractor without being registered with the GCC (www.gcc-uk.org). WE REJECT ANY ADVERTISEMENTS OF A DUBIOUS NATURE FOR IMMEDIATE CANCELLATION.

Nursing Homes

Under the Nursing Homes Act (1975) any establishment describing itself as a ‘nursing home’ must be registered with the appropriate District Health Authority.

If a residential or retirement home registers with the Social Services, it does not qualify them as a nursing home. Advertisements promoting ‘residential’ or ‘retirement homes’ are not allowed to incorporate nursing qualifications or reference to medical care unless they are registered nursing homes.

Occupational Therapy

An occupational therapist uses specific activities to limit the effects of disability and promote independence in all aspects of daily life. Occupational therapists must be registered with the Health Professions Council (HPC) to practise as one. The HPC advertising guidelines state:
“Any advertising you do in relation to your professional activities must be accurate. Any advertisements must not be misleading, false, unfair or exaggerated. In particular, you should not claim your personal skills, equipment or facilities are better than anyone else’s unless you can prove that this is true”. Further details are available from HPC’s website at www.hpc-uk.org and advertisers are encouraged to visit this site before purchasing an advert.

Opticians

It is an offence under the Opticians Act 1985 for non-registered people to describe themselves as ‘opticians’.

Osteopaths

Osteopathy is a way of detecting and treating damaged parts of the body such as muscles, ligaments, nerves and joints. Osteopaths must be registered with the General Osteopathic Council (GosC) to practise as one. The Osteopaths Act gives businesses the right, once registered, to call themselves an osteopath, and to practice as one. You can get further details from the GosC at www.osteopathy.org.uk

Patent Agents

Members of the Chartered Institute of Patent Agents are not allowed to advertise. This restriction does not apply to non-members.

Physiotherapist (Or Physical Therapist)

A physiotherapist deals with human functions and movement and help people to achieve their full physical potential. They use physical approaches to promote, maintain and restore wellbeing. Physiotherapists must be registered with the Health Professions Council (HPC) to practice as one. The HPC advertising guidelines state:
“Any advertising you do in relation to your professional activities must be accurate. Any advertisements must not be misleading, false, unfair or exaggerated. In particular, you should not claim your personal skills, equipment or facilities are better than anyone else’s unless you can prove that this is true”. You can get further details from the HPC’s website at www.hpc-uk.org. Advertisers are encouraged to visit this site before purchasing an ad.

Pregnancy Test Service

The Code of Advertising Practice committee issued a list of ‘approved pregnancy testing laboratories’. Any advertiser who wishes to refer to pregnancy testing in an advertisement must appear on this list.

Solicitors

Under the Financial Services and Markets Act 2000, firms of solicitors that wish to engage in mainstream investment business activities need direct authorisation from the Financial Services Authority (FSA). The Law Society is a designated professional body under the 2000 Act. It enables firms of solicitors not authorised by the FSA to offer a limited range of investment services to clients if the services are an incidental part of the professional services being offered to those clients. Further information is available from either the FSA (www.fsa.gov.uk) or The Law Society (www.lawsociety.org.uk).

Speech Therapists (Or Language Therapists)

A speech and language therapist assesses, treats and helps prevent speech, language and swallowing difficulties. Speech and language therapists must be registered with the Health Professions Council (HPC) to practice as one. “Any advertising you do in relation to your professional activities must be accurate. Any advertisements must not be misleading, false, unfair or exaggerated. In particular, you should not claim your personal skills, equipment or facilities are better than anyone else’s unless you can prove that this is true”. Further details are available from HPC’s website at www.hpc-uk.org. You should encourage advertisers to visit this site before purchasing an advert.

Taxis/Car Hire/Mini Cabs

The Local Government (Miscellaneous Provisions) Act 1976 Part II empowers councils to licence Private Hire operations, and also control the operation of licensed Hackney Carriage (Taxi Cabs). In areas where the council has adopted the provision of the Act, it is the advertiser’s responsibility to correctly advertise the business operated.

In areas affected by County Council Acts restricting private hire and taxi operations, advertisers using the word ‘taxi’ or ‘cab’ in their adverts must either:
Hold a Hackney Carriage Licence and sign any new or renewal orders as ‘Licensed’ above the customer signature, or:
Ensure the advertisement contains the words ‘not licensed hackney carriages’ or ‘not licensed cabs’.

Telegram Greeting Services

Advertisements must not contain anything that is likely to cause offence or be considered in bad taste. Illustrations must not be suggestive or open to misinterpretation.