Question 1

How can I contact Yell?

Accepted Answer

Live message – Click the Send Message Now button at https://yell.com/contactus/ to message our Customer Care team Mon-Fri 8am-5pm

Call us – Speak to a member of our team on 0800 555 444, Mon-Thu 9am-5pm, Fri 9am-4.30pm

Write to us – If you are a regulatory or enforcement agency, please send your request in writing to The Legal Team, Yell Limited, 3 Forbury Place, Forbury Road, Reading, Berkshire, RG1 3YL

Question 2

What can Yell products do for me and my business?

Accepted Answer

Yell offers a wide range of digital products to businesses of all sizes, large or small. Go to Yell Business to explore digital marketing services such as social media advertising, website design, pay per click advertising and tools such as a website checker to help grow your business online.

Question 3

What if I can't pay my bill?

Accepted Answer

Sorry you are having trouble paying your bill – we understand that circumstances sometimes change.

It is important you let us know as soon as possible, so that we can discuss your current situation.

Call our Customer Advisers on 0800 371 105.

See additional ways we can help on our billing and support page: https://support.yell.com/support/solutions/folders/77000283136

Question 4

What if I’m struggling with debt?

Accepted Answer

We appreciate that each business’s circumstances are different, and that struggling with debt can be stressful.

Please see the Government debt guidance for more information: https://www.gov.uk/debt-advice

Please call us on 0800 555 444 as soon as possible to discuss how we can work with you.

Question 5

What if I’m experiencing health challenges?

Accepted Answer

We appreciate that each person’s circumstances are different, and that struggling with your health, including mental health, can be a strain. If you have concerns, we suggest using one of the below resources:

For health and wellbeing support, please see: https://www.nhs.uk.

For mental health crisis or emergency, please see the NHS services: https://www.nhs.uk/nhs-services/mental-health-services/where-to-get-urgent-help-for-mental-health/.

For less urgent support: https://www.nhs.uk/nhs-services/mental-health-services/.

Question 6

Can I buy Yell products online?

Accepted Answer

Some Yell products are available to purchase online, via shop.yell.com. If your desired product is not shown on the online store, then please contact us.

Question 7

Online purchase FAQ

Accepted Answer

Can I buy Yell products online?
How do I pay for my online products?
What happens next, now that I have selected and paid for my Yell product?
How can I see my advert on Yell.com?
How do I check the performance of my Yell products and whether they are working for me?
How do I manage the products I purchase online?

Can I buy Yell products online?

Some Yell products are available to purchase online, via shop.yell.com. If your desired product is not shown on the online store, then please contact us.

How do I pay for my online products?

All purchases made via shop.yell.com are paid for via credit or debit card at the time of purchase. Monthly recurring charges will be charged to the credit or debit card used for the initial purchase as set out in our Advertising Terms and Conditions.

What happens next, now that I have selected and paid for my Yell product?

Once you have selected and paid for your Yell products via shop.yell.com, you will be asked to provide the content for your Yell products and then we will set your Yell products live within 24 hours. Products can then be managed via our online account, or via the Yell for business app.

Your advert will be displayed on Yell.com within 24 hours of purchase. To see your advert, simply search on Yell.com or click the link to your Yell.com profile via your online account.

How do I check the performance of my Yell products and whether they are working for me?

You can access analytics for your Yell products via your online account, or via the Yell for business app.

How do I manage the products I purchase online?

You can update the content of your Yell business listing via the Yell for Business app or your online Yell account.

Yell for Business app

Tap here to launch the Yell for Business app
Tap on Manage profile on the main app screen
On the Profile screen, you can add and edit your business details and links

Online Yell account

Log in to your Yell online account
Select Manage your profile page
If you have multiple business listings with Yell, then you will be prompted to select which listing to edit
Select from the Profile summary the content you wish to update

Question 8

I’ve just purchased a Yell product, what happens now?

Accepted Answer

Each digital marketing solution with Yell is built to suit individual business needs. During our onboarding process, we will send you a Statement of Work document via email. This document contains everything you need to know about your programme, including what happens next – please make sure you retain this for your records.

If for some reason you are unable to find it, please feel free to contact us so we can send it to you again.

Live message – Click the Send Message Now button at https://yell.com/contactus/ to message our Customer Care team Mon - Fri 8am-5pm.

Call us – Speak to a member of our team on 0800 555 444, Mon-Thu 9am-5pm, Fri 9am-4.30pm

If you have recently purchased Yell products online, click here for more information.

Question 9

8 tips to drive traffic to your website

Accepted Answer

1. Encourage friends, family, work colleagues and associates to visit your new website. Ask them for feedback and encourage them to share it with their friends and family. You might consider offering a local ‘friends & family’ or ‘first-time customer’ discount to drive early engagement and conversion.

2. Set up / claim and optimise your Google Business Profile (GBP). Keep your content fresh e.g. update your opening hours and services, answer FAQs, upload new images & videos. Add your website address to GBP along with compelling reasons to visit your site. Aim to post at least once a week.

3. Request & respond to online customer reviews on Google, Yell.com and other reviews platforms relevant for your trade/industry. Responding appropriately and within good time sends signals to search engines that you deliver a good end-to-end customer experience. It’s a good idea to showcase new customer reviews/ratings on your website to instil trust and drive conversion.

4. Set up social media accounts like Facebook and post unique, shareable content regularly Add a link to your website. Announce the launch of your new website on your social platforms. Aim to post relevant content on your specialist subject, authored by you. Add a website link back to the relevant page of your site on posts and promote compelling reasons to visit. Add hashtags to posts to increase relevance, targeting specific keywords and locations. Why not run a competition? First 10 replies to the post get X% off or Free X. Acknowledge and respond to customer’s engagement / posts in good time to deliver the best customer experience.

5. Drive trusted, relevant, authoritative links to your website. Ask partners/ suppliers/ clients you work with to add backlinks from their site to yours eg: citing you as a trusted partner or preferred supplier. Post to other relevant trade/industry/local forums and blogs and include links back to your website when it’s relevant to encourage more traffic – but don’t spam, that gives a poor user experience, and can be a negative ranking factor in search results.

6. Promote your website address offline & online to drive more traffic, for example on the end of your email signature / company van / shopfront / posters/ leaflets / business-cards / office stationery.

7. Keep your website pages updated and aim to add new fresh, relevant content regularly to attract new visitors and provide reasons to repeat visit. Regular updates send signals to search engines that you’re an active and your pages are relevant to return to answer users' queries. Updates need to be a substantial – changing a few words here and there will not qualify as an update – aim to add value: new, rich, engaging content that’s helpful, relevant and compelling.

8. List and promote your business Name, Address & Phone (known as NAP) consistently online. This is important information for your visitors and helps build basic 'trust' ranking signals, helping search engines authenticate you are a UK-based business. It also helps search engines affiliate your overall online presence and reputation, which informs your website pages ranking power. Promote your trading NAP consistently on every page of your website and on all online platforms for the best chance of being found, trusted and chosen for all your products / services.

Question 10

10 ideas for valuable content to add to your website

Accepted Answer

1. Showcase your latest customer reviews and ratings.

2. Add an eCommerce functionality – consider selling items like online gift cards for your services, if you don't sell physical products.

3. Update visitors on a new service, specialism, accreditation, partnership or team updates.

4. Showcase your latest projects; before & after pictures, describe the work and customer benefits you delivered, cite the date + location, link to the associated online customer review.

5. Promote your Top 10 best-sellers so far in 2023.

6. Promote seasonal offers with offer end dates to drive urgency and conversion.

7. Promote your latest Social counts eg: 500 Facebook followers / 1000 likes + counting! Add a Call-to-Action, promote a reason to engage with you on social media.

8. Report on the latest wider trade/industry news that affects your customer base, add external links to trusted, authoritative sources for more information.

9. Blogging is a great way to demonstrate your business's 'Expertise, Authoritativeness and Trustworthiness' (known as E-A-T, a key Google quality metric). This also provides your website with fresh new content to help attract new customers and drive repeat website visits.

10. Keep a close eye on your local competitors – be sure to highlight key reasons for potential customers to choose your business on every page in relation to each product and service that you offer.

Remember - Our Customer Care team are here to help you make updates to your website.

Question 11

How do I check the analytics for my programme?

Accepted Answer

Yell provides performance analytics for all paid programmes, all of which are accessible through your online account, or through the Yell for Business app.

Online account

Click or tap here to log in to your online account.

You will find the performance of your programme within the Analytics section of your online account where you can drill into specific performance metrics measured for each product.

For Yell.com and Smart Performance, we measure Impressions, Activities, Clicks and Calls. Details of what these metrics mean can be found within the Analytics section. Where call tracking has not been set up, you can contact us for help in getting set up.

Each of our other products offer their own suite of analytics that you will find useful in keeping track of the performance of your overall Yell programme.

Yell for Business app

Click or tap here to launch or download the Yell for business app.

Once you have logged in to the app, follow the simple steps below to view your analytics:

Question 12

Online purchase next steps

Accepted Answer

Once you have selected and paid for your Yell products via shop.yell.com, you will be asked to provide the content for your Yell products and then we will set them live within 24 hours. Products can then be managed via our online account, or via the Yell for business App

Question 13

How do I cancel my Yell advertising or product?

Accepted Answer

We're sorry that you are thinking of leaving Yell.

If you have paid advertising, please let us know why you would like to leave so we can discuss your options by calling a member of our Customer Care team on 0800 555 444, Mon-Thu 9am-5pm, Fri 9am-4.30pm. 

If you only have a free listing, please message us by clicking here.

Question 14

When can I cancel my Yell contract?

Accepted Answer

When you purchase a product or advertising from Yell you are signing up to a minimum contract term.

The minimum terms for Yell products are:

Yell.com, Reputation Manager, Websites, Stores and Videos - Contracts for these products run for a 12-month minimum term and then continue monthly thereafter.

Smart Performance, PPC, PPC Plus, Display and Social Adverts - these products have a 6-month minimum term contract period which continues monthly thereafter.

PPC Premium - PPC Premium contracts run for a 4-month minimum term and then continue monthly.

Total Marketing Packages, Presence Packages, Promotion Packages - Contracts for these packages run for a 12-month minimum term and then continue monthly thereafter.

If your minimum term has passed and you wish to cancel your contract, please call our Customer Care team on 0800 555 444, Mon-Thu 9am-5pm, Fri 9am-4.30pm.

Question 15

Dissatisfied with Yell's products or service

Accepted Answer

We are sorry to hear that Yell did not meet your expectations. Your feedback is important to us and we want to try and put things right for you.

The best way for you to raise your complaint is to contact a member of our Customer Care team:

Live message – Click the Send Message Now button at https://yell.com/contactus/ to message our Customer Care team Mon-Fri 8am-5pm

Call us – Speak to a member of our team on 0800 555 444, Mon-Thu 9am-5pm, Fri 9am-4.30pm

Or, you may write to us at: Yell, 3 Forbury Place, Forbury Road, Reading, Berkshire, RG1 3YL, United Kingdom.

Question 16

Yell Social Media and Messaging Guidelines

Accepted Answer

These guidelines aim to help create a safe environment on all social media channels and messaging platforms owned and/or operated by Yell. We request that anyone engaging with us or other members of the community on our social media channels and/or messaging platforms shows courtesy and respect for our employees and all other members of our social media communities, and agrees to follow these guidelines.

We ask both consumers and customers to abide by these guidelines. Any comments about Yell must be based on a genuine, direct, first-hand experience with us. For clarity, our definition of an experience is where you have been actively engaged as part of a buying process or delivery of our services.

Posts, comments and messages must not:

contain content which may be considered defamatory, libellous or malicious about Yell, its employees and/or representatives or other organisations or groups;
be intentionally or unintentionally false, misleading, deceptive, inaccurate, incorrect, unreliable or off-topic;
contain content that is discriminatory, offensive, threatening, abusive, obscene, hateful or inflammatory. This includes (but is not limited to) the use of profanities; prejudiced comments; and/or hate speech;
breach copyright or other intellectual property rights, for example by: i) using Yell’s or someone else's images or written content without permission; or ii) failing to give acknowledgement where permission has been given to reproduce something;
include accusations against a named person such as a Yell employee;
detail personal information such as full names, email addresses, mailing addresses or phone numbers of individual members of staff, or any other individual;
contain any competitor advertising or promotion;
promote any aims, ideals or agendas;
breach any of the terms of any of the social media platforms themselves; and/or
contain links to inappropriate content and/or content that breaches any of the above terms.

Comment responses and moderations

We aim to respond to your comments and messages across our social media channels within 3 hours (8am - 6pm Monday to Friday on a business day).
There are filters on some social media platforms to hide obscenities, and we will also use our own discretion to hide or delete comments where they contravene these guidelines.
There are filters on our messaging platforms designed to identify obscenities, and we will use our own discretion to establish whether these comments contravene these guidelines
We may block users from our social media channels and/or messaging platforms if their comments breach our guidelines, and we may contact people by private message to advise them of this and highlight our guidelines to them.
We reserve the right to send any comments to law enforcement authorities for investigation as we feel necessary or as required by law.

These guidelines apply to all Yell's social media channels including, but not limited to @Yell & @YellBusiness Facebook Pages, @Yell, @YellBusiness & @YellSupport Twitter accounts, @Yell LinkedIn company page, @Yellcom & @YellBusiness Instagram profiles, and @Yell & @YellBusiness YouTube channels.

These guidelines apply to Yell’s messaging platforms including Yell Messaging and Yell Service Messaging.

Question 17

Notice and Takedown Policy

Accepted Answer

We do not edit, pre-vet or review any third-party material we display but as a responsible publisher, Yell respects the legitimate rights of copyright and other intellectual property owners. We therefore operate a notice and take-down procedure for alleged infringement as detailed below.

Please be aware that providing false or misleading information in a notification may result in civil and/or criminal liability.

Notice and procedure for making claims of copyright infringement

NOTE: THE FOLLOWING RELATES EXCLUSIVELY TO NOTIFYING US THAT YOUR COPYRIGHT MATERIAL MAY HAVE BEEN INFRINGED. WE WILL NOT RESPOND TO ANY OTHER ENQUIRIES VIA THIS PROCESS.

If you believe that your work has been copied in a way that constitutes copyright infringement, you will need to send a written notification by email to ask.legal@yell.com including the following:

A signature (physical or electronic) of an individual authorised to act on behalf of the copyright owner;
A description of the copyrighted work;
A description of where the infringing material is located and where applicable, the URL(s);
Your full name and email address so that we can contact you;
You must agree to and include the following statements in the notification:
1. 'I believe in good faith that the use of the material in the manner complained of is not authorised by the copyright owner, its agent or the law'; and
2. 'The information in this notification is accurate, and under penalty of perjury, I am the owner, or an agent authorised to act on behalf of the owner, of an exclusive right that is allegedly infringed'.

Please include “Notice of Takedown Request” within the title/ subject field of your email.

Yell’s Legal Team will aim to send an acknowledgement of the report received within 48 hours (excluding weekends and bank holidays) and provide a full response within 7 working days. Where we deem it appropriate, we will take down or disable access to the material that is claimed to be infringing.

Notice and procedure for making claims of trademark infringement

NOTE: THE FOLLOWING INFORMATION IS PROVIDED EXCLUSIVELY FOR NOTIFYING US THAT YOUR TRADEMARK MAY HAVE BEEN INFRINGED. WE WILL NOT REPONSE TO ANY OTHER ENQUIRIES VIA THIS PROCESS.

If you believe your trademark has been infringed, you will need to send written notification by email to ask.legal@yell.com including the following:

Identification of the trademark(s) you allege have been infringed, including the registration number, if applicable;
A description of where the infringing material is located and where applicable, the URL(s);
Your full name and email address so that we can contact you;
You must agree to and include the following statements in the notification:
1. 'I believe in good faith that the use of the material in the manner complained of is not authorised by the copyright owner, its agent or the law'; and
2. 'The information in this notification is accurate, and under penalty of perjury, I am the owner, or an agent authorised to act on behalf of the owner, of an exclusive right that is allegedly infringed'.

Please include “Notice of Takedown Request” within the title/ subject field of your email.

Yell’s Legal Team will aim to send an acknowledgement of the report received within 24 hours (excluding weekends and bank holidays) and provide a full response within 7 working days. Where we deem it appropriate, we will take down or disable access to the material that is claimed to be infringing.

Notice and procedure for making claims of passing off

Yell does not review reports of passing off. You may want to consider seeking independent legal advice in connection with such matters.

Question 18

Yell’s Beauty & Cosmetics Guidance

Accepted Answer

Yell’s Advertising Policy (the “Policy”) is based on the UK Code of Non-broadcast Advertising, Sales Promotion, and Direct Marketing Practice (the “CAP Code”), which regulates online and non-broadcast advertising. The Advertising Standards Authority operates and enforces the CAP Code.

Yell’s Policy is intended to provide guidelines as to the type of Advertising that it permits and the standards it expects. Any Advertising must comply with all laws, statutes, and regulations that may apply to the products and/ or services that you purchase and the categories/ locations in which you wish to utilise them. Yell requires you to comply with the Policy.

Please be aware that if you add any Content to your Advertisement that is in breach of the Policy, Yell reserves the right to amend, decline, suspend, or cease to publish it or any part of it, immediately and without prior notice to you.

We recommend you always review the information available on the ASA’s website.

This article specifically provides guidance for businesses promoting beauty and cosmetic services.

If you want to review a specific topic, select it from the list below and it will take you to the relevant section.

TABLE OF CONTENTS

1. Efficacy Claims
2. Prescription Only Medicines (POMs)
3. Vitamin Injections
4. Botox
5. Anti-Wrinkle
6. Dermal Fillers
7. Anti-Ageing/ Anti-Ageing Treatments
8. Rejuvenation
9. Non-Surgical Face-Lifts
10. Fat Dissolving/ Freezing
11. Weight Loss Treatments
12. Body Wraps
13. Cryotherapy
14. Teeth Whitening
15. Hair Removal
16. Smoking, Stopping
17. Detoxing
18. Tattoo Removal

Content Guidelines

1. Efficacy Claims

Efficacy relates to the capacity for producing a desired result or effect, for example, a product's effectiveness. Where appropriate, you must hold clinical evidence of any efficacy claims and should ensure you do not exaggerate the effects of the product, either through implied claims, before and after photos, or post-production effects. You can find more information about this here.

2. Prescription Only Medicines (POMs)

POMs have to be prescribed by a doctor or other authorised health professional and have to be dispensed from a pharmacy or from another specifically licensed place. Websites offering POMs principally, those for clinics and pharmacies, should primarily offer the consultation service rather than the POM itself. Websites, which offer POMs may provide information about those POMs but only in the context of the product being offered as a possible treatment option following that consultation. The offering of a "consultation" in the first instance is paramount because the POM should not be referenced (directly or indirectly) on the home page of a website or in logos, testimonials, and hover text.

POMs include, for example, Botox (as further detailed below), Vistabel, Dysport, Bocouture, Azzalure, Saxenda, Ozempic, Liraglutide, Semaglutide, Rybelsus (Skinny Jabs, Skinny Pills), Aqualyx, lipostabil lipodissolve, intravenous or injectable vitamins, anabolic Steroids, tramadol, flab jab and antibiotics (this list is not exhaustive) are prohibited in any Yell product.

Products that are either medicinal by function (the product contains one or more active medicinal ingredients) or medicinal by presentation (the product is presented as being able to treat or prevent disease or correct, restore, or modify physiological functions) should not be advertised to the public unless you hold a valid, licence, registration or marketing authorisation and the claims in the marketing communication conform to that licence/ registration/ authorisation. You should refer to the Medicines and Healthcare Products Regulatory Agency (MHRA) for advice.

Whilst we cannot advertise POMs to the public, you are permitted to promote a consultation with a medical practitioner/ someone suitably qualified to discuss any medical problem.

For a basic guide on POMs, please see here.

3. Vitamin Injections

As set out in Section 2, injectable vitamin D and injectable vitamin B12 are prescription-only medicines that cannot be advertised to the public. The promotion of these is therefore prohibited in any Yell product.

We recommend the following phrases instead: “the consultation for Vitamin Boosters/ Vitamin Injections/ Vitamin IV” on your own website.

For a basic guide on POMs, please see here.

4. Botox

As set out in Section 2, Botox is a prescription-only medicine and it must not be directly or indirectly advertised to the public. This rule extends to posts on your own social media pages.

Whilst reference to these POMs and POM treatments are prohibited, a reference to a consultation on the area of treatment is likely to be acceptable provided that reference is representative of the licence for that POM. For example, the claim “a consultation for the treatment of lines and wrinkles” (for POM injectables like Botox) or “a consultation for the treatment of erectile dysfunction” (for POM Ed treatments like Viagra), is likely to be considered acceptable in Advertisements, provided the POM itself is not referred to (directly or indirectly).

The offering of a “consultation” in the first instance is paramount because the name of the POM shouldn’t be referenced in any Advertisement on Yell Marketplace.

On this basis, the Policy also prohibits the use of the following phrases: Wrinkle Relaxer/ Relaxing, Muscle Freezing, Muscle Inhibitor, and Muscle Relaxant.

Recommended phrases include, for example, facial line softening, treatments to improve the appearance of fine lines and wrinkles, or consultation for fine lines and wrinkles.

Therefore, there should be no reference to a POM in any Yell product on the home page of a website, on logos, in testimonials, hover text, or any small print at the bottom of the home page should not refer to a POM or directly links consumers to a page where it is referred to. Price lists included on a website shouldn’t include product claims or encourage viewers to choose a POM based on the price.

Hyperhidrosis

Hyperhidrosis, or excessive sweating, is sometimes referred to in Advertisements for clinics offering Botox or other botulinum toxin injections. The ASA views virtually any reference to Botox and other POMs as a breach of rule 12.12. References to treating "excessive sweating" (hyperhidrosis) or any of the other conditions for which POMs may be indicated, may be unacceptable if they are considered an indirect promotion of POM's medicine. However, provided no reference to Botox is made in Advertisements, it may be acceptable to refer to a "consultation for hyperhidrosis".

See Beauty and Cosmetics: Botulinum toxin products and Hyperhidrosis.

5. Anti-Wrinkle

If you offer both ‘prescription-only’ treatments like Botox and ‘non-prescription-only’ treatments like fillers, this might be acceptable – but you must ensure that nothing else in the Advertisement implies that the term “injections” refers exclusively to Botox.

As an example, if you say you offer “anti-wrinkle injections and fillers”, this suggests that the “injections” refer to Botox. The ASA would therefore recommend referring to “anti-wrinkle injections” or “anti-wrinkle treatments” as a collective term for both the ‘prescription-only’ and ‘non-prescription-only’ treatments.

If you only offer ‘prescription-only’ treatments, the ASA advises against “Anti-wrinkle injections”, as this is likely to be seen as an implied Advertisement for a ‘prescription-only medicine’.

If you only offer ‘non-prescription-only’ treatments like fillers and don’t administer Botox at all, then the claim “anti-wrinkle injections” is likely to be acceptable.

For further information on this, please see here.

6. Dermal Fillers

The ASA accepts that some cosmetic products can help to give skin a more youthful appearance by temporarily reducing the appearance of fine lines and wrinkles. The ASA accepts similar claims for “lip fillers”/ “dermal fillers”, such as Collagen, Restylane, and Perlane, that can be injected under the skin.

You may refer to fillers as capable of temporarily reducing the appearance of fine lines and wrinkles but should not suggest either that treatment can cure or rejuvenate skin or that lines and wrinkles will be permanently eliminated. Unqualified claims, such as “wrinkle reduction”, are unlikely to be acceptable.

You can include alternative phrases such as “to improve/reduce the appearance of fine lines and/or wrinkles”, or “facial line softening or plumping”.

For further information on this, please see here.

7. Anti-Ageing/ Anti-Ageing Treatments

It would be difficult to prove that a face cream had an “anti-wrinkle” or “anti-ageing” effect (that it could remove wrinkles or reverse ageing), referring to cream as an “anti-ageing” cream in a context that explained the effect was only temporary or worked only on the appearance of wrinkles is likely to be acceptable.

Claims that laser treatment can remove wrinkles and the signs of ageing, or that the treatment is safe or painless are not generally accepted by the ASA. It is also recommended that you avoid implying that the lasers can remove fine facial lines and wrinkles permanently. It is accepted that some lasers can offer a limited improvement to or lighten the skin under the eyes – although it is understood that the effect is unpredictable and at worse, could make the condition worse.

Advertisements should make clear that the effect will be temporary (for example, “could temporarily lighten”) and you should be able to show that the lasers you use are proven to be effective for the specific condition described.

Therefore, claims such as “temporary effects,” the “appearance of lines and wrinkles,” or “nourishing [or “plumping”] the skin with moisture” are generally accepted by the ASA.

Other acceptable claims include “reduce (or improve) the appearance of ageing skin”, “reduce the visible signs of ageing”; “appear younger/more youthful”; “ageing skin”; “facial line softening”; “temporary facial tightening or toning”; and “cosmetic enhancements.”

Mesotherapy is a cosmetic therapy that can improve dull, tired-looking skin and superficial wrinkles. It can also help to improve sluggish blood circulation, aiding the body to flush out ageing toxins. There are two types or Mesotherapy - prescription only and non-prescription only. Where it is prescription only, you must not advertise it to the public.

See here for more guidance on moisturisers, anti-ageing creams, exfoliators, and here for general cosmetic face creams guidance.

8. Rejuvenation

You should not use unqualified claims such as “cure” or “rejuvenate”. The ASA recommends against other claims that are comparable with “rejuvenate” or, in context, could imply a significant physiological effect. You can, for example, potentially use these terms when talking about the appearance of skin (for example, “rejuvenate your looks” or “regenerate your skin’s appearance” and “renew the look of your skin”) – however, when referencing the biological make-up or something deeper in the actual skin/cells, words such as “regenerate/rejuvenate” are likely to be considered unacceptable by the ASA. The ASA generally advises on the use of words such as “revitalise” and “refresh”, but other claims might be acceptable depending on context.

We would therefore recommend the use of the following phrases:

“revitalisation” for example, “photo revitalisation”.
“to improve/reduce/soften the appearance of fine lines and/or wrinkles”.
“facial line softening for superficial skin treatments”.

See here for further information.

9. Non-Surgical Face-Lifts

Claims such as “non-surgical face-lift” and “facelift without surgery” or similar claims are not recommended because they imply the product is equivalent to surgery and has immediate and permanent results. Similarly, visuals of lasers, scalpels, syringes, and other medical equipment associated with cosmetic surgery might be considered unacceptable by the ASA. You might be able to describe the product as ‘non-surgical’ but you should do so in a way that does not convey a misleading impression about the effects of the product. You should also be aware that “non-surgical” does not always equate to “non-invasive”.

Therefore, claims such as Non-surgical Face-lift/lifting/ body lift are not recommended. A common reference to this term is used in connection to an electrical device called CACI. Recommended phrases, therefore, include “CACI Non-Surgical Facial(s),” “CACI Non-Surgical Treatments,” or “HIFU non-surgical facials.”

The ASA accepts that beauty treatment devices that apply an electrical current to muscles, normally facial, in order to reduce or remove the signs of ageing can temporarily tighten and tone the skin and that the consequent benefits, such as a reduction in the appearance of fine lines and wrinkles, can be maintained with repeated use. However, there is no evidence that these devices can do more than this. The ASA recommends that you do not make claims which go further than “temporarily tones and tightens the skin”. In addition, “temporary facial tightening (or toning) as well as “CACI Facial Treatments” are acceptable.

Likewise, references to Facial Lifting/Lift are not recommended. As with weight loss claims, phrases such as temporary toning or tightening, for example, temporary face and body toning, are likely to be accepted.

There are also procedures called ‘Hydradermie Lift’ and MINT PDO Thread Lift. The ASA advises that as long as the page content clearly states that the product has a “temporary toning and tightening effect” the reference to the brand “Hydradermie Lift” or PDO Thread Lift is acceptable to be considered by the ASA.

Other forms of non-surgical facial procedures include Chemical skin peels, microneedling, and Profhilo which are also acceptable.

It is essential that you consider the following whilst targeting surgical and non-surgical cosmetic procedures:

All Advertisements for cosmetic interventions must not appear in non-broadcast media directed at under-18s.
Advertisements for cosmetic interventions must not appear in other non-broadcast media where under-18’s make up over 25% of the audience, and
Broadcast advertisements for cosmetic interventions must not appear during or adjacent to programmes commissioned for, principally directed at, or likely to appeal particularly to under-18s.

See here for further guidance.

10. Fat Dissolving/ Freezing

You should not claim that your product is “clinically proven” or make any other claim about its efficacy being supported by clinical trials, unless you can provide adequate evidence, including full copies of relevant scientific papers, to demonstrate this.

“Fat Dissolving Treatments” are allowed in the UK. Medications used in the treatments, such as Aqualyx or lipolysis, are considered prescription-only medicines and, therefore, cannot be advertised to the public. Therefore, you may include a reference to Fat Dissolving Treatments or Weight-Related Treatments, for example. Fat Freezing is also accepted in good faith. Please remember that you must be able to substantiate any fat loss claims you make.

11. Weight Loss Treatments

Saxenda, Ozempic (injectables), and Rybelsus (oral), often marketed as “Skinny Jabs” or “Skinny Pills” are POMs and cannot be advertised to the public.

Furthermore, advertisements that claim that people can lose specific amounts of weight within a certain time are prohibited. Testimonial claims of weight loss, which are not compatible with good medical and nutritional practice, and Advertisements that promote weight loss to people who are not overweight and in ways that exploit people’s insecurities about body image, break social responsibility rules. It is not necessarily a problem to use thin models. However, you must ensure that models are not depicted in a way that makes them appear underweight or unhealthy. Particular care must be taken with Advertisements that depict or target young people.

While you should be able to promote your products in the best possible light, you must stick to the rules; for example, you should not exaggerate the effect the product is capable of achieving to provide an unrealistic impression. Therefore the use of production techniques in advertising should be used with caution.

If you are making weight loss statements for products that are not diet programmes, exercise, surgery, or psychotherapy, you will need to remove weight loss statements from your Advertisements and landing pages.

The following terms are prohibited in any Yell Advertising: Fat Melting Injections, Fat Busting, Fat Busting Injections, Flab Jab, Lipodissolve, and Lipolysis.

The term "Cellulite" is not recommended either unless the treatment is Endermologie, in which case we recommend you use the phrase: “to reduce the appearance of cellulite temporarily”.

We also recommend other phrases such as temporary toning/ tightening or, temporary body toning.

12. Body Wraps

Advertisements for body wraps should not encourage diet or lifestyle practices that are unhealthy. They should not, for example, encourage consumers to avoid drinking water in order to maintain the temporary effect gained from water loss.

It is understood that body wraps can temporarily affect weight and size. However, this is the result of little more than the expulsion of water from the body - much like a sauna or steam room - than a loss of body fat. Any claims about the likely effects of such treatments should, therefore, reflect this.

You may make general claims for temporary weight loss or inch loss but should not claim that weight can be lost from specific areas of the body, that the treatment is suitable for the overweight, or that any effects will be long-lasting.

You should remember that before and after images are likely to be considered implied efficacy claims. As such, robust supporting evidence that the product or treatment is effective at achieving the results shown must be held.

You should also ensure you meet the requirements of the rules in relation to holding signed and dated proof that the photos are genuine and are being used with permission.

13. Cryotherapy

Cryotherapy uses a source of very cold air which is applied to specific parts of the body. Practitioners claim that the therapy can have a range of medical and aesthetic applications and benefits, but it is most commonly used in the treatment of muscle pain and post-sports muscle recovery. The therapy is usually carried out at a clinic, but devices are sometimes sold for home use. Any claims that the therapy can have a therapeutic or aesthetic effect or can help with fat/weight loss would need to be supported by robust clinical trial evidence. You must ensure you do not make claims to diagnose or treat some medical conditions, as these could be seen to discourage essential treatment unless that treatment is being carried out under the supervision of a suitably qualified health professional.

14. Teeth Whitening

If you offer or provide dental treatments or advice without being registered with the General Dental Council, you may be committing a criminal offence. Tooth whitening is a dental treatment that can permanently alter the structure of your teeth. It should only be undertaken following a proper assessment by a registered dentist and on their prescription, specifically a dentist, dental hygienist, clinical dental technician, or dental therapist.

In order to legally receive payments for offering or providing dental treatments:

As an individual, you must also be registered with the GDC.
As a company, you must ensure that a majority of directors are registered with the GDC.

15. Hair Removal

If you promote hair removal products and devices, you should ensure that you hold robust clinical evidence for the efficacy of your product.

Lasers, Epilight and IPL

The efficacy of laser treatments can vary according to skin type or colour and hair type and colour. You should avoid giving the impression that laser hair reduction will be effective for all consumers. You should also avoid the implication that it can be used for skin types for which it will not be effective. We would recommend you use the phrase, Permanent Hair Reduction. Alternatively, you could use the phrase, Hair Removal, but without the reference to Permanent.

If you are unsure about the regulation or classification of a laser device, you should contact the Medicines and Healthcare Products Regulatory Agency (MHRA) for medical/dental/some aesthetic lasers and the Care Quality Commission (CQC) for non-surgical lasers in the first instance.

Registered medical practitioners who use IPL or lasers to treat disease, disorder, or injury have to register with the CQC.

Practitioners who use IPL or lasers for exclusively cosmetic purposes don’t have to register with the CQC, even if they are registered medical practitioners.

Some local councils in England also require all practitioners who use IPL and lasers to register with them. Check with your local council to find out if you need to register.

You should also ensure that you do not promote the use of lasers if you are not or do not employ a qualified technician. You may also be asked to provide evidence of your registration to Yell.

Depilatory/ Hair Removal Creams

Hair removal creams are unlikely to remove hair down to the root; they can remove hair down to the skin only. You should not state or imply (for example, using illustrations) that surface regrowth will be slower unless you hold convincing evidence that it will.

Electrolysis

Conventional needle electrolysis can remove hair permanently but not painlessly. Tweezer electrolysis can, after a reasonable number of treatments remove around 40% of hairs permanently. Again, the treatment is not painless. It is not accepted that ‘patch’ electrolysis has been proven to remove hair permanently. Where you are providing Electrolysis as a treatment then you can include the phrase, Permanent Hair Removal. This is only recommended for Electrolysis and Laser Hair Removal.

16. Smoking, Stopping

If you offer treatment for smokers to help them stop smoking hold proof if you claim or imply that smokers will have to make no effort to overcome their addiction. Unqualified claims such as ‘Stop Smoking the easy way’ or ‘Stop Smoking in 1 hour’ are unacceptable without substantiation. You should avoid making specific claims such as ‘x% success rate’ without rigorous substantiation. Claims such as ‘If you really want to stop smoking, then one session could be all you need’ or ‘Hypnotherapy could help you to give up if you are determined to stop smoking’ are fine as long as they are not used to imply that the smoker will be able to break the habit without self-control on their part. Attending a course, being hypnotised, or buying a book cannot by itself be sufficient to enable a smoker to quit their habit.

The Medicines and Healthcare Products Regulatory Agency (MHRA), considers a smoker who is unable to quit without artificial aids to be addicted and therefore a product presented to help stop smoking is presented to treat the addiction or its symptoms. As such, all anti-smoking products (e.g., Nicorette) are regarded as medicinal, and you should hold a relevant marketing authorisation before making smoking cessation claims. You should seek advice from the MHRA if you are unsure about whether your products or claims are medicinal.

Therefore, we recommend that the emphasis be on helping individuals stop rather than suggesting they use

E-cigarettes, for example.

17. Detoxing

If you have previously made detoxing claims for foot pads, patches, and devices you should note that neither CAP nor the ASA has seen evidence that those types of products can remove toxins from the body. If you do not hold clinical trial evidence to support claims about this type of product, detoxing and similar claims are likely to be problematic. Claims that products such as wraps can aid weight loss as a result of flushing away toxins or suggest that an accumulation of toxins can lead to adverse medical conditions are also likely to be problematic without a robust body of evidence.

We recommend that you seek advice from the Medicines and Healthcare Products Regulatory Agency (MHRA) to establish whether detoxing and associated claims for patches, wraps, and clothing are medical claims. You are reminded that if an advertisement includes medical claims about the products, they would likely need to be certified and registered as medical devices.

18. Tattoo Removal

Lasers can be used for a multitude of treatments, but you must, in the first instance, ensure your device is safe. You are responsible for the classification of your devices, whether for medical or beauty purposes and ensure that you hold the appropriate CE Marking. If you are unsure about the regulation or classification of a laser device, you should contact the Medicines and Healthcare Products Regulatory Agency (MHRA) for medical/dental/some aesthetic lasers and the Care Quality Commission for non-surgical lasers in the first instance. You should also ensure you do not promote the use of lasers by unqualified technicians. See also CAP’s guidance on Medical Devices.

You should take care not to exaggerate the extent to which your laser product can remove tattoos, should not promise scar-free skin if this is unlikely to be achieved, and should not state that the tattoo can be removed in one session if this is not the case. CAP understands that some lasers are more effective than others in removing colour from multi-coloured tattoos (especially green, orange, or yellow hues). You should be careful not to claim that coloured tattoos will be effectively and completely eliminated in all circumstances: the results will vary, and factors include the type of laser used, the size of the pigment particles, and the skill and technique of the tattooist. If you wish to claim that the lasers can and will remove a tattoo entirely, you should ensure that you hold robust evidence to support this claim.

Question 19

Live Service Checker

Accepted Answer

No known system issues

Question 20

Introduction

Accepted Answer

The FREE Yell Business app provides you with instant and round-the-clock access to manage your Yell listing - and more! With a range of helpful features and an easy-to-use interface, the app helps make sure your business looks great online.

Please find a list below of useful articles to help you get the best from your Yell Business app.

· Set up a new listing on Yell.com

· Claim an existing listing on Yell.com

· Log in or reset your password

· Managing your app & account settings

· Reviewing your notifications

· Editing your profile

· Managing photos on your listing

· Managing Reviews

· Getting Help & Support

· Messaging (**Yell Messaging is no longer available to new customers** )

· Messaging Advanced (**Yell Messaging Advanced is no longer available to new customers** )

· Job Posting

· Payments

· Enhanced Review Management

· Social Media Linking

· Social Media Posting

· Listing Management

· Website & Store Editor

· Performance Analytics

· Account Management

Question 21

Set up a new listing on Yell.com

Accepted Answer

1. Tap Create account on the app home screen

2. Fill in your details to register a new account, check the Privacy Policy and then tap on Create account

3. Tap on Find your Business Listing to begin a search on Yell’s live listings

4. Enter your business name & postcode to start the search

5. If your business is already displayed in the list, skip to Section 2. If it doesn't appear in the list, tap Business not listed

6. Select an address from the list, or tap Enter address manually

7. Input all your business details and tap Continue

8. Enter your business contact details, and tap Continue

9. Start typing to find a suitable classification for your business

10. Confirm details about how long your business has been operating, its legal status and T&Cs before tapping on Continue

11. Tap Claim this listing to finish claiming the listing for your business

12. Enter your contact details to create your account, tap the blue slider icon to confirm you agree to the legal terms, and tap Claim this listing

13. Tapping on View my listing will then take you to the main app page

Question 22

Claim an existing listing on Yell.com

Accepted Answer

1. Tap Create account on the app home screen

2. Fill in your details to register a new account, check the Privacy Policy and then tap on Create account

3. Tap on Find your Business Listing to begin a search on Yell’s live listings

4. Enter your business name & postcode to start the search

5. Select your business from the list shown

6. Select your business and then tap on Claim this listing

7. Enter your contact details to create your account, tap the blue slider icon to confirm you agree to the legal terms, and tap Claim this listing

8. Tap View my listing, and check your email to verify your account

9. You have now successfully claimed your listing, and the main app page will load so you can view it

Question 23

Log in or reset your password

Accepted Answer

1. Log into the app using your email address and password

2. If you have forgotten your password, tap Forgotten Password? and follow the on-screen instructions to reset your password

3. Once you have successfully logged in, the main app page will display

Question 24

Managing your app & account settings

Accepted Answer

1. To access your app and account settings, tap the Account tab

2. Tap the cog icon in the top right-hand corner of your screen to access the app settings screen

3. Here you can check and amend your app and account settings

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