Our advertising policy template – How to write an effective advertising policy for your business

Advertising is a critical part of any business, but it’s equally important to ensure that your marketing practices are ethical, transparent, and compliant with regulations. A well-written advertising policy can protect your business from legal risks, build trust with your audience, and demonstrate your commitment to responsible marketing.

Here’s a step-by-step guide to help you write an advertising policy for your business.

Define the purpose of your advertising policy

Start by outlining why you’re creating this policy. Explain its importance in guiding your marketing efforts and ensuring compliance with relevant laws and ethical standards.

Example: “This Advertising Policy is designed to ensure that all marketing materials created or distributed by [Your Business Name] are honest, transparent, and socially responsible. Our goal is to build trust with our audience while adhering to the regulations outlined by the Advertising Standards Authority (ASA) and the Committee of Advertising Practice (CAP).”

Include key principles in the advertising policy template

Summarise the foundational principles that guide your advertising approach. These principles should align with your values and legal obligations.

Key areas to cover:

• Honesty and transparency: Ads must not mislead or exaggerate.
• Social responsibility: Avoid harmful or offensive content.
• Substantiation of claims: Provide evidence for product claims.

Address legal and ethical compliance

Your policy should specify adherence to industry standards, such as:

• The CAP Code for non-broadcast advertising.
• The BCAP Code for broadcast advertising.
• Regulations regarding pricing, promotions, and environmental claims.

Example Clause: “All advertisements must comply with the UK Code of Non-broadcast Advertising, Sales Promotion, and Direct Marketing (CAP Code). Claims about product performance or environmental benefits must be backed by verifiable evidence.”

Tackle greenwashing and environmental claims

Given the rise of sustainability-focused marketing, include a section on greenwashing prevention. Ensure that any environmental claims are clear, specific, and evidence-based.

Checklist for green claims:

• Are the claims factual and verifiable?
• Do they specify the product’s full lifecycle impact?
• Are certifications or third-party endorsements provided?

Example: “Terms like ‘eco-friendly’ or ‘sustainable’ must include context or supporting information. Vague or unsubstantiated claims will not be permitted.”

Establish guidelines for social responsibility

Clearly outline how your ads will prioritise social responsibility, such as:

• Avoiding stereotypes and harmful imagery.
• Protecting vulnerable audiences (e.g., children).
• Promoting positive and inclusive messaging.

Set standards for influencer and affiliate marketing

Define rules for collaborations with influencers or affiliates, including:

• Transparent disclosures of paid partnerships (e.g., #Ad).
• Clear guidelines to ensure their content aligns with your brand values.
• Monitoring practices to confirm compliance.

Example: “All influencer partnerships must include a disclosure statement indicating the nature of the relationship. Influencers are required to follow this Advertising Policy and provide proof of compliance upon request.”

Detail an internal review process

Explain how your team will review and approve advertisements before publication.

Steps to include:

• Assign responsibility for compliance (e.g., a compliance officer).
• Use an internal checklist for quality assurance.
• Incorporate feedback from legal or regulatory advisors.

Create a complaints and accountability process

Provide a mechanism for consumers to report concerns about your advertisements and outline how complaints will be handled.

Example: “If you believe an advertisement produced by [Your Business Name] violates this policy, please contact us at [Email/Phone]. We will investigate promptly and take corrective action if necessary.”