Prime Global Publishing is committed to supporting responsible advertising practices across all its brands, in accordance with UK laws and relevant industry regulations, and in alignment with our purpose of Growing Individuals, Organisations, and Industries.
This may include, where applicable, consideration of legislation and guidance such as the Consumer Protection from Unfair Trading Regulations 2008, the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code), guidance issued by the Advertising Standards Authority, the Business Protection from Misleading Marketing Regulations 2008, applicable health and safety legislation, environmental regulations, and other recognised industry standards.
Advertisements are created and supplied by our clients. Advertisers are responsible for ensuring that all advertising content is accurate, lawful, compliant, and appropriate for publication. Where concerns arise, Prime Global Publishing may notify the advertiser and, at its discretion, work with them to address the matter.
Advertising Principles
All advertising across Prime Global Publishing’s brands must adhere to the following principles:
1. Accuracy and Honesty
All claims must be truthful, balanced, and not misleading. Advertising must not misrepresent products or services, including their performance, safety, compliance status, capabilities, or outcomes.
2. Substantiation
Claims relating to effectiveness, performance, environmental impact, compliance, safety, duration, or outcomes must be capable of being substantiated by appropriate and credible evidence upon request.
3. Responsible Claims and Language
Advertising must not create false, misleading, or exaggerated expectations, including implications of guaranteed results, permanent outcomes, or absolute safety. Language should be measured and supportable, for example: “long-lasting” rather than “permanent”, “may improve efficiency” rather than “will eliminate downtime”, and “may help relieve pain” rather than “pain free”.
4. Safety and Industry Representation
Advertising must not encourage unsafe practices or depict conduct inconsistent with recognised professional, clinical, environmental, regulatory, or workplace health and safety standards. Content must reflect industries, workplaces, and professionals responsibly and must not portray conduct that could reasonably be interpreted as unsafe, negligent, unethical, irresponsible, or non-compliant.
Content Not Accepted
Prime Global Publishing does not accept advertising that includes:
- Graphic, violent, or distressing visuals
- Sexually explicit, crude, or offensive material
- Defamatory, malicious, discriminatory, or knowingly false statements
- Promotion of unlawful activity or clear regulatory non-compliance
Right of Refusal
Prime Global Publishing reserves the right to request revisions, seek substantiation, suspend, or decline advertising that, in its reasonable opinion, poses legal, regulatory, ethical, safety, or reputational risk.
Advertiser Responsibility and Liability Disclaimer
Advertisers remain solely responsible for ensuring that their advertising complies with all applicable UK laws, regulations, industry codes, and guidance, including the CAP Code and applicable ASA guidance. Prime Global Publishing does not provide legal or regulatory advice and does not warrant or guarantee the compliance of any advertisement supplied by advertisers. To the maximum extent permitted by law, Prime Global Publishing accepts no responsibility or liability for any loss, damage, harm, or regulatory action arising from advertising content provided by advertisers that is misleading, unlawful, non-compliant, or otherwise causes harm.