Trading & Advertising

Including Sales Promotions, Fair Trading & Trading Standards

Are you aware of how trading standards and advertising legislation can affect your business marketing? We provide compliance advice for both established and start-up businesses relating to consumer protection and trading standards. We can provide legal sign off for promotions and assist with Clearcast, Trading standards and ASA clearance

What we do:

Having a strong marketing function is important when growing and retaining your business reputation and brand. It is equally important to understand the legal and regulatory landscape that you need to ensure your marketing is compliant. We provide advice in relation to all forms of digital and traditional advertising and marketing, including:

  • Social Media
  • Online sales, website terms and conditions
  • TV, Press, Radio & Video-on-Demand Services

We can also advise clients in relation to labelling, packaging, marketing claims, product safety and pricing.

Why use Haddletons:

Investigations by Trading Standards and/or the ASA can be distressing, time consuming and damaging to reputation. Our vast experience tells us that getting advice early is vital in protecting your best interests and managing any fall-out.  Our team have a wealth of expertise in dealing with all aspects of Trading Standards, including investigations and prosecutions; but also in building positive relationships with enforcement bodies such as Primary Authority. We can advise, represent and support you throughout the whole process.

The Haddletons Way


We earn your trust through our authenticity. We listen, we communicate honestly, we genuinely care.


We are people just like you. Get to know us and you will find that we can do more than just resolve your problems and lighten your load.

Personal Service

We look at the world through your eyes to offer a truly bespoke service. The more we understand you and your world, the more we can do for you.

Premium Quality

We offer a premium service with price certainty. Our insight and expertise applied to your needs.

Haddletons were able to provide valuable insight into what our Terms of Business would need to state so that the business can be protected comprehensively. They took the time to find out exactly what was important to us as a business before drafting a set of Terms. These were then revised over a 24 hour period before being delivered the final document, which we are very happy with. I would recommend Haddletons if you are looking for sound legal advice with a personal service.

Richard Pilkington

Director, Innova Search and Selection

Frequently Asked Questions

What are CAP and BCAP?

The CAP code is the UK Code of Non-Broadcast Advertising and Direct Promotional Marketing. It is the rule book for non-broadcast advertisements, sales promotions and direct marketing communications. The BCAP code is the UK Code of Broadcast Advertising. It is rule book for all advertisements and programme sponsorship credits on radio and TV services sponsored by Ofcom.

What does compliance with BCAP actually mean?

The fundamental principle of the BCAP code is that advertisements must not mislead or cause offence/harm to any other individual or business. The rules are simple:

  • Advertisements must reflect the spirit, not merely the letter of the code.
  • Advertisements must be prepared with a sense of responsibility to the audience and to society.
  • Advertisements must comply with the law.
  • Advertisements must not state or imply that a product can be legally sold if it cannot.

What is a Primary Authority?

This refers to a legal relationship between a company and its local authority which allows the company to check and get assurances on its practices relating to environmental health, trading standards or fire safety regulations. A company can only have one such relationship even if it has business around the country. Other local authorities must respect the advice given by the Primary Authority.

What is a Trading Standards investigation?

Trading Standards prosecutions are usually bought by the local authority Trading Standards department. They operate as stand-alone or as part of a larger department that deals with other compliance matters such as health and safety and environment, depending on the size of the council.

Trading Standards is responsible for investigating organisations that breach trading laws or trade in an unethical manner.

Teams can investigate a wide range of offences which affect consumers in their borough, which may include:

  • Unfair commercial practices
  • Counterfeit goods/trademark infringement
  • Labelling/descriptions
  • Weights and measures
  • Under-age sales (e.g. tobacco and alcohol)
  • Consumer contract regulations (governing distance selling)
  • Animal welfare
  • Consumer safety
  • Fraudulent activity

What is B2B marketing?

Business-to-business marketing refers to the marketing or products or services to other businesses (as opposed to consumers). B2B marketing is used for a vast range of business sales, i.e. software services, office supplies, financial services, you name it.

What is the ASA?

In its own words, the Advertising Standards Authority (ASA) is the UK’s independent advertising regulator. The ASA makes sure ads across UK media stick to the advertising rules (the Advertising Codes).

Get Started Today

Avoid the stress of trading standards issues – let Haddletons support & advise you.