Yell Tightens Advertising Rules After EMCAT Raises Concern re patient broker referral services

July 2025

In a significant step to protect vulnerable consumers, Yell has announced robust updates to its advertising policies following action taken by the Ethical Marketing Campaign for Addiction Treatment (EMCAT).

The changes come after EMCAT raised concerns on 21 May 2025 regarding misleading marketing practices in the health and wellbeing sector, particularly advertisements that could mislead individuals seeking support for serious medical conditions.

Following EMCAT’s intervention, Yell conducted a comprehensive review of its Advertising Policy and internal processes. As a result, several key measures have been introduced to improve transparency and consumer protection.

New Disclosure Requirements for Referral Services

A major update is the introduction of a dedicated “Referral Services” section within Yell’s Health and Beauty category. Advertisers must now:

• Clearly disclose if they are acting as referral agents rather than direct treatment providers.

• Be transparent about the specific locations where they operate.

• State whether they have direct access to clinics in those areas.

These changes are designed to prevent consumers from being misled into believing that services are local or directly provided when, in fact, they are not.

Restrictions on Serious Medical Condition Claims

Yell has also imposed new controls on the use of terms associated with serious medical conditions. Under the revised policy, advertisers wishing to reference such conditions must confirm that they are either:

• A suitably qualified medical professional; or

• Operating under the direct supervision of a qualified medical professional.

Advertisers who cannot meet these criteria will be prohibited from using serious medical condition terms in their ads. This aims to protect vulnerable individuals from potentially harmful or misleading claims.

Safeguarding Regulatory Logos and Claims

Additionally, Yell has pledged to investigate any advertisement improperly using official symbols, such as the Care Quality Commission (CQC) logo, or making misleading statements about regulatory status.

A spokesperson for Yell commented:

“We are committed to ensuring that vulnerable individuals are protected from misleading marketing practices. We are grateful to EMCAT for highlighting these issues, and we believe these changes reflect our dedication to transparency and consumer trust.”

EMCAT welcomed Yell’s swift action, emphasising that vulnerable individuals deserve honest and transparent information when seeking help for sensitive health issues.

These policy reforms mark an important step forward in promoting ethical advertising standards, ensuring that individuals seeking health-related services can make informed decisions based on truthful and clear information.