RACC - Call 020 3206 7808 or Fax 020 3206 7801

VAT

All prices quoted in advertisements should include VAT, unless it is clear that they are available to business customers only, where the copy must make it clear that prices are 'exclusive of VAT'.

If the advertisement is targeted mainly at business customers but the products/prices promoted are also available to private customers, the advertisement needs to clarify to all potential purchasers that VAT is payable, e.g. 'plus VAT at 17.5%'.

Advertisers who offer a 17.5% price reduction to consumers (and pay the VAT to the Treasury themselves) may state that their products/services are 'VAT-free'.

Vehicle Transfer Agencies

Agencies must hold a licence under the Consumer Credit Act 1974.

The bona fides of the agency must be carefully checked.

Veterinary Products - RACC clearance is required.

Over-the-counter veterinary products from chemists/pharmacists and prescription-only medicines from vets may be advertised. For the latter, the RACC needs a copy of the relevant product licence.

Herbal veterinary products must be authorised by the relevant Licensing Authority so that their safety, efficacy and quality are assured.

If specific ailments are indicated in the product licence, claims for relief of these ailments are permitted.

Veterinary Surgeons

Vets may advertise their services, subject to an assurance that they comply with the Code of Practice drawn up by the Council of the Royal College of Veterinary Surgeons.

Voiceovers, presentations and personal testimony of veterinary surgeons are not acceptable.

'Voted Best X Manufacturer'

If the advertiser wants to use the phrase 'Voted Best X Manufacturer' (or similar), the copy must qualify which company, magazine, industry body, trade association, etc. voted the manufacturer as being the 'best'.

For claims such as 'Awarded best X by the Window Industry', this is acceptable where the award is given by an organisation representative of the industry as a whole, such as the trade association.