This Advertising Guidance relates to “free” claims, including “gratis”, “without charge” and other similar claims.
The guidance sets out when it is and isn’t acceptable to feature a “free” claim in a marketing communication, including information on conditional-purchase promotions, where a consumer is required to purchase a separate item in order to obtain the free item and distinguishing between “free” and “inclusive”.  It also provides advice on the use of “free” claims where one-off costs apply and where introductory offers, new customers of existing products and new products are concerned.

More on