This Advertising Guidance relates to the use of the term “no win, no fee”, often used by advertisers in the claims management sector, and outlines how marketers can avoid implying clients will not be liable for any costs whatsoever, if this is not the case.

The guidance sets out when it is necessary to qualify such a claim, for example when a client is responsible for paying indemnity insurance or the cost of disbursements, and lists examples of suitable qualifications for a variety of scenarios.

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