1. Introduction

2. Rules applicable to all Yell Advertising

2.1 Legal

2.1.1 Professional Services Classifications

2.1.1.1 Solicitors

2.1.2 Advertisements Offering Credit
2.1.3 Tobacco Advertising & Promotions Act 2002
2.1.4 Gambling Act 2005

2.1.4.1 General
2.1.4.2 CAP Code Rules

2.1.5 Gas Safe Register Scheme
2.1.6 2012 Olympic Games

2.2. Decent
2.3. Honest & Truthful

2.3.1 Fair Competition
2.3.2 Health & Beauty

2.3.2.1 Health
2.3.2.2 Beauty

3. Rules applicable to Yellow Pages Advertising

3.1 Positioning of Advertisements
3.2 Address
3.3 Telephone Number
3.4 Classification of Advertisements
3.5 Directory Format
3.6 Foreign Language Advertisements
3.7 Multiple Advertisements
3.8 Special Advertisements

3.8.1 Bookmark
3.8.2 Bound Inserts
3.8.3 Branded Fillers
3.8.4 Coupons
3.8.5 Inside Front Cover (IFC)/Inside Back Cover (IBC)/Outside Back Cover (OBC)

3.8.5.1 Outside Back Cover (OBC)
3.8.5.2 Inside Front Cover (IFC) / Inside Back Cover (IBC)

3.8.6 Loose Inserts
3.8.7 Menus – Single and Double Page Spreads
3.8.8 Public Information Advertising (Preface, Pointer, and Top of Classification)
3.8.9 Spine

4. Rules applicable to Yell.com Advertising

4.1 Name
4.2 Address
4.3 Telephone Number
4.4 Classification of Advertisements
4.5 Decency
4.6 Competitor Advertising
4.7 Positioning of Yell.com Advertisements
4.8 Foreign Language Advertisements
4.9 Composite Advertisements/Branches
4.10 Intermediaries
4.11 Advertisement Content

5. Rules applicable to 118 24 7 Advertising

5.1 Name
5.2 Address
5.3 Telephone Number
5.4 Classification of Advertisements
5.5 Number of Advertisements per Classification
5.6 Foreign Language Advertisements