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Accountant or auditor · United Kingdom

Website advertising rules for accountants and auditors in United Kingdom

Accountants and auditors answer to their regulator's advertising and conduct rules as well as to privacy law. This is what ICAEW Code of Ethics and Marketing helpsheet (accountant marketing) means for your website: testimonials, claims, fees, titles and the details you must show. It applies only to sites of that profession, and only where you are licensed. For the general laws every site in United Kingdom must follow, see United Kingdom's laws.

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ICAEW Code of Ethics and Marketing helpsheet (accountant marketing)

Helpsheet updated 5 Nov 2025 to reflect the Code of Ethics in force from 1 July 2025; ICAEW material refers to a further 2026 update with a conflicting date.

Who it covers: ICAEW members, affiliates, member firms and students, including those abroad. UK data protection and ASA rules apply on top. Set by ICAEW.

What it requires of a website or app (7)

  • No disparaging statements about other firms, even if trueAI reviewCode R115.2; helpsheet "Make disparaging statements"
  • Claims of size or superiority ("leading", "most widely used") show their basis on their face and are substantiatedAI reviewCode R115.2; helpsheet
  • No exaggerated claims about services, qualifications or experienceAI reviewCode R115.2
  • Comparisons are objective, of the same service, factual and verifiable, and do not discredit othersAI reviewCode R115.2; helpsheet
  • Testimonials only with client consent and following the helpsheet guidance (if the site shows testimonials)AI reviewHelpsheet "Testimonials"
  • References to fees do not mislead: state the basis, time period and exclusions (if the site mentions fees)AI reviewHelpsheet "References to fees"
  • The firm stays responsible for marketing done by agencies and for referral-fee arrangementsAI reviewHelpsheet "Outsourcing", "Referral fees"

Sources:ICAEW Marketing helpsheet

Rules for accountants and auditors in other markets

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A plain-language summary of what each law requires of a website or app, from the SafeLaunch rulebook, with the provision and official sources. It is not legal advice and not every duty in each law is listed.