Small business grants advertising rules: what an advert must prove

Advertising for a grant or grant-advisory service should let a business understand the important conditions before it acts. A prominent promise cannot be repaired by contradictory small print.

This checklist is general editorial guidance, not a ruling on whether a particular communication falls within the CAP Code or other law.

What to take away

• A prominent promise cannot be repaired by contradictory small print, so conditions must be clear upfront.
• State whether a funding figure is a maximum, fixed award, range or contribution rate.
• Do not guarantee an independent funder's decision or imply every applicant receives the maximum.
• Put decisive conditions before requesting detailed personal data on a landing page.
• Record misunderstandings and change the main presentation where the issue is material.

Identity and status

• Name the funder, programme and commercial advertiser accurately.
• Distinguish a public scheme from an adviser, directory or supplier.
• Do not claim government approval without a current official record.
• Label paid placement, affiliate relationships and sponsorship clearly.

The ASA and CAP influencer resource hub explains disclosure responsibilities for brands, agencies and creators where social content is advertising.

Funding claim

• State whether the figure is a maximum, fixed award, range or contribution rate.
• Include material applicant, location and project restrictions.
• Explain match funding and reimbursement where these affect the offer.
• Do not call repayable finance a grant.
• Do not imply that every applicant receives the maximum.

Section 3 of the CAP Code says marketers should hold documentary evidence for objective claims and must not omit significant limitations and qualifications.

Success claims

• Do not guarantee an independent funder's decision.
• Define the denominator, period and exclusions behind a success rate.
• Separate submitted, eligible, approved, accepted and paid awards.
• Keep client testimonials accurate and disclose incentives.
• Remove a claim that cannot be reproduced from records.

Timing and availability

• Verify the opening and closing date on the funder's page.
• Give the closing time and time zone where material.
• Remove or label closed opportunities promptly.
• Do not manufacture urgency through an unrelated countdown.

Landing page and form

• Put decisive conditions before a request for detailed personal data.
• Link to the official scheme record.
• Explain who will contact the user and why.
• Keep marketing consent separate where required.
• Provide a clear privacy notice.

The ICO's direct marketing guidance explains planning, lawful basis, collection and people's right to object. Communications and subscriber types require their own assessment.

Final review

Read the headline, image, call to action and qualification together. Ask what an ordinary reader is likely to understand before clicking. The ASA's qualification guidance explains that a qualification should clarify rather than contradict the main claim.

Test comprehension

Give the advert and landing page to people who were not involved in writing them. Ask them to explain who provides the funding, who can apply, what the figure means, whether payment is guaranteed and what happens after the click. Do not ask whether the advert is "clear" and accept a yes or no answer.

Record misunderstandings and change the main presentation where the issue is material. A footnote is not a sound fix when readers take the opposite meaning from the headline.

Control versions and partners

Give every advert a version, source sheet, owner and withdrawal date. Partners and affiliates should use approved wording and a current link. Monitor published placements so expired deadlines or altered conditions do not remain live.

Keep records of substantiation, approval, audience, placement dates and commercial relationships. If a creator or publisher receives money, a free service or another benefit, review whether and how the relationship must be disclosed in that particular content.

Respond to a correction

Remove or amend a misleading advert promptly. Correct the landing page, partner copy and scheduled posts together. Preserve the previous version and document the reason for the change rather than quietly altering one channel.

Record the source, screenshot, approver and review date for each material statement. This draft contains no live internal links and remains on hold for advertising and legal review.

Before you act

• Name the funder, programme and commercial advertiser accurately.
• State whether the figure is a maximum, fixed award, range or contribution rate.
• Do not guarantee an independent funder's decision.
• Verify the opening and closing date on the funder's page.
• Put decisive conditions before a request for detailed personal data.
• Give every advert a version, source sheet, owner and withdrawal date.

Common questions

What must an advert for grant help prove about its funding claim?

It must state whether the figure is a maximum, fixed award, range or contribution rate. It must include material applicant, location and project restrictions. It must explain match funding and reimbursement where these affect the offer. It must not call repayable finance a grant or imply every applicant receives the maximum.

How should success claims be handled in grant advertising?

Do not guarantee an independent funder's decision. Define the denominator, period and exclusions behind a success rate. Separate submitted, eligible, approved, accepted and paid awards. Keep client testimonials accurate and disclose incentives. Remove a claim that cannot be reproduced from records.

What should a final review of a grant advert involve?

Read the headline, image, call to action and qualification together. Ask what an ordinary reader is likely to understand before clicking. A qualification should clarify rather than contradict the main claim. Give the advert to uninvolved people and ask them to explain key points, then record misunderstandings and change the main presentation where material.