Listing Advertising Policy

1. Introduction

2. Rules applicable to all MTMO Ltd Advertising

2.1 Legal

2.1.1 Professional Services Solicitors

2.1.2 Advertisements offering credit

2.1.3 Tobacco Advertising

2.1.4 Gambling Act 2005 General prohibition on gambling advertising CAP Code Rules

2.1.5 Gas Safe Register Scheme

2.1.6 TV Licensing

2.1.7 Payment Protection Insurance Claims (PPI) and claim management businesses.

2.2 Decent

2.3 Honest and Truthful

2.3.1 Marketing claims

2.3.2 Fair competition

2.3.3 Health and Beauty Health – Guidance notes Beauty – Guidance notes

3. Rules applicable to MTMO Ltd Advertising

3.1 Name

3.2 Address

3.3 Telephone Number

3.4 Classification of Advertisements

3.5 Decency

3.6 Competitor Advertising

3.7 Positioning of MTMO Ltd Advertisements

3.8 Advertisement Content

  1. Introduction

MTMO Ltd t/a and (hereinafter referred to as MTMO), have created a number of policies relating to the acceptability of an Advert for advertising & marketing purposes, directory listings, blogs, social media posts and promotional material (hereinafter referred to as an Advert), which include restrictions on what is acceptable to be displayed on the MTMO websites. This Advertising Policy document must be read in line with our Business Terms & Conditions for MTMO Online Marketing Media & Advertising, General Website Use Terms & Conditions and the MTMO Privacy & Cookies Policies.

For the avoidance of doubt an Advertiser on MTMO Websites can be (but not limited to); a business; sole trader; artisan; hobbyist, crafter, organisation; NFP organisation; voluntary group; 3rd sector organisation; a private limited company; a public company; a cooperative; a community, a public-sector organisation; or a charity. In all cases the advertiser must operate a legitimate and legal business in line with UK law and legislation.

An Advert can also be classified (but not limited to) as a; directory listing; promotional marketing feature; a marketing feature; a business or organisational profile; a blog; a product offered for sale and purchase; a service description; a bespoke service; a personalised service; a holiday venue; things to do by region; a community project report; a request for sponsorship; and fundraising events for a charity, NFP organisation or voluntary group.

This document is MTMO’s Advertising, Directory, Promotional & Marketing Policy and is based on the British Code of Advertising, Sales Promotion and Direct Marketing Practice (the “CAP Code“). The MTMO Community Intranet may also feature the Advert and therefore all transactions, operations and sharing of information therein must comply with this Advertising Policy.

Failure to comply will anything outlined within this Advertising Policy or within any MTMO Terms & Conditions, will render the contract between the Advertiser & MTMO null and void, meaning that MTMO can remove the offending Advert or decline the Advert from featuring on the MTMO websites. In the event that an Advert is removed from the MTMO website there will be no refund of monies paid to MTMO for the services contracted.

MTMO’s Advertising, Directory, Promotional & Marketing Policy is enshrined with the following three principles:

Must Be Legal:

No Advert, Advertisement, directory listing, promotional listing or marketing material should contain anything that is in breach of the law nor omit anything that the law requires.

Must Be Decent:

No Advert, Advertisement, directory listing, promotional listing or marketing material should contain content that is (1) likely to cause grave or widespread offence or (2) embarrassment (3) not suitable for publication or display (4) is discriminatory in any way or (5) likely to subject MTMO to criticism or embarrassment.

Must Be Honest and Truthful:

No Advert, Advertisement, directory listing, promotional listing or marketing material should, whether by inaccuracy, ambiguity, exaggeration, omission or neglect, mislead users about any matters likely to influence their attitude towards the Advertiser and any of their goods, services or offers so displayed on

By following these principles MTMO aims to:

  • create fair and transparent rules that can be followed by all business, organisational or community clients and customers;
  • protect the interests and reasonable expectations of all users of MTMO Services and Products;
  • demonstrate support for the codes and guidelines set out in the CAP Code; and
  • meet the obligations imposed both by MTMO and UK laws, statutes and regulations upon all Advertisers.

Useful information concerning the CAP Code can be found at If an advertiser is unsure about any aspect of its advertisement, free confidential pre-publication advice is available from The Committee of Advertising Practice Copy Advice team (“CAP Copy Advice”). The CAP Copy advice team can be contacted via email at (but they will not give legal advice).

Advertisers agree when placing orders for advertising with MTMO through a specific pricing Plan,  that the content of their advertising will comply with all relevant laws, statutes and regulations currently in place from time to time, which apply to the products and/or services that they wish to advertise (in the location that they wish to advertise them, where applicable), taking into account the CAP Code.

For the avoidance of doubt, compliance with the requirements of any part of this Advertising Policy does not absolve the Advertiser of responsibility for ensuring compliance with any applicable law or regulation covering the same subject matter. In the event of any direct conflict between the provisions of this Advertising Policy and any applicable law, statute or regulation, the provisions of the applicable law, statute or regulation shall prevail solely to the extent necessary to resolve any conflict.

  1. Rules applicable to all MTMO Advertising

2.1 Legal

2.1.1 Professional Services

Any title protected by legislation imposes an obligation upon the individual using such a title in advertising to ensure that they are appropriately qualified and authorised by the relevant regulatory body e.g:-  Solicitors are legally required to be registered with the Law Society to practice.

In the interests of MTMO website users we will only accept advertising in the professions listed below from advertisers holding the appropriate certified qualifications.

MTMO reserves the right to vary the list below from time to time, but at all times will ensure that the classification of a profession is subject to certification, in other words criminal and civil remedies can be brought by a regulatory body against any individual who does not comply with their professional accreditation. No advertisement will be accepted by MTMO without proof of the relevant professional accreditation, which may or may not include evidence of professional indemnity insurance. The following professions fall under this category: –

  • Accountants
  • Architects
  • Barristers
  • Chiropodists and Podiatrists
  • Chiropractors
  • Dental Technicians
  • Dentists
  • Doctors and Medical Practitioners
  • Insolvency Practitioners
  • Notaires
  • Occupational Therapists
  • Opticians – dispensing
  • Opticians – ophthalmic
  • Orthodontists
  • Osteopaths
  • Patent Lawyers and Attorneys
  • Pharmacies
  • Physiotherapists
  • Psychologists Solicitors (See specific classification rule below at
  • Trade Mark Attorneys

Only qualified solicitors who hold a current practising certificate issued by the Law Society are permitted to either advertise under the Solicitors classification or otherwise state or infer that they are Solicitors.

Exception: Telephone referral agencies that represent a firm of solicitors may also appear under the ‘Solicitors’ heading, PROVIDED:

  1. they confirm that they do not deal with any aspect of the work before passing the call through to a qualified solicitor; and
  2. they insert a statement in the Advertisement advising that they are not qualified solicitors but calls will be passed on to one of a panel of independent qualified solicitors, e.g. “We are not solicitors/do not undertake legal work. We will take your initial enquiry and pass your details on to a personal injury/RTA solicitor on our panel.”

2.1.2 Advertisements Offering Credit

The regulatory regime applying to any particular credit advertisement aimed at consumers will depend upon whether it relates to secured or unsecured credit. For these purposes, “secured” means secured by a charge over property.

Secured credit can fall under the jurisdiction of the Financial Conduct Authority’s (“FCA”) regulatory regime, the Consumer Credit Act 1974 (“CCA”) or, in some cases both. Unsecured credit is likely to fall under the CCA regime where it is aimed at consumers. Care needs to be taken to ensure that the correct procedures and approvals are taken and received in relation to the content of advertisements. Where Adverts fall under these regimes Advertisers will be required to complete a declaration form regarding its content.

The services or products most likely to be affected by these regulations are as follows. (Note that this is not an exhaustive list and that wherever a reference to credit is included in the advertising content, it must comply with the relevant regulatory requirements): –

  • Banks & Financial Institutions;
  • Building Societies;
  • Cheque Cashing;
  • Credit & Finance Companies (including “Payday Loan” companies);
  • Credit Unions;
  • Debt Adjustment & Management;
  • Equity Release;
  • Financial Advisers;
  • Loans;
  • Mortgages;

Additional information, regarding content for Adverts that constitute advertisements to which the Consumer Credit (Advertisements) Regulations 2004 apply, can be found on the FCA’s website.

In any event, MTMO reserves the right not to accept an Advert, directory listing, promotional or Marketing material relating to the offer of credit in any form.

2.1.3 Tobacco Advertising

The advertising and/or promotion of tobacco products and nicotine-containing electronic cigarettes (which are not licensed as medicines), whether directly or indirectly, is strictly prohibited under the Tobacco Advertising and Promotions Act 2002 and the Tobacco and Related Products Regulations 2016 respectively. It is an offence to publish any advertisement if the purpose or effect is to promote a tobacco product or nicotine-containing electronic cigarette.

To clarify, the following are not permitted in ANY Advert under ANY classification:

  • Tobacco products—these are any items which consist wholly or partly of tobacco and are intended to be smoked, sniffed, sucked or chewed. E.g. cigars / tobacco / snuff / cigarettes (i.e. what it is) Havanas / Benson & Hedges / Camel (i.e. brand names) NB—This is not an exhaustive list.
  • Electronic cigarettes –  these are products that can be used for the consumption of nicotine-containing vapour via a mouthpiece, or any component of that product, including a cartridge, a tank and the device without cartridge or tank (regardless of whether the product is disposable or refillable by means of a refill container and a tank, or rechargeable with single use cartridges).

Therefore, advertisers are permitted to include the following content only:

  • Company name
  • Contact details e.g. address/telephone/website
  • Opening hours
  • Non-tobacco products e.g. pipes, lighters, ashtrays etc.
  • Non-nicotine liquids
  • Non-nicotine disposable e-cigarettes (not able to be refilled)
  • Non-disposable e-cigarettes designed to only take cartridges with non-nicotine containing fluid
  • Medicinal products (subject to separate medicines advertising legislation).

Please note MTMO reserves the right not to accept an Advert, directory listing, promotional or any marketing material relating to products relating to ‘smoking’.

2.1.4 Gambling Act 2005

The CAP Code states that marketing communications for gambling must be socially responsible, with particular regard to the need to protect children, young persons from being harmed or exploited.

MTMO reserves the right not to accept and display any Adverts that could be construed to be connected to gambling and in any event any Advertising and Marketing promotion and communications must not: –

  • portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial/ social/emotional harm
  • encourage or condone criminal or antisocial behaviour
  • suggest that gambling can provide an escape from personal, professional or educational problems (e.g. loneliness or depression) or provide an alternative to employment /or a way to achieve financial security
  • suggest that gambling can enhance self-image or self-esteem, be a way to gain superiority or admiration, or link it to seduction or sexual success
  • neither suggest peer pressure to gamble nor disparage abstention
  • portray gambling in a context of toughness or recklessness
  • be likely to be of particular appeal to children or young persons, and should avoid associating gambling with youth culture
  • feature children or young people, nor portray anyone who is, or seems to be, under 25 years old as gambling or playing a significant role (some exceptions e.g. horse racecourses), nor depict anyone behaving in an adolescent, juvenile or loutish way
  • exploit cultural beliefs or traditions about gambling or luck General prohibition on gambling advertising

  • No advertising of unlawful gambling e.g. gambling which requires a license but does not have one. The Gambling Act 2005 will govern this and guidance is also available at
  • No advertising for gambling taking place in, or regulated from, a country outside EEA and Gibraltar. CAP Code Rules – see for full details.

Note that spread betting remains subject to separate Financial Services Act requirements.

In addition, all Adverts should make it clear where events or facilities are to be promoted, whether access can only be gained by entering gambling premises.

2.1.5 Gas Safe Register Scheme

Advertisements which advertise services as a gas installer/engineer, require the Advertiser and/or individual or business/sole trader/firm being Advertised to be registered on the Gas Safe Register run by Capita Gas Registration and Ancillary Services (which replaces the CORGI registration scheme and has been in force legally since 1st April 2009). The Gas Safe Register also extends into Northern Ireland (from 1 April 2010).

The Advertiser authorises MTMO to publish and use the Gas Safe Register logo in their promotion on MTMO websites as part of their MTMO Advertising Plan. The Advertiser will in all cases be required to supply evidence of their certification and accreditation of competence for their Advert, to enable their MTMO web page listing to display the Gas Safe Register logo as such evidence for their potential customers.

MTMO reserve the right to refuse an Advert, advertisement, directory listing or any other promotional or marketing information relating to gas installation or engineer, without proof of competency and trade certification.

2.1.6 TV Licensing

Only the TV Licensing organisation is able to appear under the TV Licensing classification.

2.1.7 Payment Protection Insurance Claims (PPI) and claim management businesses.

MTMO does not accept any Advert, advertising or promotional features relating to the provision of services under the ‘PPI’ and any other claim management businesses.

2.2 Only Decent Material

MTMO multimedia is distributed on an unsolicited basis on behalf of Advertisers, businesses, organisations and communities and the contents should be acceptable to people within a wide range of sensibilities. Even though an Advert or advertisement may be legal, advertising copy can be offensive to a number of people. Accordingly to avoid causing widespread embarrassment or upset, MTMO reserve the right not to permit Adverts & advertising where, in our discretion, we feel it may cause offence. Specifically we do not accept the following advertising and promotional material on the MTMO website that promote or feature:-

  • Massage or Escort Agencies;
  • Full frontal nudity;
  • Discriminatory content on the grounds of a person’s religion, race, sex, disability, or sexual orientation or age.

2.3 Honesty and Truthfulness at all times

2.3.1 Marketing Claims

The phrase “No Win No Fee” may only be used in an advertisement in accordance with CAP guidance available here.


The CAP Code states that comparative claims in advertising are permitted, provided they are not misleading in any way. Comparisons can only be made between products or services of the same or similar type. In addition comparative advertising should not directly or by implication question the quality, integrity or reputation of other businesses or their products.

MTMO is an SEO platform designed to highlight key phrases and an advertiser’s USP qualities – this should therefore be the starting point for all MTMO customers when deciding on what content and images/media to display on the MTMO websites.

Listed below are some examples of acceptable and unacceptable statements.


  • We have the largest and best stock of outdoor gear in the South East (only if true)
  • We are the cheapest wholesaler for beds in England! (only if true)
  • Very competitive prices! We will match the cost of branded like for like products if you find the same model cheaper in another store (only if true)
  • We are one of the leading suppliers for carpets in the North (if supported by independent statistics)
  • We have built an excellent reputation as a caring family business in Llandundno.
  • We believe in looking after our customers by offering an outstanding after sales service.

Unacceptable examples include;

  • Don’t trust the xxxxxx come to us instead!
  • Why use the xxxxxx when you can get a truly reliable service with us?!

Advertising text should not resemble any other so closely that it misleads or is likely to cause confusion. It must be original content that cannot be claimed by others under copyright. All Adverts & advertising content must not be copied or duplicated from another website and passed off as original for display on MTMO websites.

In other words, Advertisers must;

  • Not use well known slogans or copy used by other advertisers as they are likely to be trademarks or protected by copyright.
  • Not copy the visual style of advertising used by others to avoid trademark, copyright infringement or passing off.
  • Use fresh material and ideas to identify their own USP and key areas of difference.

2.3.3 Health and Beauty

Adverts and Advertisements for the provision of services or products in the areas of Health and Beauty are regulated. This is by way of professional or regulatory bodies for health, and the Advertising Standards Authority for beauty. Advertisements offering advice or treatment for medical conditions are acceptable, provided they adhere to the British Code of Advertising, Sales Promotion and Direct Marketing Practice. The following guidance notes are taken from the Code:- HEALTH – Guidance notes

Adverts and Advertisements must not encourage users with serious or chronic medical disorders to visit them rather than their own doctor.

  • The title “Doctor” or “Dr” may be used provided the Advertiser is a qualified medical practitioner.
  • Advertisers qualified in other doctorates are also entitled to call themselves “Doctor” or “Dr” but must specify the subject so that users are aware if the qualification is non-medical.
  • Abbreviations may be used, e.g. “D.Ch.” (Doctor of Chiropractice).
  • Dentists may only use the title “Doctor” or “Dr” in an advertisement if the Advertiser is a dentist with a dentistry-related doctorate or PhD.
  • Dental technicians are not permitted to advertise any service which necessitates working inside the patient’s mouth. (This is to ensure that such work is carried out only by qualified dental surgeons.) This prohibition includes the fitting, insertion or fixing of dentures, artificial teeth or other dental appliances.
  • Establishments where medical treatment is offered, may not be described as “clinics” or “hospitals” in an Advert unless they are under the direct supervision of a qualified medical practitioner(s).
  • No Advert should include details of the cure of an illness or disease as opposed to the relief of its symptoms.
  • No Advert should use testimonials or unrepresentative evidence to support exaggerated claims for the efficacy of a product or the relief of a particular condition.
  • These unacceptable terms listed below must not be used within the text  or content of their MTMO product or service Advert a appearing on MTMO websites & search results page except for those permitted classifications as mentioned below.
  • The following medical terms and conditions should not be used by Advertisers unless explicit written permission is obtained from the MTMO team and any questions for clarification can be sent to   or they appear under the Doctor’s (Medical Practitioners), Clinics (medical clinics only) or Hospitals classifications, or are recognised for use by suitably qualified health professionals as agreed by the Advertising Standards Authority.
  • Acceptable alternatives to medical terms are only appropriate for use by a suitably qualified health professional, for example, an individual subject to regulation by a statutory body, recognised medical or health professional and the Advertising Standards Authority.

Below are Unacceptable medical terms and conditions and Acceptable alternatives (where applicable). This is not an exhaustive list and may from time to time change based on advice from CAP or the ASA (Advertising Standards Authority)

Addictions Habit, Cravings, fixation
Alcoholism (Dependence) N/A
Age related Macular Degeneration – AMD N/A
Anaemia N/A
Angina Circulatory Problems
Anorexia Weight Management/Weight Related Issues
Arthritis N/A
Asthma N/A
Attention Deficit Hyperactivity Disorder – ADHD N/A
Autism N/A
Blood Pressure, High Circulatory Problems
Bronchitis N/A
Bulimia Weight Management/Weight Related Issues
Cancer N/A
Cataracts Eye Problems
Circulation, Poor N/A
Chronic Obstructive Airway Disease – COAD N/A
Crohn’s Disease N/A
Compulsions Urges, Phobia, fixation, habit, craving
Depression N/A
Diabetes N/A
Diverticulitis N/A
Dizziness N/A
Drowsiness Lethargy, Lethargic, Tired, Sleepy
Drug Addiction (Substance Abuse) N/A
Ear Disorders, Serious N/A
Eating Disorders Weight Management/Weight Related Issues
Emphysema N/A
Epilepsy N/A
Erection Problems or Erectile Dysfunction N/A
Eye Disorders, Serious N/A
Fibroids N/A
Fits N/A
Frigidity Relationship Problems, Sexual Counselling, Tension
Gallbladder Disorder N/A
Gallstones N/A
Genito-Urinary Disorders N/A
Glaucoma N/A
Gout N/A
Hiatus Hernia N/A
Heart Disease N/A
Herpes Zoster (Shingles) N/A
Human Immunodeficiency Virus – HIV N/A
Hypertension N/A
Impotence N/A
Infectious Diseases N/A
Infertility N/A
Insomnia, Chronic Trouble getting to sleep, Insomnia
Jaw Joint Dysfunction N/A
Kidney Disorders N/A
Learning Difficulties Concentration
Leukaemia N/A
Kidney Disorders N/A
Malignant Diseases N/A
Mania N/A
Multiple Sclerosis – MS N/A
Malaria N/A
Memory Problems or Memory Lapses N/A
Menopausal Symptoms N/A
Menstruation, Regulation of N/A
Metabolic Diseases N/A
Migraine Migraine Headaches
Muscular Dystrophy N/A
Myopathy N/A
Obesity Weight Management/Weight Related Issues
Obsessions Phobia, fixation, habit, craving
Obsessive Compulsive Disorder – OCD Phobia, fixation, habit, craving
Osteoporosis N/A
Overdose N/A
Pancreatitis N/A
Paralysis N/A
Parkinson’s Disease N/A
Prostate Problems N/A
Psoriasis N/A
Psychosis N/A
Polycystic Ovary Syndrome N/A
Respiratory Diseases N/A
Schizophrenia N/A
Senility N/A
Sexually Transmitted Diseases – STDs N/A
Skin Disorders, Serious N/A
Spinal Injuries N/A
Stroke N/A
Suicidal Thoughts N/A
Thrush/Oral N/A
Tonsillitis N/A
Tuberculosis N/A
Ulcer, Gastric N/A
Undereating Weight Management/Weight Related Issues
Whiplash N/A Beauty – Guidance Notes

  • Some elective therapies, treatments and procedures that are made available (e.g. cosmetic surgery) should be properly carried out under the direct supervision of a qualified medical practitioner even though the Advert of such therapies may not appear in a “medical” classification.
  • Use of terms such as lasers and IPL require the Advertiser to be registered with the Care Quality Commission and they must produce this evidence to support their qualifications to MTMO, prior to an Advert being accepted under a MTMO Advertising Pricing Plan.

Below are Unacceptable terms in Beauty Advertising and Acceptable alternatives (where applicable). This is not an exhaustive list and may from time to time change based on advice from CAP or the ASA (Advertising Standards Authority);

Anti-ageing/Anti-ageing treatments Facial Line Softening/Temporary Facial tightening or toning/Cosmetic enhancements
Botox, Bo-tox, B*T*X, Beautox, Frown relaxing, Frown relaxing treatment, Muscle freezer, Muscle inhibitors Facial Line Softening/Treatments to improve appearance of fine lines & wrinkles
Dysport Facial line softening/Treatments to improve appearance of fine lines & wrinkles
Facial Lifting CACI Facial Treatments/Non-surgical facial treatments
Facial Tightening CACI Facial Treatments/Non-surgical facial treatments
Fat Busting Injection N/A
Fat Dissolving N/A
Flab Busters Lecithin N/A
Flab Jab N/A
Hyperhidrosis (injections for), Perspiration reduction and Excessive sweating N/A
Hyperhidrosis (surgery) Cosmetic Surgery N/A
Inch Loss (wraps) Body Wrap, Universal Body Wrap
Line and Wrinkle Treatments Facial Line Softening/ Treatments to improve appearance of fine lines & wrinkles
Lipodissolve N/A
Lipolysis N/A
Lipostabil N/A
Non-surgical Facelifts/CACI non-surgical Facelifts CACI Facial treatments/Non surgical treatments
Permanent Hair Removal Electrolysis & Laser Hair Removal (in relation to Electrolysis ads only) Permanent Hair Reduction
Rejuvenation Skin revitalisation/resurfacing
Stop Smoking Emphasis should be on helping individuals stopping rather than making them
Tightening Capsules N/A
Tooth whitening, Teeth whitening, Whiter smile, Brighter smile Dentists, Beauty Salons & Consultants, Cosmetic Surgery, and the following Yell online only classifications; Children’s Dentistry, Cosmetic Dentistry, Dental, Dental Hygienists, Dental Implants, Denture Repairs, Dentures, Emergency Dentists, NHS Dentistry, Private Dentistry, Teeth Whitening (provided General Dental Council registrant performs the treatment). N/A
Vistabel Facial line softening/Treatments to improve appearance of fine lines & wrinkles

3. Rules applicable to MTMO Adverts & Advertising

3.1 Name

All MTMO web Adverts, advertisements, directory listings, blogs, promotional and marketing material, must only contain the usual business/trading name of the Advertiser, which must include the normal trading name. As an example if the Advertiser is a business, then the name registered at Companies House or the relevant financial services body, must be shown as well as the trading name if different – in other words the Advert must relate to the official company literature or that which is displayed on a company website. If an Advertiser is unsure about the name they wish to feature in the Advert, then they should discuss the matter with a member of the MTMO Team by sending an email to

3.2 Address

The Advertiser will need to add their business address to their MTMO login and dashboard area and confirm that this is the address they wish the public to see. This includes the standard address i.e. number/house name/business unit, street name, town and postcode to be published on The Advertiser should state if their address is private and not for public view at the time they complete the sign up process by following the questions set by MTMO once a MTMO Advertising Pricing Plan has been selected or invoiced. MTMO will dutifully comply with  the GDPR (General Data Protection Regulations) during the processing of information for private and public view when compiling all MTMO Adverts,  advertising & marketing web pages pages.The Advertisers public address will be made visible (if agreed by them) on their MTMO web pages via Google maps and Street View links. In certain circumstances and subject to the MTMO Advertising Pricing Plan purchased, where required the Advertisers Address will also appear on Mapping Pins within location based searches. .

Where the Advertiser has provided an address which is not their genuine trading address MTMO reserves the right to terminate or suspend their advertisement without notice and refund.

If an Advertiser has multiple branches/trading addresses then it may be that a separate Advert will be required for each branch/location. In those circumstances the Advertiser is best contacting the the for further help and information.

An address can be hidden where the Advertiser conducts their business over the internet, via a call centre, or delivers a service not requiring the user to physically visit the Advertiser’s address, or operates a freelance business from their home address and does not see clients there. In principal a general area for location based search will be included that will help an advertiser capture local trade. This will be achieved by displaying an incomplete address or partial postcode.  However MTMO reserves the right to release address details of an advertiser if a user requests (subject to confidentiality), if there are reasonable concerns relating to certain classifications within the Advert or marketing post online. If any user complaints are received or MTMO views that the Advertiser does not comply with these MTMO Rules or the MTMO Business Terms and Conditions, MTMO will investigate further and always has the right to make the address visible at any point during the contract.

An Advert must display either a phone number, email address, or a URL to their own website if the Advertiser hides their address. Hiding an address automatically suppresses the Map/Directions link within the MTMO website for location based search. An Advert which has an address hidden will mean that it will not be featured in location proximity searches or interactive maps relevant to a community location. There will be an option to hide the address and therefore the opportunity to feature in a map location pointer in the Advertisers secure and private login/dashboard area. If in doubt the Advertiser should contact the for further help.

3.3 Telephone Number

An Advertiser that only conducts business over the internet and not through voice to voice communication, does not need to display a telephone number within their Advert. However, it is advisable for an Advertiser who offers goods and services to show their telephone number to help secure work and must at the very least provide an email address.

If an Advertiser wants to display a premium rate number in their MTMO Advert the call rate information required by the Phone Paid Service Authority must be included and noted in the promotional content and text on their MTMO web page. Alternatively the Advertiser can choose not to display a telephone number in their MTMO advert.

Where telephone numbers are included in an Advert they must fully comply with Phone Paid Service Authority guidelines where appropriate.

Phone Paid Service Authority is the industry-funded regulatory body for all premium rate charged telecommunication services. For more information about their guidelines please refer to their website and follow the appropriate links.

MTMO will not knowingly feature telephone numbers that Phone Paid Services determines to be of an adult nature including, and ‘without limitation telephone services’ accessed through telephone numbers prefixed 0908 and 0909.

3.4 Decency

No Adverts, promotional material, or directory listings will be authorised for online publication by the MTMO Team where they are deemed to be offensive, indecent and nor will MTMO allow any external links that link to websites that are considered offensive in nature. The MTMO team have the final say on this, and can rule an Advert unacceptable based on their findings, with no come back or liability to MTMO from the Advertiser.

3.5 Competitor Advertising

Typically, but not exclusively, MTMO competitors will be businesses that provide internet services offering directory type searches or listings (but not search engines) as their main business/function.

MTMO’s competitors’, subject to approval from the MTMO team, will be accepted on to the MTMO website providing the content of the feature/Advert adheres to this policy and all the MTMO Terms & Conditions.

MTMO also has the absolute discretion, without recourse, to refuse a competitor’s Advertising from parts of the website where its presence may confuse users, or it is detrimental to MTMO’s site, brand, ethos or trademark.

3.6 Positioning of MTMO Adverts, advertisements, directory listings, promotional and marketing material.

Adverts and any Free Listings are ranked based upon the type of MTMO Advertising Pricing Plan and services purchased and will be dependent upon the keywords and phrases attributed to them by the MTMO team when creating a SEO strategy for the business, organisation or community, using In-House editing and software options created by the MTMO team. The Advertiser can make representations to the MTMO team about their preferences when discussing their MTMO webpage set up at the outset after purchasing MTMO services. There are no guarantees given by MTMO or their Team as to the listings and where they appear in searches externally in search engines and internally within and other MTMO websites (if any).

3.7 Advertisement Content

Advertisement content, displayed in the Adverts and Profile Pages on and any other MTMO websites, must in all cases be decent (see section 2.2 above), and  must not;

  • Include duplicate content from elsewhere on the internet in terms of text and descriptions.
  • Must not be plagiarized text or content
  • Include videos that display visually disturbing graphics (e.g. graphics that flash too fast or generally make the user experience of viewing the video very unpleasant), or be interactive (e.g. request that a user types text into a search field in the video).

An Advert, directory listing, profile, marketing and promotional feature can display the following information subject to it being directly attributable to the business, organisation or community, subject to the conditions of this Policy and any MTMO contractual Terms & Conditions ;

  • A postal address to Advertised Premises
  • A Bricks & Mortar Address to Advertised Premises
  • Google Map Link to Advertised Premises and location, including street view where applicable.
  • Telephone numbers relating to the Advertiser, their services, products, business, organisation or community.
  • Emails Addresses and other contact information that is the legitimate contact details for the business, organisation or community.
  • In the case of an Advertiser having their own Website – the address will be highlighted with an active link to it from their MTMO web pages.
  • Photos that only show the Advertiser’s premises, products or services.
  • Business or organisational contact email addresses, and telephone numbers.
  • Advertisers wishing to display video on MTMO websites must ensure that they are licensed and/or authorised to use any music, logos, photos, or images contained in that Video.
  • Logos used in all MTMO Adverts must be the Advertiser’s logo as normally used by Advertiser in their marketing material.
  • Trade association logos can be used as a logo, provided that the Advertiser is and will remain a member of that association for the duration of the Advert. If an Advertiser is authorised to use another Company’s name as part of their “actual trading name” they must provide written proof that they can use that company’s logo on their MTMO web pages and marketing. This written evidence needs to confirm that the Advertiser is allowed to use the other company’s name as part of their trading name, and not just that they have the authorisation to use a logo as a stockist.
  • Trade association logos can be used as photos, if the Advertiser is a member of that association. Photos that include a third party logo can only be used where the Advertiser evidences the full permission of that third party to display such third party logos on and through MTMO.
  • Websites hosted on a domain name not owned by the Advertiser e.g. MySpace, Facebook, eBay, Etsy, or Hotmail sites, can be used by advertisers if they have the permission from that third party to use the URL relating to their pages on those sites to advertise on other websites and therefore The Advertiser has overall responsibility to ensure that they can use the link to the third party site as part of their advert or listing on MTMO websites. The Advertiser’s advertisement on the third party hosted website must also contain the Advertisers contact information (to avoid confusion for users of  MTMO), and adhere to this policy in respect of legal, decent and honest content.
  • The Advertiser can redirect a URL that they own to their pages and use their own URL as promotional material on business cards and other print media, subject to adhering to this policy in respect of legal, decent and honest content.
  • The Advertiser can link their web pages to their social media accounts if they so wish, subject to adhering to this policy in respect of legal, decent and honest content.
  • The Advertiser may display their business, organisational or community social media account details on their advert, profile and directory listing on which will be active links to those platforms, subject to adhering to this policy in respect of legal, decent and honest content.
  • In relation to blog posts external and internal links can be featured relating to the Advertiser as part of their contract with MTMO and subject to these policy rules.
  • Testimonials that have been verified by the Advertiser can also be displayed on their MTMO web pages, which may or may not include features in the MTMO Community Intranet.

Updated by the MTMO Team April 2018.