Compliance

How to make credible adverts

A construction advert can be persuasive without making claims you cannot substantiate.

Local Meta Ads strategy and enquiry tracking

Peter Puchniarz — Founder of Peter Creates UK · 4 min read · Last reviewed 2026-11-14

Key takeaway

Use verifiable statements and approved photos of completed work.

A construction advert can be persuasive without making claims you cannot substantiate. When promoting home renovations, you are responsible for ensuring that the work described, the images and the stated timescales reflect reality. Accurate advertising can reduce unsuitable enquiries as well as protect customer trust.

Support every meaningful claim

'The UK's best renovation company', '100% satisfied customers' or 'guaranteed completion within seven days' are strong statements requiring evidence. Without it, use specifics such as 'Bathroom refurbishment in North Staffordshire' or 'Request a written quotation'. Show how you work rather than claiming unsupported leadership.

Protect homeowners' privacy

Do not disclose private names, house numbers, registration plates or personal details visible in project photographs. Obtain permission before using client images. Consent to show a finished room does not automatically include permission to disclose an address or publish a testimonial.

Be accurate about price and conditions

'Renovations from £X' requires a genuine service available at the advertised entry price, with clear inclusions. If final prices depend on measurements, materials and a site survey, explain the limits. Avoid fabricated urgency, fictional discounts or warranties the business does not provide.

Build a simple approval process

Before an advert goes live, the contractor should check the service description, images, pricing, availability, area and form. Keep written approval for the actual version published. Check current ASA/CAP and data protection requirements rather than relying entirely on generated ad copy.

Checklist

Substantiate advertising claims.
Obtain permission for project imagery.
Remove personal details from photographs.
Explain prices and exclusions accurately.
Get written approval for the final creative.
Keep enquiry and email marketing consent separate.

Frequently asked questions

Can I use a review from a private message?

Only with appropriate permission and without misleading edits. Never invent customer testimonials.

Can I guarantee a start date?

Only when it is genuinely available. Invitation to check dates is often more accurate than a blanket promise.

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Worked examples are educational, not PCUK client results. Check current Meta, ASA/CAP and data-protection requirements before advertising.