What you can promote with Deadlio Boost

The basics

• Every Boost must be legal, decent, honest and truthful and follow the UK Advertising Codes (the CAP Code), Consumer Protection from Unfair Trading rules and any rules for your profession.
• You must be the business being advertised, or be authorised by it.
• Your business name, logo and website must belong to you. Do not use another business’s name, logo or trade marks.
• Boosts are clearly labelled Sponsored. Deadlio does not endorse advertisers.

Welcome here

Boosts that help new and existing companies run their business work best. For example:

• Accountants, bookkeepers, payroll and tax advisers
• Solicitors, company secretarial and formation services
• Business banking, insurance and finance from FCA-authorised firms
• Office space, co-working, virtual offices and business addresses
• Web design, IT support, software and telecoms
• Marketing, printing, signs and branding
• Recruitment, HR and training
• Trades and services that local businesses use – cleaners, couriers, electricians, shopfitters, vehicle and van hire
• Local shops, cafés and services that welcome business customers
• Business networks, chambers of commerce and local events

Not sure? If your business is legal and useful to company owners, it is very likely fine. You can also ask us before you start.

Do not look official

• Deadlio shows public Companies House data, so Boosts must never suggest they come from, or are approved by, Companies House, HMRC, the Insolvency Service or any government body.
• No crests, crowns, gov.uk styling, “official”, “notice”, “final warning” or similar wording.
• Do not use scare tactics about fines, strike-off or prosecution, or false deadlines. Helpful offers are welcome – for example “Behind with your accounts? We can help you catch up.”

Following UK law

• Every Boost, and the website it links to, must follow UK law and the UK Advertising Codes (CAP Code), plus any rules set by your regulator – for example the FCA, SRA or Gambling Commission.
• If your business needs a licence, registration or authorisation, you must hold it and show it on your website (for example your FCA firm reference number). We may ask you for proof.
• We may refuse, pause or remove Boosts that break the law or that we reasonably think could harm or mislead people reading Deadlio – including readers whose companies are behind with filings or closing.

Writing your Boost

• Make it clear what you offer and who it is for. Use normal capital letters – no ALL CAPS or rows of !!!
• Your logo should be a clear image of your own logo – no photos of people, no text-heavy banners.
• If you use {PC} in your headline, make sure the sentence still reads naturally, e.g. “Accountants for {PC} businesses”.
• Do not name or target individual companies or people shown on Deadlio pages.

Your website (where the Boost goes)

• The link must work, use https, and lead to a page about what your Boost offers.
• Your website must show who you are and how to contact you, and have a privacy notice if it collects personal details.
• No pop-ups that stop people leaving, automatic downloads or misleading redirects.

Using lists from Deadlio

The new company and late company lists you can download are public Companies House data, reused under the Open Government Licence v3.0. If you use them to contact companies:

• Follow UK data protection and direct-marketing rules (UK GDPR and PECR). Check the rules in particular before emailing or phoning sole traders or individual directors.
• Do not suggest you are from Companies House, HMRC or Deadlio, or that a penalty has already been charged.
• Some companies may have filed since the list was made – check the company’s current record before you contact it.

Both downloads – new companies and late companies – include directors' names. These are personal data, and you are responsible for using them lawfully. In particular, you must tell people where you got their details within one month (UK GDPR, Article 14), stop if they object, and follow PECR before emailing, texting or phoning. Many new companies are run by one person, so treat them as individuals.

Each late companies list covers the current month only; earlier months’ lists are not kept. Every download costs £4.99 from your prepaid balance.

Buying lists. Each download covers one postcode district and up to 5 industries you choose, for £4.99. Lists are for your own business use: do not resell, share or publish them, or the directors’ names in them. Anyone can open an account with just an email address – you do not need to run a Boost – but we may close accounts that misuse the lists.

Late company pages and alert emails

These two places reach people at a sensitive moment, so we check Boosts for them with extra care.

Late company pages – your Boost appears under the penalty estimate when someone looks up a company that is late with its filings.

• Offer help, not fear. “Behind with your accounts? We can help you catch up” is fine; “You will be fined £1,500 – act now” is not.
• Do not say or suggest that a penalty has been charged, that the company will be struck off, or that you know anything about that company beyond the public record.
• Do not suggest you are linked to Companies House, HMRC or Deadlio.

Alert emails – one sponsored message in the weekly and monthly new-company emails, under the list of companies.

• The email is sent by Deadlio to people who asked for it. Your message must not look like part of Deadlio’s own content, and it is always marked “Sponsored”.
• Keep it short and plain: no claims that need small print, and no offers that end within days, as the email may be read later.
• Your button must open your own website. Links to downloads, forms that collect bank details, or other people’s sites are not allowed.
• You pay per click only. Do not ask readers to click for any reason other than visiting your website.

How we check Boosts

• We check every new or changed Boost before it goes live, usually within one working day.
• If a Boost does not meet these guidelines we will tell you what to change. We may pause or remove any Boost at any time, including live Boosts, and we may close accounts for serious or repeated breaches.
• You are responsible for your Boost and your website. Approval by Deadlio does not mean a Boost meets the law or your regulator’s rules.
• Spotted a Boost that breaks these rules? Email updates@deadlio.co.uk with the page address.