Legal Advisory Service
The IPM Legal Advisory Service offers expert guidance built on over 90 years at the heart of the promotional marketing industry. As the UK’s only dedicated trade body for promotional marketing, and with direct representation on the Committee of Advertising Practice (CAP) Board, we are uniquely positioned to support brands, agencies, and creatives with the most credible, up-to-date advice on advertising regulation and promotional compliance. This direct role in shaping the UK’s advertising code means our legal team stays ahead of regulatory developments — and so do you.
For advice or to submit your promotion for review, get in touch on 020 3848 0447 or via the contact form below.
Protecting Promotions Since 1933
Since 1933, the IPM has protected UK promotions with clear, authoritative guidance. Our specialist support covers all forms of non-broadcast media, helping you navigate the complexities of the CAP Code, ASA rulings, GDPR, and wider advertising law with clarity and confidence. Available to both IPM members and non-members, our service supports you at every stage—whether you need Terms & Conditions drafted, promotional materials reviewed, or quick answers to specific legal questions. We’re here to de-risk your campaign, protect your brand, and keep your activations moving. Explore our core services below.
As the UK’s only dedicated trade body for promotional marketing, and with direct representation on the CAP Board, we are uniquely positioned to support brands, agencies, and creatives with the most credible, up-to-date advice on advertising regulation and promotional compliance.
We Review T&Cs
With the IPM reviewing your T&Cs, you can be confident they meet the highest compliance standards. As the UK’s only promotional-marketing trade body represented on the CAP Board, we check every clause against the CAP Code, consumer law and GDPR, then return a clearly annotated document complete with tracked changes, risk-based recommendations, and up to four follow-up revisions included.
We Create T&Cs
Need watertight rules without the legal headache? Let the IPM draft your T&Cs for you. Send us the brief and we’ll build the full Terms & Conditions for you, covering eligibility, mechanics, prize fulfilment, data privacy and dispute wording. Within 24–48 hours you’ll receive ready-to-publish T&Cs that mirror your brand voice, followed by four complimentary revisions so nothing is left to chance.
Bespoke Promotional Guidance
Compliance is rarely one-size-fits-all. When a promotion throws up a one-off legal question, our specialist team is on hand with fast, pragmatic guidance shaped by decades of promotional-marketing experience. Unsure if a “10 000 instant prizes” headline needs a significant terms asterisk? Checking whether a “refer-a-friend” mechanic counts as an incentivised endorsement? Wondering how the new HFSS rules affect a kids’ on-pack collect-to-win? We review the point in context and give you clear, actionable advice that keeps your promotion fully compliant.
Every Channel Watertight
Navigating promotional compliance can feel overwhelming—especially when rules differ by channel, mechanic and market. That’s why the IPM Legal Advisory Service combines nine decades of regulatory insight with hands-on experience across every form of shopper, digital and experiential activation. Use the slider below to explore our six core compliance areas, each illustrated with real-world examples and underpinned by up-to-the-minute CAP and consumer-law guidance. Wherever you activate, we’ve got you covered.
”We were really impressed with the Legal Advisory Service. Their feedback was clear and concise for us non-lawyers, and it meant we could go back to our client with real confidence on the compliance element of their campaign.”
Core Compliance Areas
On-Pack & POS
Providing expert point-of-sale support, we make sure every piece of shopper marketing is clear, compliant and legally sound. Whatever the format—packaging, coupons or retail media—we keep your promotional materials transparent, accurate and fully CAP-compliant.
Digital & Social Media
From TikTok challenges and live-stream giveaways to in-app reward pushes, the IPM monitors every platform policy and CAP update so you don’t have to. Our legal specialists flag the risks—disclosures, data use, age-gating, prize mechanics—and give you clear, go-ahead guidance that keeps each digital activation fully compliant for regulators.
Experiential & Live
Pop-ups, roadshows and sampling tours come with their own unique compliance pressures. The IPM lifts that weight, arranging waivers, age-gating, site licences and winner checks while pinpointing any hidden risks. With clear go-live guidance in hand, your team can focus on creating unforgettable experiences while we cover the compliance.
CAP & PMDRP Insight
As active members of the CAP Committee and Promotional Marketing Direct Response Panel, we maintain firsthand insight into regulatory developments, enabling us to provide timely, expert guidance that ensures your campaigns remain fully compliant and aligned with the latest CAP Code requirements and industry standards.
Coupons & Vouchers
Planning a mass coupon drop or issuing single-use e-codes? Our specialists set transparent redemption criteria, fair exclusions and firm expiry dates, then cross-check every line against CAP and consumer-protection law—so each money-off slip, QR discount or cashback code delights shoppers while staying fully compliant.
Loyalty
Whether you’re launching a tiered points app, a subscription rewards club or a VIP incentives scheme, we craft transparent program rules, robust points logic and GDPR-compliant privacy notices so you can reward behaviour confidently and grow your programme without legal uncertainty. Backed by nine decades of expertise and direct input into regulatory policy, build loyalty that lasts and navigate compliance with ease.
Minimise Your Costs
As an IPM member, you’ll receive two free legal reviews annually plus preferential rates on every subsequent case. You also jump to the front of the queue with priority handling, so tight deadlines are no problem. Running multiple promotions? Our bespoke bulk-review package delivers scalable discounts that protect your margins, streamline compliance and let your team focus on creative impact. Contact legal@theipm.org.uk to find out more and discuss how we can help.
Additional IPM Compliance Services
International Campaigns
Launching overseas? We co-ordinate trusted local counsel in 80+ markets, delivering country-specific guidance and translated T&Cs through a single IPM contact. Your multi-country activation lands first time, without legal surprises.
IPM Verification Seal
Need proof your promotion meets industry standards? Add the IPM Verification Seal to show your campaign has passed an independent CAP-Code assessment. Hosted on our site, the seal boosts consumer confidence and signals your commitment to best-practice compliance.
Independent Competition Judging
Did you know the CAP Code requires an independent judge for any competition decided by subjective criteria? Our panel provides full adjudication, winner selection and audit trails.
Promote with Peace of Mind
As an IPM member, you’ll receive up to two free legal reviews annually plus discounted rates on every subsequent case. You also jump to the front of the queue with priority handling, so tight deadlines are no problem. Running multiple promotions? Our bespoke members-only bulk-review package delivers scalable discounts that protect your margins, streamline compliance and let your team focus on creative impact. Contact legal@theipm.org.uk to find out more and discuss how we can help.
Contact Us
Navigating the complex world of promotional marketing just got easier. Whether you’re an agency, brand or independent, our team of experts are here to provide the guidance and support you need.
