How to verify your marketing descriptions are accurate

Go through all your marketing materials—your website, social media, online listings, and brochures—and check that every description of what you offer is completely accurate and not misleading. This isn't just about good customer service; it's a legal requirement under the Consumer Protection from Unfair Trading Regulations 2008.

Why This Matters

These regulations are in place to protect customers, ensuring they get what they pay for. Misleading information, whether intentional or not, can lead to customer complaints, bad reviews, and even legal action from Trading Standards. Building a business on trust starts with being honest and clear in your descriptions.

A Simple Checklist for Your Review

Getting this right is straightforward. Use this checklist to guide you:

• Gather Everything: Make a list of every place your business is described online or in print. This includes your own website, Google Business Profile, social media bios, and any third-party booking sites.
• Check Your Claims: Read every statement and ask yourself: "Is this 100% true?" If you describe a room as having a "sea view," can you genuinely see the sea? If you promise "free parking," are there any hidden restrictions?
• Review Your Photos: Ensure your photos and videos are recent and accurately represent your property or service. Using an old photo of a room before it was redecorated, or a stock image that doesn't reflect your business, can be misleading.
• Be Specific and Honest: Avoid vague or exaggerated claims like "the best coffee in town." Instead of "high-speed Wi-Fi," you could state the actual average speed if you know it, or simply say "free Wi-Fi available for guests."

Honesty builds trust and leads to happier customers. If a feature has limitations (for example, if the swimming pool is only open in summer), state it clearly upfront to manage expectations.