Responsible Marketing Procedure.

About this procedure

Elearnment Ltd is a company registered in England and Wales (company number 17458288). We provide online training under the Good Food Hygiene brand, at goodfoodhygiene.co.uk. People choose training that affects their job and the safety of the food they serve, so they must be able to trust what we tell them. This procedure sets out the rules for everything we publish to promote our courses, app and guidebook.

It applies to our websites (elearnment.co.uk and goodfoodhygiene.co.uk), emails, social media, adverts, videos, printed material and anything else we use to promote ourselves, in every language, whoever creates it — including staff, freelancers, agencies and AI tools.

We follow the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code), the Digital Markets, Competition and Consumers Act 2024, and the Privacy and Electronic Communications Regulations (PECR).

1. Claims must be true and provable

• Every factual claim — about course length, content, results, prices or features — must be accurate, and we must hold evidence for it before it is published.
• We keep a record of the evidence behind our main claims.
• Comparisons with other providers must be fair, and based on things that can be checked.

2. Accreditation and endorsement

• We only describe a course as CPD certified or accredited once that certification has been awarded for that course, and only in the words the certifying body allows.
• Until then, we describe our courses as “CPD-standard” and never imply they are certified.
• We never use the name or logo of a regulator, government body or other organisation in a way that suggests it endorses, approves or works with us, unless it does and has agreed in writing.
• We may say our courses are written to UK law and Food Standards Agency guidance, because that is true, but never that they are approved by the Food Standards Agency.

3. No misleading promises about outcomes

• We never promise that our training will get a business a particular food hygiene rating, or pass an inspection.
• We never say a food hygiene certificate is a legal requirement. The law requires food handlers to be supervised and instructed or trained in food hygiene to a level suited to their work; we describe it that way.
• We are clear that certificates do not expire, and that refresher training is recommended rather than required.

4. Prices and offers

• Prices are shown in pounds and include any VAT that applies.
• Any discount or offer is real: no invented “was” prices, no false deadlines, and no countdown timers that restart.
• The terms of any offer are clear before someone buys.

5. Reviews and testimonials

• We only publish genuine reviews and testimonials. Product reviews on the Good Food Hygiene website can only be left by verified buyers.
• We never write, buy or ask for fake reviews, and never hide negative ones.
• A testimonial is only used with the person’s permission, and we say if they received anything in return.

6. Email marketing and consent

• We only send marketing emails to people who have actively opted in. The opt-in box at sign-up is never ticked in advance, and we record the date consent was given.
• Buying a course does not add anyone to our marketing list.
• Every marketing email says who it is from and includes a one-click unsubscribe, which we honour straight away.
• Service emails, such as certificates and account messages, never contain marketing to people who have not opted in.

7. Cookies and tracking

• No analytics or tracking cookies are set until a visitor chooses to accept them, and refusing is always as easy as accepting. On the Good Food Hygiene website, “No thanks” is as easy to press as “Accept”.
• We do not use advertising cookies.

8. Affiliate links and paid promotion

• Articles containing affiliate links say so clearly, for example: “As an Amazon Associate we earn from qualifying purchases.”
• Product recommendations are based on honest assessment. We never claim to have tested a product we have not tested.
• Paid partnerships and sponsored posts on social media are labelled as adverts, for example with #ad.

9. People and images

• We only show real people with their permission.
• If an image, video or voice is created or altered with AI, we never present it as a real customer, learner or testimonial.
• Images and wording reflect the range of people who work in food businesses, and avoid stereotypes (see our Equal Opportunity Charter).

10. Responsible targeting and tone

• We do not use fear, pressure or shame to sell training.
• We do not target marketing at under-16s.
• Translated marketing makes exactly the same claims as the English version.

Before anything is published

Every new piece of marketing is checked against this procedure by the person creating it, and approved by the Director before it goes live. Material created with AI tools is always reviewed by a person before publishing.

When something is wrong

If we find — or someone tells us — that our marketing breaks this procedure, we correct or remove it within 2 working days, and record what happened and what we changed. Complaints about our marketing are handled under our Complaints Policy.

Responsibility and review

The Director of Elearnment Ltd is responsible for this procedure. It is reviewed every year, and whenever advertising law or guidance changes.

All policies