Christmas marketing, checked.
Every December, small and medium businesses do the same four things: send clients a gift, email the list an offer, run a prize draw and change the opening hours. Each one has a rule behind it that catches people out. We've checked all four against HMRC, the ICO, the advertising code and Google's own instructions, so you can plan Christmas knowing where the lines are.
The series
The 4 claims, and our verdicts
A Christmas gift to a client is a marketing cost you can claim.
Partly true, and the usual gifts are the ones you can't claim
HMRC allows a gift that carries a conspicuous advert for your business and costs no more than £50 per person, but not if it's food, drink, tobacco or a voucher. That rules out the hamper, the wine and the gift card.
Read the pieceYou can email your whole list a Christmas offer.
False, and it's the word 'whole' that's wrong
You can email people who specifically consented, past customers you gave a clear chance to opt out, and limited companies. Prospects, bought-in names and sole traders who never agreed are off limits.
Read the pieceYou can run a Christmas prize draw to build your following.
True, as long as entry is free
A free draw needs no licence. Charge for entry and you're running a lottery, which a business can't do for its own gain. The advertising code then sets out what you have to say up front and how the prize must be drawn.
Read the pieceUpdating your Christmas opening hours on Google is worth the few minutes it takes.
True
Google flags Christmas Eve, Christmas Day, Boxing Day and New Year's Day as dates your hours may differ, and warns customers that they might. Setting special hours replaces the warning with your actual times, including the days you're open as normal.
Read the piece
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