Marketing rules for insolvency practitioners require that every advert, website claim and referral message is honest, capable of being substantiated and free from anything that could mislead a director about outcomes, fees or regulatory status. These rules come from your Recognised Professional Body's (RPB) code of ethics, general consumer protection law, and the advertising standards that apply to all UK businesses. Get them wrong and you risk a complaint to your RPB, not just a bad headline.
For firms building a referral or introducer network, the stakes are wider than your own website. You are also responsible, in practice, for what affiliates and lead-generation partners say in your name. This guide sets out the core principles, the specific claims that cause the most complaints, and how to keep introducer marketing inside the lines.
The principles behind marketing rules for insolvency practitioners
Every insolvency practitioner (IP) is authorised and monitored by an RPB — the Institute of Chartered Accountants in England and Wales (ICAEW), the Insolvency Practitioners Association (IPA), ACCA or an equivalent body. Authorisation under the Insolvency Act 1986 comes with an ongoing duty to act with integrity, objectivity and professional competence, and that duty extends to how you promote your services.
In practice, three sources of law and guidance shape what you can say:
- Your RPB's code of ethics — sets standards of honesty, objectivity and professional behaviour that apply to marketing as much as to casework.
- General consumer protection law — the Consumer Protection from Unfair Trading Regulations 2008 prohibits misleading and aggressive commercial practices toward consumers, including directors acting in a personal capacity.
- Advertising codes — the UK Code of Non-broadcast Advertising (the CAP Code) applies to websites, paid search, social media and email marketing, and is enforced by the Advertising Standards Authority.
Together, these mean marketing rules for insolvency practitioners are not a single rulebook but a consistent theme: say only what you can prove, avoid creating a false impression, and never let commercial pressure override a director's ability to make an informed decision.
Honesty and avoiding misleading impressions
The most common breach is not an outright lie — it is an impression created by omission or exaggeration. A website that implies free debt advice will lead to painless closure, without mentioning director conduct investigations or personal liability risk, can mislead even if every individual sentence is technically true.
To stay on the right side of insolvency advertising rules, marketing material should:
- State clearly which regulated entity is providing the service, and under which RPB it is authorised.
- Avoid implying a guaranteed outcome ("we will save your company") when the outcome depends on facts not yet known.
- Distinguish clearly between free initial guidance and chargeable formal appointments.
- Avoid comparative claims against named competitors unless they are accurate, fair and provable.
A useful test: would a reasonably attentive director, reading the advert quickly, come away with an accurate picture of what happens next and what it might cost? If not, the material needs rewriting before it is a compliance issue rather than a marketing choice.
Claims about outcomes, savings and 'debt write-off'
Language around debt relief is where IP marketing compliance most often breaks down, because it borrows phrasing from the unregulated personal debt sector. Terms such as "debt write-off", "guaranteed savings" or "stop creditors instantly" are high risk because insolvency outcomes depend on case-specific facts — creditor votes, asset positions, director conduct — that cannot be promised in advance.
Firms should be cautious about:
- Percentage savings claims — quoting a typical percentage of debt written off implies a formula that does not reflect how a Company Voluntary Arrangement or liquidation actually works.
- Speed claims — "close your company today" overstates a process that involves statutory notice periods and creditor rights under the Insolvency Act 1986.
- Personal liability reassurance — implying directors are automatically protected from liability, without reference to wrongful trading or misfeasance risk, is misleading.
Where a claim is genuinely general (for example, "many companies use liquidation to close down debt they cannot pay"), keep it framed as a description of the process, not a promise of a personal result. If in doubt, describe what the process does, not what it guarantees.
Controlling what introducers say on your behalf
Most IP firms now receive a meaningful share of enquiries through introducers — accountants, brokers, and specialist lead-generation partners. Under most RPB codes, you remain responsible for the standard of marketing carried out in your name, even when a third party wrote the copy or ran the campaign.
Practical controls worth putting in place include:
- A written introducer agreement that sets out permitted claims, required disclaimers and a right to review marketing material before it runs.
- A short "do not say" list covering guaranteed outcomes, debt write-off percentages and any implication that the introducer itself is regulated to give insolvency advice.
- Periodic spot-checks of introducer websites, adverts and scripts, particularly where cold outreach is involved.
If you are actively building or expanding an introducer network, it is worth reading our guide to Lead Generation for Insolvency Practitioners alongside this one, since compliant growth depends on getting both the sourcing and the messaging right from the outset.
Advertising standards and RPB oversight
Two layers of oversight sit above your day-to-day marketing decisions. The Advertising Standards Authority can investigate and require the withdrawal of misleading non-broadcast advertising, including paid search ads and social posts, under the CAP Code. Separately, your RPB can investigate marketing conduct as part of its wider professional conduct remit, and you can review how the Insolvency Service's regulatory framework for insolvency practitioners sets out that oversight in more detail.
Search visibility and honest marketing are not in tension — a firm that ranks well with clear, accurate content tends to convert better than one relying on exaggerated claims. Our guide to SEO for Insolvency Firms: A Practical Guide covers how to build organic visibility around genuine informational content rather than promissory language, which keeps growth and compliance aligned.
Where marketing involves direct outreach to directors of distressed companies, additional constraints apply around timing, consent and how contact is made. These sit alongside the RPB's marketing standards rather than replacing them, and firms using outbound calling as part of their pipeline should review our separate guide on Cold Calling Distressed Directors: The Rules before running any campaign. Directors who want to check whether a firm they have dealt with is properly authorised, or raise a concern, can use the government's guidance on how to complain about an insolvency practitioner.
Frequently asked questions
Can I use client testimonials in my insolvency marketing?
Testimonials can generally be used if they are genuine, attributable and not presented in a way that implies a guaranteed outcome for others in a similar position. Check your RPB's code for any specific restrictions before publishing case studies involving identifiable clients.
Are comparison claims against other IP firms allowed?
Comparative advertising is permitted under general UK advertising law only where the comparison is factual, fair, verifiable and not misleading. Vague or unsubstantiated claims of being "the best" or "cheapest" are a common source of complaints.
Do the same marketing rules apply to solicitors referring insolvency work?
Solicitors are regulated separately by the Solicitors Regulation Authority (SRA), whose own conduct and advertising rules apply alongside any RPB standards that govern the IP side of a joint or referred engagement.
Is cold outreach to distressed directors restricted?
Cold outreach is not banned outright, but it sits under closer scrutiny because directors contacted this way may be under financial pressure. Firms should apply the same honesty standards as any other marketing, plus extra care around timing and pressure.
What happens if my marketing is found to be misleading?
Outcomes range from a requirement to amend or withdraw the material through to a formal RPB conduct investigation, depending on severity and whether it forms part of a wider pattern. Early correction, once an issue is identified, is generally viewed more favourably than continuing use.
This article is general information for insolvency practitioners and introducers, not legal or regulatory advice, and firms should confirm current requirements with their own RPB or legal adviser before relying on it.
If you are a regulated insolvency practitioner or solicitor looking to grow your caseload through compliant introductions, get in touch with Harbourfirst to discuss a referral partnership.