What a payroll software advert can claim about HMRC recognition, savings and price

Payroll software adverts often make objective claims about compliance, accuracy, time savings, security and integrations. Those claims need evidence that matches the exact product, plan, customer and period. Use this checklist with a qualified reviewer before publication.

Substantiate the overall impression

• List every express and implied factual claim.
• Identify the likely audience and decision context.
• Hold evidence before the advert goes live.
• Match tests to the advertised version and configuration.
• Place important qualifications where readers will see them.

The CAP Code's misleading advertising rules address substantiation, material information, pricing, comparisons and endorsements. CAP guidance says assessment considers the overall impression, not isolated wording alone.

A footnote cannot rescue a headline that creates a contradictory message.

Describe HMRC recognition precisely

• Use the wording displayed on the live official record.
• Name the product rather than implying supplier-wide status.
• State the relevant PAYE reporting capability and tax-year context.
• Remove any suggestion that HMRC recommends the product.
• Recheck the listing immediately before release.

HMRC's recognised software directory says listed products can report PAYE online and expressly states that HMRC cannot recommend one. Avoid "HMRC approved" unless a separate, specific authority permits that exact claim.

Qualify performance and savings

• Define "accurate", "automatic" and "compliant" in the tested context.
• Publish the baseline for any time or cost saving.
• Identify manual work and customer responsibilities that remain.
• Explain sample, period, exclusions and sponsor for research claims.
• Do not turn a single testimonial into efficacy proof.

An accepted test submission does not prove that every input, pension process or customer scenario is correct. Avoid absolutes such as "eliminates payroll errors".

Present price and comparisons fairly

• Show compulsory charges with adequate prominence.
• State VAT, billing period, minimum commitment and usage assumptions.
• Compare like plans using current, verifiable facts.
• Keep competitor evidence and capture date.
• Update or withdraw a claim when the basis changes.

Mark quote-only information as unavailable. Do not substitute zero or an old cached price.

Control reviews and endorsements

CAP's testimonials guidance says marketers should hold documentary evidence that a testimonial is genuine, retain relevant contact details and not conceal material commercial interests. Claims inside a testimonial still must not mislead.

• Obtain permission and preserve the original statement.
• Disclose incentives and relevant financial interests.
• Do not suppress negative reviews to distort the picture.
• Keep the quote tied to the product actually used.
• Separate research participation from public endorsement.

Maintain an advertising evidence register with claim, channel, audience, proof, limitations, owner, approval and expiry. Pause publication when the evidence owner cannot reproduce the claim. Good payroll marketing makes scope visible rather than borrowing trust from official language.

Check channel and audience

• Identify whether the placement is non-broadcast, broadcast, direct marketing or editorial commerce.
• Determine whether readers act as businesses, consumers or a mixed audience.
• Apply the current code and law relevant to that context.
• Keep consent and preference evidence for direct communications.
• Give affiliates and resellers approved, dated claim wording.

One campaign can appear on a website, email, social platform and partner page. Review each execution rather than assuming the same disclosure works everywhere.

Operate a correction route

Publish a way for users, competitors and official bodies to report an error. Log the affected claim, evidence, reach and decision. Remove or qualify material statements while they are investigated instead of waiting for the next scheduled content review.

Archive the version, approval and supporting records. If a tax-year update or product change invalidates the claim, correct connected landing pages, advertisements, sales scripts and partner material together. A narrow, quickly corrected statement protects credibility better than an absolute promise left online.