Trust and compliance are non-negotiable in the Fire & Security industry. Customers and businesses depend on independent certification, professionalism and integrity when choosing providers. Yet, too often, bold but unsubstantiated claims undermine credibility across the sector.
A recent example shows the problem clearly. On LinkedIn, a company publicly claimed to have been “Voted the UK’s Number One Fire Safety Company”. Yet no evidence was provided of who carried out the vote, or even if such a vote took place. This type of statement is not only sloppy marketing; it risks breaching UK advertising rules.
False Claims and the ASA
When a business claims to be “number one” or “the most trusted,” it implies independent recognition such as an award, survey or ranking. If no evidence exists, the claim is misleading under the UK Code of Non-broadcast Advertising (CAP Code). The overarching requirement is that all marketing communications must be legal, decent, honest and truthful. Rule 3.1 states they must not materially mislead and Rule 3.7 requires that objective claims are substantiated.
The same caution applies to calling a product “market-leading.” This is also treated by the ASA as an objective claim, which means it must be backed by independent evidence such as verified market share data or recognised awards. If no such evidence exists — or if there is an established product widely recognised as the market leader — then the claim risks being misleading under the CAP Code.
Instead of using “market-leading,” businesses are on safer ground by highlighting strengths that can be substantiated. Examples include describing a product as:
- innovative — if it introduces a genuinely new feature or approach
- fast-growing — if you can show data on user uptake or sales
- trusted by [specific customers] — e.g. housing associations or NHS Trusts, with verifiable case studies
- designed for [sector or regulation] — for instance “developed to meet the requirements of the latest fire safety legislation”
- proven in [context] — e.g. “in use across more than 200 commercial sites”
These are verifiable statements that differentiate the product without straying into misleading territory.
Importantly, this applies not just to paid ads. The Advertising Standards Authority (ASA) covers LinkedIn posts, Facebook updates, tweets and other social media content if they promote a company’s services. A LinkedIn post boasting of being “the UK’s No.1 Fire Safety Company” is therefore within ASA’s remit.
The CAP Code applies equally to all marketing communications, whether aimed at consumers (B2C) or businesses (B2B). However, in practice the ASA tends to apply greater scrutiny to claims directed at consumers because they are considered less knowledgeable and more vulnerable to being misled. While the same rules technically apply to trade audiences, enforcement is often more active in consumer-facing contexts.
Persistent breaches can also trigger Trading Standards enforcement. In Fire & Security, false claims are not a minor issue. They can mislead both consumers and businesses, distort buying decisions, damage trust and ultimately put safety at risk.
For Fire & Security providers, the implications go even further. Misleading advertising does not only risk ASA sanction, it also raises questions about competence under the Building Safety Act.
False Claims and Competence under the Building Safety Act
The Building Safety Act 2022 and the updated Building Regulations, specifically Section 11F, require providers to demonstrate competence — defined as having appropriate Skills, Knowledge, Experience, and Behaviours (SKEB) or, in the case of organisations, sufficient “organisational capability” — for any building or design work undertaken
While the Act and regulations do not explicitly mention advertising claims, misleading or exaggerated marketing could reasonably be interpreted as undermining the Behavioural element of competence required by Section 11F.
In this sense, while not a direct statutory breach, false claims in marketing may call into question a provider’s compliance with the SKEB framework and, therefore, their fundamental competence under the law.
Misrepresenting certification can also undermine other elements of SKEB. For example, one company was seen offering Fire Door Inspections while claiming BAFE SP205-1 certification. SP205-1 is the scheme for Life Safety Fire Risk Assessments, not Fire Door Inspections. Presenting the wrong approval suggests either a lack of knowledge about certification scope or a willingness to mislead — both of which directly undermine the competence requirements set out in SKEB.
This makes a clear link between false advertising claims and the wider question of competence. It also leads directly to another critical area: compliance with the rules of industry certification and membership schemes.
Fire & Security Marketers Must Also Follow Certification and Membership Rules
Beyond ASA requirements, Fire & Security firms holding approval from NSI, SSAIB or BAFE must also comply with each scheme’s rules — particularly around how approvals and logos are represented. False claims are not only about marketing claims; they also occur when a company displays a certification mark it does not hold, or uses it in a way that exaggerates the scope of its approval.
- NSI: Approved companies must describe their scope of approval accurately and use NSI logos only in line with scheme rules. Misrepresentation — for example, suggesting approval covers services outside the certified scope — can result in a Non-Conformity (NC or NCR) being raised during audit. Failure to correct NCs may lead to suspension or removal from the scheme. (NSI Regulations PDF)
- SSAIB: Certification is maintained through independent audits. If a company misuses logos or implies approval beyond its certified scope, this will be identified as part of the audit process and may be raised as a Non-Conformity. Issues must be corrected promptly, and persistent or serious failures can result in withdrawal of certification. (SSAIB)
- BAFE: Registered companies must appear on the BAFE Fire Safety Register and, when using the BAFE logo, must also display their unique Registration Number. The Brand Guidelines explicitly prohibit misleading the public by implying registration covers all works offered if this is not the case. Misuse of the logo or omission of the ID is a breach and may result in complaint, intellectual property action or loss of registration. (BAFE Brand Guidelines PDF)
Case Examples of False or Misleading Marketing
- ASA ruling (2019): A fire alarm installer claimed to be “the UK’s leading” without evidence. The ASA ruled the claim misleading.
- ASA ruling (2017): A security provider claimed to be “the most trusted in Britain.” The ASA judged the claim unsubstantiated.
- NSI actions (2020–2023): NSI has published cases on its “Wall of Shame” where companies misused the NSI Gold logo, leading to public censure. View NSI Wall of Shame.
- BAFE warning (2021): BAFE issued a public warning about firms falsely using its logo without appearing on the official register.
Fire & Security Marketing Best Practices to Avoid False Claims
- Cite your sources for “number one” or award claims.
- Avoid vague slogans unless backed by verifiable evidence.
- Follow NSI, SSAIB and BAFE guidance if you hold approval or use certification marks.
- Audit your marketing regularly across websites, brochures and social media.
Honest marketing protects not only your company but the credibility of the entire Fire & Security industry.
False Claims in Fire & Security Marketing FAQs
Does the ASA cover LinkedIn posts?
Yes. The ASA’s remit extends beyond paid ads to include a company’s own social media posts if they promote products or services. This falls under the
CAP Non-Broadcast Code.
Can Fire & Security companies call themselves “No.1” without proof?
No. Claims like “No.1,” “leading,” or “most trusted” are treated as objective statements under the CAP Code. Without independent evidence, they are likely to be ruled misleading. See examples in the
ASA rulings database.
Are the rules stricter for consumers than for businesses?
The same rules apply, but the ASA enforces them more strictly in consumer advertising because consumers are considered less knowledgeable and more vulnerable to misleading claims. Guidance for businesses is available on the
ASA’s Advice for Businesses page.
Next Steps for Responsible Fire & Security Marketing
At Lollipop, we believe in structured, transparent marketing that builds trust over time. If you want to see how this can be achieved in practice:
- Read our Fire & Security Marketing Strategy Ultimate Guide to learn how firms can market effectively without exaggeration.
- Explore our Digital Marketing for Fire & Security Companies services to see how integrity and strategy work together to deliver real results.
Final Word
False claims may look like a quick win in marketing, but in Fire & Security they are a liability. In this industry, truth isn’t optional, it’s compliance.
Disclaimer: This article is provided for general information and industry awareness. It does not constitute legal advice. For specific guidance on compliance with the ASA, the Building Safety Act or certification schemes such as NSI, SSAIB or BAFE, you should consult the relevant regulatory body or a qualified legal professional.
