Advertising, marketing and communications spending control guidance

GCS works with all central government organisations to ensure that, where taxpayers’ money is being spent on government communications, it is cost-effective and reflects best practices.

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Spending controls

The Cabinet Office spending controls help organisations to reduce unnecessary spending. They also encourage cross-government collaboration. The Cabinet Office operates the controls on behalf of HM Treasury. The controls cover many different areas of spending, including advertising, marketing and communications (AMC).

The AMC spending controls apply to campaigns, projects or programmes with planned communications expenditure of £100,000 or more within a financial year (FY). Read ‘Advertising, marketing, and communications controls’ to learn more about the types of expenditure that are within the scope of the control.

Breaches of the controls are serious and may lead to financial sanctions.

Spending approval process

The process to request approval for advertising, marketing, and communications expenditure of £100,000 or more involves 3 stages:

Stage 1: Submit a strategic case

Before the beginning of the financial year (between October and December), departments and ALBs submit an overview of any campaigns and programmes of communications planned for the next financial year. This is known as the strategic planning exercise.

GCS will assign a RAG (red, amber or green) rating for each case, which determines the level of assurance applied to campaigns in the next stage. RAG ratings are approved by the Cabinet Office Minister, whose portfolio includes spending controls.

Unanticipated cases

For any campaigns that were not anticipated in the strategic planning exercise, you must submit a full technical case to GCS. Unanticipated cases will be challenged and will only be accepted where the need for communications could not reasonably have been foreseen.

Stage 2: Professional assurance (PASS)

Campaigns rated as green

Campaigns that receive a green rating at strategic planning are considered approved, subject to any conditions set. No technical case will be required.

Campaigns rated as red or amber

You must complete a technical case form, before committing to any spend above the £100,000 threshold. Always complete the template as clearly and concisely as possible – this will reduce the need for clarifications later down the line.

Technical (PASS) case – FY 2024/25 (GCS members only – updated 2 September 2024)

You are strongly encouraged to contact the relevant GCS lead when developing your technical case. They will work with you to answer your questions, raise any queries, and advise on any further information or amendments that may be required. 

Technical cases should be approved by the relevant organisation’s Director of Communications, before being formally submitted to GCS for approval. The expenditure must also have received all relevant internal approvals. 

When your technical case is ready to be formally submitted, send the completed template to communications.controls@cabinetoffice.gov.uk, copying the relevant GCS lead.

Cases with a red rating will be assured by GCS and submitted to the Cabinet Office Minister for a formal decision. 

Cases with an amber rating will be assured by GCS only.

Stage 3: Meeting conditions set on spending approval

If your AMC spending control application is approved, you will receive an HMG approval code. This code should be included in all briefs and other paperwork related to the case.

Spending control approval may be contingent upon meeting specific conditions. These will be set out in the decision letter sent to your Director of Communications and you will be asked to acknowledge these conditions.

Our acceptance of any application for spending in a subsequent financial year will be dependent on you meeting any conditions set on previous approvals. All approved campaigns must submit regular KPI reporting, as well as an end-of-year evaluation report to GCS. The end-of-year report should outline the results achieved against the campaign’s objectives, identify any lessons learnt and provide recommendations for future activity. 

Service Level Agreement (SLA)

GCS works to a 21 calendar day SLA from the date that a technical case is formally submitted. We cannot guarantee a response faster than this so please ensure the 21-day turnaround is factored into your planning for campaign delivery. 

For cases submitted after midday, the SLA will commence the following day. The SLA does not apply during parliamentary recess.

Contacts

For general enquiries about the scope or process for advertising, marketing and communication spend controls, email communications.controls@cabinetoffice.gov.uk.

Your application will be overseen by one of the following GCS leads (contact them via the GCS Connect Directory)

  • Economic growth: Alex Kelsall, Ayesha Carmouche
  • Clean energy: Jen Hepker, Emma Hill
  • Health and the NHS: Ellen Mcpherson, Lee Sumner
  • Opportunity: Alice Preedy, Ailsa Brown, Lee Sumner
  • Safer streets: Jenny Sheils, Peter Serjent
  • Other:
    • Recruitment: Emma Hill
    • Safety: Peter Serjent, Ayesha Carmouche
    • Public service delivery: Ellen Mcpherson, Ailsa Brown

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