Construction agencies.

The Building Safety Act 2022 sits at the top of the regulatory stack for construction marketing. Higher-Risk Buildings (HRBs, defined as buildings of at least 18 metres or seven storeys with two or more residential units) move through three Gateways policed by the Building Safety Regulator inside HSE: Gateway 1 at planning, Gateway 2 before construction starts, and Gateway 3 before occupation, with the BSR rejecting around 40% of Gateway 2 applications for failing to meet requirements and a further 35% for missing or incomplete information. Marketing copy that uses phrases like 'BSA approved', 'Gateway 2 ready', 'fully compliant with the Building Safety Act' or 'approved for HRBs' needs to be either evidenced against the documented scope of certification or rewritten in qualified language. The Code for Construction Product Information (CCPI), backed by the Construction Products Association and signalled in the government's Construction Products Reform White Paper, is the working standard for clear, accurate and verifiable product information. CITB sets the skills and competence framework that sits behind CSCS card issuance, and most main-contractor sites refuse entry without a current CSCS card backed by the CITB Health, Safety & Environment Test. Constructionline holds the legacy PAS 91 question set; PAS 91 was withdrawn following PPN 03/24 in March 2024 and the Build UK / Constructionline Common Assessment Standard is now the dominant prequalification framework used by main contractors and public buyers. The ASA enforces capability and outcome claims under rule 3.1 of the CAP Code (misleading) and rule 3.10 (qualifications must clarify rather than contradict), and environmental claims under Section 11 of the CAP Code plus the CMA Green Claims Code, with active monitoring of recyclability, carbon-neutral and 'net zero' copy in force since April 2024.

• · Specification-cycle fluency: the team can describe how a product moves through architect, structural and MEP engineer, quantity surveyor and main contractor on a real scheme, the named role of NBS Chorus, NBS Source and the NBS National BIM Library in that flow, and how the spec is locked, value-engineered and protected against substitution at tender stage
• · CPD-content discipline: a track record of getting manufacturer content through the RIBA CPD Providers Network assessment, an editorial line that treats the architect as a learner rather than a lead, and an understanding that an RIBA-approved CPD seminar or factory tour earns specifier time in a way that a paid-social campaign cannot
• · Named construction case studies with documented BD or specification outcomes (framework wins, named-supplier status on a Tier 1 contractor list, EPD-backed product placements, CCPI registrations, Constructionline / Common Assessment Standard accreditations) rather than vanity click or impression metrics
• · Building Safety Act and product-information literacy: copy that distinguishes product compliance from project compliance, references certification scope and intended use, and would not be rewritten by a duty-holder or compliance manager before a Gateway 2 submission
• · BIM and structured-data integration: the team treats BIM objects, CCPI-conformant product information and EPD data as marketing assets, not engineering deliverables, and can sit a manufacturer's NBS Source listing alongside its sales site, technical PDFs and CPD programme as one connected specification funnel

• · Consumer or D2C playbook applied to a specifier audience: short-cycle paid social, broad creative testing and CRO-led funnel language pitched at architects and quantity surveyors who actually buy through specification, framework status and named-supplier lists rather than landing-page conversion
• · Weak CPD discipline: no plan to get content through the RIBA CPD Providers Network assessment, no understanding of the RIBA Core Curriculum mandatory topics, no view on how a manufacturer earns repeat seminars with a practice once the first one lands
• · Building Safety Act blindspots: phrases like 'BSA approved', 'Gateway 2 ready', 'safe for all residential applications' or 'approved for HRBs' that are not backed by documented certification scope and would trip a CCPI or BSR review
• · Net-zero and embodied-carbon copy that lifts manufacturer marketing without substantiation, with no plan to clear Section 11 of the CAP Code, the CMA Green Claims Code or the ASA's April 2024 active-monitoring focus on recyclability and disposal claims; absolute terms like 'carbon neutral' or 'zero embodied carbon' need lifecycle evidence on file
• · No BIM or spec-data integration: manufacturer marketing that ignores NBS Source, ships poorly modelled BIM objects, treats CCPI registration as a back-office exercise and assumes a glossy PDF and a trade-press ad still close the loop with a specifier