Vulnerable customers

Many of the people who buy from us are living with a long-term health condition, caring for someone who is, or have just had a diagnosis that is frightening and confusing. Some are older, some find reading or technology hard, some are short of money, and some are simply having a very bad week. Any of us can be vulnerable at times.

This policy sets out how we design our products and treat our customers so that nobody is disadvantaged, pressured or misled, in line with the Consumer Protection from Unfair Trading Regulations 2008 and the Equality Act 2010, and with the spirit of the Financial Conduct Authority’s guidance on the fair treatment of vulnerable customers even though we are not a financial firm.

We recognise vulnerability may arise from, among other things:

• health: a new or serious diagnosis, cognitive impairment, mental ill-health, sight or hearing loss, low energy from illness or treatment;
• life events: bereavement, caring responsibilities, relationship breakdown, loss of work;
• resilience: low or irregular income, debt, no savings to absorb a mistake;
• capability: low literacy or numeracy, English as an additional language, limited confidence with technology or online payments.

Vulnerability is often invisible and often temporary. We do not ask customers to declare it; we design as if any customer might be.

• Plain English. Guides and pages are written in short sentences with everyday words, and we explain the reason behind every food rating rather than just giving a verdict.
• Readable. Large type, high contrast, generous spacing and a printable Fridge Finder for people who prefer paper. See our accessibility statement.
• One purchase, no subscription. You buy a guide once. There are no recurring charges, no auto-renewals and no “free trial” that turns into a bill.
• No pressure. We do not use fake countdown timers, invented scarcity, pre-ticked add-ons or guilt-based “are you sure?” screens. Any limited-time price we show is real.
• Honest claims. Our guides are educational information, not treatment. We say so on every page and in every guide, and we never suggest a guide can replace a doctor, dietitian or medicine.
• Clear prices. The price you see is the price you pay, in pounds, including any VAT.

• We give you as much time as you need and explain things more than once if that helps. You can contact us by email or phone, whichever is easier, and ask for a reply in writing so you have a record.
• We will happily speak to a family member, carer or friend acting on your behalf, once you have told us that is what you want.
• If you tell us you are struggling, we will slow down, keep it simple and never try to sell you anything.
• Our 14-day money-back promise applies to everyone without question. If you bought by mistake, bought twice, or someone bought on your behalf without your agreement, tell us and we will refund you even outside 14 days where it is reasonable to do so.
• We train everyone who answers customer messages on this policy.

We publish food information. We are not clinicians and cannot assess your health, so if a conversation suggests you need medical, emotional or financial help we will say so kindly and point you to people who can:

• Health: your GP, or NHS 111 (phone or 111.nhs.uk); in an emergency, 999.
• Condition charities: Diabetes UK helpline 0345 123 2399; Kidney Care UK 01420 541424; Blood Pressure UK; Heart UK helpline 0345 450 5988; the UK Gout Society; the British Liver Trust helpline 0800 652 7330.
• Emotional support: Samaritans, free on 116 123, any time.
• Money and consumer rights: Citizens Advice 0800 144 8848; StepChange debt charity 0800 138 1111.

If we become seriously concerned that a customer is at immediate risk of harm, we may encourage them to contact emergency services and, in the rare case where the law allows and it is necessary to protect life, contact emergency services ourselves. Anything you tell us about your circumstances is kept confidential and used only to serve you better; see our privacy policy.

If anything on this site or in our guides felt confusing, pressuring or inaccessible, please tell us at support@foodmadeclear.co.uk. We review this policy at least once a year and whenever a customer’s experience shows us something to improve.