Ban Government bodies from describing taxpayer-funded services as “free”

Ban Government departments and public bodies from describing all tax-payer funded services as “free” and require clearer terms such as “tax-payer funded” or “publicly funded” in all official communications, guidance, and campaigns.

We believe Government communications label tax-payer funded services as “free”, which can mislead the public about who pays for them. We believe more accurate language could improve transparency, strengthen trust, and ensure people understand how public services are financed. Clear, honest wording could help accountability.

The Government understands the need for transparency in how publicly funded services are described and is committed to clear, accurate and honest communication with the public.

Government communications are guided by the principles set out in the Government Communication Service (GCS) Propriety Guidance, Marketing Guidance and the Civil Service Code, which require communications to be truthful and factually accurate.

Specific language used in communications is the responsibility of individual government departments and public bodies to ensure organisations can tailor their communications to their specific audiences and contexts. This ensures messages are clear and easily understood by the people they are intended to reach.

When services are described as "free", this typically refers to the fact that they are free at the point of use – meaning the individual accessing the service does not pay a direct charge at the time they use it. This is a widely understood convention, particularly in relation to services such as the National Health Service, state education and public libraries. The Government does not consider that this terminology misleads the public, as there is broad public awareness that such services are funded through taxation.

Mandating specific terminology across all government communications would be impractical and could, in some cases, reduce clarity rather than enhance it. Different contexts may call for different approaches to ensure that information is communicated as effectively as possible.

The Government will continue to ensure that its communications are clear accessible and honest, and will keep its guidance under review to reflect best practice.

Cabinet Office