Although initially developed in response to safety concerns on product performance, CCPI’s impact is being felt by marketing teams as much as by those in technical or compliance roles
The introduction of the Code for Construction Product Information (CCPI) is forcing construction marketers to rethink how they promote the products they sell.
For marketers, CCPI signifies a move away from persuasive claims and messaging to a focus on facts, evidence and data. So, terms like ‘market-leading’ or the ‘world’s first’ are no longer acceptable as product descriptors – unless there’s robust evidence to substantiate the claims that is. The Code dictates that all information relating to products is accurate and accessible so specifiers, contractors and installers have the relevant data and documentation on every product they use and can demonstrate it.
And as more manufacturers move to CCPI verification, the way marketing information is created and managed is evolving rapidly.
Fire stopping specialist, FSi Promat, part of the Etex Group, was one of the early adopters of the Code. Emma Taylor, marketing manager, explains how its introduction has fundamentally reframed the role of marketing in the construction industry.
“CCPI has made everyone stop and think about the responsibility that sits with product information. Marketing isn’t just about communicating benefits, it’s about making sure that what we publish is precise, backed by evidence and clear.
“The most important thing for marketers to embrace is a clear and unambiguous use of language to describe products. Phrases that include exaggerated language are rightfully being challenged because they lack sufficient clarity or content.”
Every product performance claim must stand up to scrutiny
This means marketers today must have a greater depth of understanding of the relevant test standards and technicalities of products so they can provide evidence, instead of focusing purely on headline performance.
As a result, product information is becoming much less promotional in tone but far clearer in intent.
Alexander Swann, managing director at B2B marketing agency, Lesniak Swann, explains: “We’re seeing clients recognise that credible marketing depends on a clear understanding of regulatory frameworks so well-intentioned messaging doesn’t become a risk instead of an asset.
“We work with manufacturers to translate complex regulatory requirements into clear, accurate and engaging communications. And help them to understand not just how to tell a product story, but where the regulatory boundaries sit, and how to work confidently within them while still supporting sales and specification.”
CCPI also places greater emphasis on how accessible product information is
For marketers, this has changed not only what they say, but how information is structured and presented.
For example, instead of burying compliance data deep within technical documentation, manufacturers must now ensure key information on products is easily accessible to specifiers and contractors.
Taylor continues: “It’s no longer good enough for information to just exist somewhere. It must be easy to find, easy to understand and clearly linked to the product it relates to.”
This has prompted a rethink of layouts, information hierarchies and how digital and print assets work together. It has also highlighted the reality that product information rarely stays in just one place.
One of CCPI’s less visible, but most significant impacts has been on internal processes. Transparency, accountability and traceability are core principles, and they extend to how marketing information is created and approved.
For many companies in the construction supply chain, this has meant formalising workflows.
Swan continues: “We’ve seen a shift to much clearer governance – who reviews content, who approves it, and how changes are documented matters much more now.
“Having a transparent review process is essential as it allows those responsible to show not just the final version of a document, but how it was developed, who’s challenged and signed off. That’s a significant cultural change for marketing teams.”
This shift is also reshaping how marketing teams engage with regulation more broadly
Digital review platforms such as Review Studio are increasingly being used to support this shift, so marketing teams have a clear audit trail of edits, comments and approvals at each stage.
While CCPI places direct obligations on manufacturers, its implications extend across the construction supply chain. Clearer product information supports better decision-making for specifiers, contractors and clients alike.
Swann concludes: “As CCPI adoption continues to grow, its influence on construction marketing is likely to deepen. Manufacturers that invest now in compliant, transparent communication aren’t just reducing risks. They’re strengthening their reputation, and in a market that’s hard won that clarity becomes a genuine competitive advantage.”
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