Tools and providers
Part of How to choose short form video tools and providers for a marketing team
Short form video vendor due diligence explained for English buyers
A buyer's checklist for short form video vendor due diligence in England, covering company records, platform ad rules, data protection and contract terms.
What to take away
Vendor due diligence is the documented check of a supplier's legal, financial and platform standing before you commit budget.
- Verify the legal entity on Companies House, including filing history and any charges, before you sign anything.
- Confirm the supplier understands the ad rules for each platform you plan to use, not just the creative formats.
- Check how personal data moves between the supplier, the platform and your own systems.
- Agree measurement definitions, exit terms and who owns the creative in writing.
- Keep the evidence pack so a later audit can follow the same trail.
Start with the legal entity
Ask for the registered company name, number and registered office. Then cross-check each on Companies House, which shows filings, accounts and any outstanding charges. A trading name alone tells you very little.
Legal entity due diligence checks
- Registered company name
- Company number
- Registered office
- Companies House filings
- Outstanding charges
- Signing entity confirmed
- Subcontractors abroad noted
Where the supplier is part of a group, check which entity will sign and invoice. A parent company guarantee is worth requesting if the trading entity has thin accounts.
A clean record only tells you what was filed. Ask about anything that does not match the trading history you have been shown.
If the supplier subcontracts editing or media buying abroad, note that in the file. It affects both data protection and your ability to enforce the contract.
Check platform and advertising rules
The UK legal framework for digital services and online advertising is set out in the Digital Economy Act 2017, so ask how the supplier keeps pace with changes. A vendor that cannot describe its review process is a risk.
Platform policy review process
- Read Digital Economy Act 2017
- Check YouTube ad formats
- Check Meta Business Help Centre
- Name policy owner
- Request written checklist
- Diarise quarterly review
For YouTube activity, read the official YouTube ad formats guidance and confirm the supplier can explain which formats suit vertical video. For Facebook and Instagram, the Meta Business Help Centre covers policy and troubleshooting for video ads.
Ask for a named person responsible for policy updates, and when they last refreshed their internal guidance. Request their own written checklist rather than a verbal summary.
Diarise a policy review each quarter, because platform rules change faster than annual planning cycles.
Data protection and contracts
Establish what personal data the vendor processes, where it is stored and who can access it. A data processing agreement should sit alongside the main contract, not arrive later.
Ask which sub-processors are involved, where they sit and how quickly a breach would be reported to you. If answers change between calls, keep both versions in the evidence pack.
Check retention periods for audience data, comment moderation and lead forms. Vague answers here cause problems at renewal.
Before comparing quotes, read our short form video tools and supplier guide for 2027 so you score every vendor against the same criteria. Then compare what each will actually deliver.
A due diligence checklist
| Check | Evidence to request | Red flag |
|---|---|---|
| Legal entity | Companies House record, VAT number | Trading name only |
| Financial standing | Latest accounts, group structure | Overdue filings |
| Platform knowledge | Policy review notes, named owner | No update process |
| Data protection | Processing agreement, retention schedule | Data location unknown |
| Measurement | Metric definitions, reporting sample | Vanity metrics only |
| Exit terms | Notice period, asset handover, ownership | Creative locked to vendor |
Work through the table in order. Each row should end with a dated note and the name of the person who checked it.
Commercial terms and measurement
Agree how views, watch time and conversions are defined before any campaign starts. Two vendors can report the same campaign with very different numbers.
Ask who owns raw footage, edits and account access at the end of the contract. If the vendor holds the ad accounts, plan the handover early.
For a team spending, say, £6,000 a month on production and media, a clear exit clause matters more than a small discount on fees. Set a review point at 30 and 90 days so weak performance shows up early.
Once the contract is signed, the operational work begins. Our short form video tool implementation in England breaks down the first weeks of setup and access control.
Common questions
How long should vendor due diligence take?
For a small supplier, allow one to two weeks once you have the documents. Larger suppliers with subcontractors take longer because data flows and group structures need checking.
Do I need a data processing agreement for video ads?
Yes, if the vendor handles personal data such as lead forms, pixel events or audience lists on your behalf. The agreement should state retention, sub-processors and breach notification.
What if the vendor refuses to share accounts?
Treat it as a serious warning. You should hold admin access to your own ad accounts and brand channels, with the vendor working as a user under your ownership.
Is a cheap quote worth the risk?
Only if the cheaper vendor passes the same checks. Compare on total cost, including handover, tooling and the staff time needed to manage the relationship.
