CAP Code

The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) is the rule book for non-broadcast advertisements, sales promotions and direct marketing communications in the United Kingdom. It is written and maintained by the Committee of Advertising Practice (CAP) and administered by the Advertising Standards Authority (ASA). The 12th edition of the CAP Code came into force in September 2010.

The 12th version was released because the digital remit of the ASA was to be extended to cover online marketing communications, for example banner advertising, popup windows, pay-per-click campaigns, social media and online video. Website owners were given a 6-month period of grace to ensure that their websites and online marketing comply with the new CAP Code rules. The rules came into full force on 1 March 2011.

There are 22 sections of the code and must be followed by all advertisers, agencies and media. The Code is enforced by the Advertising Standards Authority.

Rules relating to social responsibility; legality and fair competition. It also spells out that the ASA applies the Code in the spirit, as well as the letter.

Rules about making sure material is clearly identifiable as marketing communications / advertisements / advertorials.

A key and extensive section of the Code, containing rules such as substantiation (evidence to prove claims); pricing; the use of the word ‘free’; availability of products, comparisons, testimonials and more.

Rules to ensure that ads do not cause harm or serious or widespread offence. Includes rules relating to shock tactics, unsafe practices and photosensitive epilepsy.

Rules that must be followed if directing ads at children or featuring them. Includes rules about unsafe practices and unfair pressure; pester power and sales promotions for children.

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