The BCAP and CAP Code Pack

Author:

Broadcast Committee of Advertising Practice

Publisher:

TSO (The Stationery Office)

Both the CAP and BCAP Codes are administered by the Advertising Standards Authority (ASA) as the UK's independent advertising regulator. The Codes reflects and complements the law, and demands that all ads must be legal, decent, honest and truthful in order not to mislead, harm or offend.

All UK TV and radio advertisements must comply with the mandatory BCAP Code (The UK Code of Broadcast Advertising). Broadcasters and advertisers have a duty to ensure the ads are in line with the spirit as well as the letter of the Code before they are aired.

This new BCAP Code combines into one book the previous four separate broadcast Codes (Radio, TV, TV scheduling, Text Services). The new Code demands that all UK advertisements are developed with a sense of social responsibility.

It contains important information on sector or audience-specific rules that are intended to protect consumers and provide a level playing field for advertisers.

All UK non- broadcast advertisements and sales promotions, including those online, must be developed with a sense of social responsibility and comply with the mandatory CAP Code (The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing).

The CAP/ASA system is recognised by Government, Office of Fair Trading and the Courts as the established means of consumer protection in non-broadcast marketing communications, making the CAP Code an essential reference for all marketers, agencies, media owners and legal/compliance advisers.

The new CAP Code applies to all forms of marketing communications in non broadcast media.

The new Code sets out the mandatory rules intended to protect consumers and provide a level playing field for advertisers. As well as the overarching requirements of the Code, there are also sector or audience-specific rules.

Extent	2 volumes (188 pages, 148 pages)	ISBN	9780117063778
Size	Crown quarto	Price	£44.99
Format	Paperback	Published	16 Aug 2010
Availability	Out of Print: but may be available to order	Delivery	Delivery options and charges