The CAP Code

The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing

Author:

The Committee of Advertising Practice for Non-Broadcast

Publisher:

TSO (The Stationery Office)

Advertising plays an important role in today's world - it informs, entertains and promotes healthy competition. 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 Code is administered by the Advertising Standards Authority (ASA) as the UK's independent advertising regulator. The Code reflects and complements the law, and demands that all adverts must be legal, decent, honest and truthful in order not to mislead, harm or offend.

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, including:

• Adverts and advertorials in newspapers and magazines

• Posters and billboards

• Internet ads and paid search

• Cinema, video, DVD and Blu-ray adverts

• Marketing databases

• Sales promotions

• Brochures

• Leaflets

• Circulars

• Emails

• SMS text

• Catalogues.

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.

For example, rules that cover advertising and children, or categories such as alcohol, food and nutritional claims, health and beauty, financial products, gambling, motoring and environmental claims.

The new CAP Code replaces all previous editions.

Extent	148 pages	ISBN	9780117064102
Size	Crown quarto	Price	£24.99
Format	Paperback	Published	16 Aug 2010
Availability	Out of Print: but may be available to order	Delivery	Delivery options and charges