News Archive

Amended Distance Selling rules in the UK Code of Broadcast Advertising

23 March 2012

Following a public consultation, the Broadcast Committee of Advertising Practice has decided to restrict the scope of the Distance Selling rules in the BCAP Code.

New advertising rules for energy related products

15 March 2012

New Telecoms Help Notes: get up to speed

15 March 2012

New ad rules on unplanned pregnancy advice

20 January 2012

The Committees of Advertising Practice are today announcing new rules surrounding the advertising of unplanned pregnancy advice services.

CAP launches review into child brand ambassadors and peer-to-peer marketing

13 January 2012

CAP announces new GMP Chairman

11 January 2012

Chris Macdonald, Chairman of McCann Worldgroup London and CEO of McCann London, has been appointed Chair of the General Media Panel (GMP).

New Chairman of AAC announced

05 January 2012

Andrew Brown awarded CBE in New Year Honours List

03 January 2012

New rules on energy labelling

15 December 2011

Empowering and protecting consumers

12 October 2011

The ASA has responded to a recent Government consultation that calls for changes to help empower and protect consumers. These proposals could impact on the work of the advertising regulatory system. Find out what impact these proposed changes could have on the ASA.

ASA concludes process review

12 October 2011

The ASA has been reviewing its core regulatory processes with a view to becoming more effective, efficient, cost-effective and in tune with its stakeholders.  Read on to see how this may improve your experience of dealing with the ASA.

Scotland calls time on alcohol price promotions

12 October 2011

On 1 October, Scotland banned off-licensed premises from making available certain types of alcohol promotion.  To ensure consumers are not misled by ads that imply these promotions are available in Scotland when they are not, CAP and BCAP have produced guidance to assist compliance with the Advertising Codes.

Let children be children

12 October 2011

Concerns about commercialisation and sexualisation of children has been high on the political agenda following the Bailey Review. The ASA has been taking steps to reduce the amount of sexualised imagery used in outdoor advertising where children are likely to see it.

Up to speed with telecoms advertising?

12 October 2011

Two new Help Notes were published in September  - one on broadband speed claims and the other on the use of “unlimited” claims in telecoms advertising. Their aim is two-fold; to help advertisers comply with UK Advertising Codes, and to protect consumers from misleading claims. Read our comprehensive guide to telecoms advertising.

Weaving an untangled web – extension of the ASA’s online remit

12 October 2011

The extension of the ASA’s online remit in March was a landmark regulatory development, especially for those responsible for marketing claims on their websites and social network sites under their control.

Under the influence (of the ASA)

12 October 2011

Two ads for alcoholic drinks, one for Heineken and the other for Cell Drinks, both presented a light-hearted and fun approach to their products. But the ad for Cell Drinks was found by the ASA to have breached a number of rules relating to the portrayal of alcoholic drinks whereas Heineken’s ad was deemed acceptable. So what are the rules and where does the ASA draw the line?

Changes in advertising of 'unlimited' and broadband speed claims

29 September 2011

New guidance, published today, brings clarity to advertisers and consumers on the use of “unlimited” and “up to” speed claims in telecommunications and broadband ads.

Advertising Code writing bodies welcome new industry panel on children

09 June 2011

CAP and BCAP welcome today’s announcement that the Advertising Association has set up a new industry panel to address some of the concerns outlined in the Bailey Review.

ASA/CAP Annual Report 2010: Achieving change through engagement

12 May 2011

The Committee of Advertising Practice (CAP) and Advertising Standards Authority (ASA) Annual Report 2010 published today, highlights a year of significant change. Whether it was the introduction of new Advertising Codes, assuming responsibility for video-on-demand ads, preparing for the extension of our online remit or the comprehensive review of our processes, it has been a very busy year.

Protecting children is at the heart of our work

11 May 2011

It can’t have escaped adland’s attention that concern about the commercialisation and sexualisation of children is high on the political agenda. Advertising is under the spotlight too, but the UK’s advertising self-regulatory system has many positive things to say about the role it plays in protecting children from inappropriate or harmful marketing material.

Acting in the interests of consumers and industry: new ASA Council members appointed

11 May 2011

Advertisers, agencies and media owners will no doubt be fully aware of the occasions when the ASA Council finds an ad in breach of the Codes. What they may not be as familiar with is who the people behind the decisions are.

Ad Campaign – ASA says thank you to Industry

11 May 2011

In January the ASA launched a two-phase cross-media ad campaign designed to alert website owners of the ASA’s extended online remit. The campaign has relied entirely on free space donated by media owners, and the ASA is hugely grateful for industry’s support of the self-regulatory system, manifest in the significant media schedule donated to date.

A strong foundation for getting your cosmetics claims right

11 May 2011

Whether they appear in broadcast or non-broadcast, ads for cosmetics are in danger of breaching the Advertising Codes if they unduly exaggerate what a product can do in practice. To help marketers get it right, CAP and BCAP have issued joint guidance on the Use of Production Techniques in Cosmetic Advertising.

Changing of the guard

11 May 2011

On 30 March, an audience drawn from all parts of the advertising industry and the self-regulatory system gathered together to bid farewell to the outgoing Chairman of CAP and BCAP, Andrew Brown, who had chaired CAP since 1999 and BCAP since 2004.

Advertising guidance brings greater clarity for cosmetics sector

04 April 2011

New guidance, published today, for the cosmetics sector will help the industry to advertise their products without misleading consumers.

The ASA Supplement to the Update on the Process Review

09 March 2011

The ASA’s second update on how it is responding to the independent recommendations made in the Process Review is now available.

Changes to the CAP Code

04 March 2011

The digital remit of the CAP Code has now been extended: both the Introduction and the section on ‘How the System Works’ towards the end of the Code have been amended to reflect the change in remit. The accompanying document is a marked copy of the relevant sections of the Code, which shows these changes.

UK ad industry extends its commitment to responsible advertising

01 March 2011

1 March is a landmark moment for advertising self-regulation. The extension of the UK Code of Non-broadcast Advertising (the CAP Code) and the ASA’s online remit has come into effect. The rules now apply to companies’ own marketing communications on their own websites. It is a development that shows self-regulation at its very best – industry taking responsibility to protect consumers with real and lasting action.

CAP updates database practice rule

14 February 2011

CAP has updated its rule on database practice for collecting data from children for marketing purposes. In 2010, the ICO produced guidance on personal information online. CAP has updated its rule to ensure it is consistent wth that guidance and joined up with the ICO.

New Copy Advice website audit offers a health check for online marketing communications

31 January 2011

From 31 January, the CAP Copy Advice team is introducing a new bespoke website audit service for advertisers. The audits will offer a tailored  and expert assessment of companies’ websites against the CAP Code with a view to giving their marketing communications a clean bill of health and providing compliance guidance.

CAP and BCAP consultations on “Up to” and “Unlimited” Claims

26 January 2011

CAP and BCAP are consulting on their proposals for new advertising guidance on the use of “Up to” broadband speed and “Unlimited” usage claims in telecommunications advertising. The new guidance will help ensure clarity in advertising.

ASA launches B2B ad campaign

17 January 2011

The Advertising Standards Authority has today launched an ad campaign to let businesses know that it will soon be regulating more online marketing. Reflecting its commitment to the self-regulatory system, the industry has played an invaluable role in supporting the watchdog’s campaign.

CAP and BCAP statement on the impact of advertising on body image

16 December 2010

In November 2010 CAP and BCAP (B/CAP) received evidence from Jo Swinson MP concerning the harmful effects of media images on body image and behaviours. After careful consideration of the evidence presented to it, B/CAP considers that there is not persuasive evidence to support a proposal to include a rule that bans digitally altered models in advertising aimed at under-16s.

The ASA's update on the Process Review

07 December 2010

The ASA has published an update on its response to the recommendations made in the Process Review.

James Best is appointed the new Chairman of CAP/BCAP

21 October 2010

The Advertising Standards Board of Finance (Asbof) today announced the appointment of James Best as the new Chairman of the Committees of Advertising Practice (CAP and BCAP).

Change to Rules on Employment advertising

21 October 2010

The Committee of Advertising Practice (CAP) has made a revision to the CAP Code’s Employment, Homework and Business Opportunities section to reflect recent changes in legislation.

Digital remit extension and public relations

28 September 2010

Following a constructive meeting, CAP, ASA and the CIPR have agreed a number of actions to clarify the ASA's extended digital remit as far as it relates to public relations.

Landmark agreement extends ASA’s digital remit

01 September 2010

The digital remit of the ASA is to be extended significantly to deliver more comprehensive consumer protection online. From next year, marketing communications online will be subject to rules to keep them legal, decent, honest and truthful.

New Advertising Codes are here - make sure you comply

01 September 2010

The new Advertising Codes have come into effect today, 1 September 2010. It is important that all those involved with producing advertisements and other marketing communications understand and comply with the revised Codes to avoid the reputational or commercial damage that could result from breaching the rules. CAP Services are here to provide advice on your campaigns and we offer a range of training tools in specific sectors to help you comply.

Final countdown to new Advertising Codes

18 August 2010

CAP and BCAP are giving advertisers a final reminder that new Advertising Codes will come into effect on 1 September. It is crucial that advertisers ensure they know what the rules are to avoid prompting complaints from consumers or competitors and being subject to an ASA investigation.

Video-on-demand (VOD) advertising

02 August 2010

From 1 September 2010, the way the ASA regulates advertising on TV-like video-on-demand (VOD) services will be changing. The ASA has been designated by Ofcom as the co-regulator for advertising appearing on VOD services.

Webcast of Advice:am seminar on the new CAP and BCAP Codes

14 July 2010

The new UK Advertising Codes will come into effect on 1 September 2010 when the ASA will begin to apply the new rules. Watch the advice seminar to help you get up to speed with the changes.

CAP Chairman announces his retirement

13 July 2010

Andrew Brown has announced his retirement from the Chairmanship of the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). Andrew has chaired CAP since 1999 and BCAP since 2004 having led the industry task force that negotiated the ‘contracting out’ of broadcast advertising regulation from Ofcom.

More effective, efficient and in tune with our stakeholders - The ASA’s Preliminary Response to the Process Review

24 June 2010

The Advertising Standards Authority has published its preliminary response to the Process Review of its core functions, conducted with the help of independent consultants. The review has helped to identify a number of improvements which will benefit consumers as well as advertisers by making our operations quicker, more efficient and effective.

Child’s play: Why advertising regulation takes a grown-up approach to protecting children

24 June 2010

Arguably, the cornerstone of the UK advertising regulatory system is the emphasis it places on protecting children. This has always been the case but it is perhaps now, more so than ever, that the system has to demonstrate its commitment to, and effectiveness in, upholding this aim.

Be CAP Code smart about Environmental claims

24 June 2010

If you want to be CAP Code smart, avoid advertising claims such as “environmentally friendly” unless you can provide convincing evidence that your product will cause no environmental damage.

Chewing the Fat – Food Compliance Survey 2009

24 June 2010

The results of the CAP Compliance team’s 2009 Food Compliance Survey are in: 99.4% of the ads surveyed complied with the Codes.

Publishing hard copies of the Advertising Codes

24 June 2010

In March, we launched the new ‘BCAP Code: the UK Code of Broadcast Advertising’ and the new ‘CAP Code: the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing’. Three months later and we are on the brink of publishing the hard copies of the Codes. So why the delay?

New Travel Marketing Help Note: Preparing your campaign for take-off

24 June 2010

As one of the most dynamic and often turbulent consumer markets to work in, advertising is critical in the Travel Sector. CAP’s recently published Travel Help Note contains significant revisions to the previous guidance and aims to address potential pitfalls by bringing together, in one document, advice relevant to a broad cross-section of travel marketers.

Message in a bottle

24 June 2010

In recent years there has been an increased focus on the controls around advertisements for follow-on formula milk. Read on to get some helpful pointers.

Participation TV

24 June 2010

Telecommunications Marketing: CAP to Review Performance and Usage claims

24 June 2010

CAP and BCAP have undertaken to launch a review of broadband speed and ‘unlimited’ usage claims in telecoms marketing in response to concerns from stakeholders, including consumers about whether those claims mislead.

CAP/ASA Annual Report 2009: Responsive regulation for an evolving industry

26 May 2010

The CAP and ASA Annual Report 2009 is now published and reveals how the two organisations work together to ensure responsive and effective regulation in an evolving industry.

CAP and BCAP win EASA Best Practice Award

22 April 2010

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have won the European Advertising Standards Alliance (EASA) Best Practice GOLD award 2010. The accolade is in recognition of CAP and BCAP’s comprehensive and highly successful review of the UK Advertising Codes.

New Advertising Codes launched

16 March 2010

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) today launch new UK Advertising Codes, following a comprehensive review and a full public consultation.

CAP welcomes announcement on extension of CAP Code online

08 March 2010

We welcome the Advertising Association’s (AA) announcement recommending the extension of the CAP Code to cover marketing communications on companies’ own websites.

Post-conception Advice Services in the BCAP Advertising Code - Delay in BCAP’s regulatory decision

01 March 2010

BCAP announces that its proposal to include a rule in the BCAP Advertising Code about post-conception advice services will be subject to further discussion with Ofcom. This will not delay the launch of the Broadcast Advertising Code scheduled for publishing shortly.

Changes to the Advertising Codes: nutrition and health claims in food ads

30 October 2009

Today, the Broadcast Committee of Advertising Practice (BCAP) revised its TV and Radio Advertising Standards Codes to ensure they do not conflict with the legal requirements of Regulation (EC) 1924/2006 on nutrition and health claims made on foods (NHCR).

A minor matter of major importance

29 October 2009

If they choose to feature children in their ads, advertisers must take into account public sensitivities about how and for what purpose they are featured.  The public are quick to lodge a complaint with the ASA if they see something that they believe is harmful, offensive or inappropriate. Some salutary lessons on this topic can be learned from recent ASA adjudications.

Have your say in the ASA’s process review

29 October 2009

The ASA has begun a review of its processes, with a view to ensuring its duties are carried out efficiently and effectively.

Read on for more information and how to have your say.

Alcoholic Drinks Compliance Survey 2008 - Cheers to the last three years

29 October 2009

For the third year in a row the results of the ASA’s survey of alcoholic drink ads show an impressively high compliance rate with the Advertising Codes.  Alcohol advertisers, their agencies and the media continue to properly interpret and apply the alcohol ad rules, which were strengthened significantly in 2005 and which ensure alcohol ads remain responsible.

Crème de la crème: the ASA’s Health and Beauty Products and Therapies Advertisements Survey 2009

29 October 2009

The health and beauty market is huge and competition within it is fierce, which can lead to bold claims from advertisers in this sector.  All advertisers must ensure their product claims, bold or not, are substantiated.  In 2009, the ASA has already issued over 150 rulings on ads for health and beauty products. Here, we highlight some examples as well as recent findings from the ASA’s Health and Beauty Products and Therapies Advertisements Survey 2009.

Say it loud and say it proud: “I am an Advertisement”

29 October 2009

An ad may legitimately draw an association with or adopt the style of a magazine, a TV programme or a website, for example.  But it must be designed and presented in such a way that it is clear that it is an ad.  If there is an obvious possibility for confusion, don’t be shy: say it loud and say it proud: “I am an Advertisement!”

2009 /2010 Annual Statement of the ASA and CAP

22 October 2009

The Annual Statement of the Advertising Standards Authority and Committee of Advertising Practice reveals a significant increase in the number of complaints received in the first half of 2009 compared to the previous year, but it also highlights that those related to fewer ads. 

Playing by the rules – CAP and BCAP launch new Guidance for video games and films ads

22 July 2009

CAP and BCAP, having worked together and with the industry, launch new Guidance on the advertising of video games and films in response to the Byron Review.

Meet the new Secretary of CAP and BCAP

16 July 2009

There has recently been a changing of the guards in the CAP and ASA hierarchy. Roger Wisbey, the former Secretary of CAP and BCAP has retired after 14 years.  In his place, we welcome Shahriar Coupal, the previous manager of CAP’s Code Policy team.  We took the opportunity to ask Shahriar a few questions.

Sexism and sensibility

16 July 2009

The portrayal of men and women in ads in gender-stereotypical or unflattering roles has the potential to cause offence.  What is pernicious sexism to one person, however, may be light-hearted humour to someone else.  In determining whether such portrayals are likely to cause serious or widespread offence...

The Code Review: a busy summer for CAP and BCAP

16 July 2009

These summer holidays may be a quiet time for some organisations but it promises not to be for CAP and BCAP who must immerse themselves in the thousands of responses that they have received to their Code Review consultations.  Read on to learn more about the next steps that CAP and BCAP must undertake before implementing the new Codes.

HFSS TV advertisements finding the right balance

15 July 2009

BCAP has considered Ofcom’s interim findings on the effectiveness of the rules on TV ads for HFSS products.  This article is a bite-sized summary of Ofcom’s findings and BCAP’s consideration of them.

New "Antioxidants" AdviceOnline entry

15 July 2009

The ASA has investigated many claims about the purported health benefits of antioxidants. The Copy Advice team has now summarised all the adjudications in a single comprehensive entry on the Advice Online database on the Copy Advice website.

Addendum to the Consultations on the CAP and BCAP Advertising Codes

01 June 2009

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have launched an addendum to each of the CAP and BCAP Code Review consultation documents.

New Secretary to CAP and BCAP appointed

20 May 2009

Shahriar Coupal has been appointed Secretary to the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). He has also been appointed Director of Advertising Policy and Practice of the Advertising Standards Authority. In both of these roles Shahriar succeeds Roger Wisbey who retired this month after 14 years at the ASA and CAP.

Getting a rise out of the watchdog can result in your ad coming down

15 April 2009

In rare circumstances, if an ad causes serious or widespread offence or detriment to consumers, the ASA has the power to have an ad withdrawn pending the outcome of its investigation.  On those occasions, the strength and effectiveness of the self-regulatory system ensures problem ads are dealt with promptly and taken down.

Keep taking the medicine?

15 April 2009

More things are in heaven and earth than are dreamt about in your advertisement

14 April 2009

OFCOM shows the way to the HFSS content and scheduling restrictions

14 April 2009

Science and statistics can ground your ad

14 April 2009

The CAP and BCAP Code Review

14 April 2009

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP), the bodies responsible for looking after the Advertising Codes, have launched a wide-ranging review and public consultation on the advertising rules. Update@cap article

VW upsets the “volks”

14 April 2009

“You don’t drink? That’s soooo boring!”

14 April 2009

'Twas the season

19 February 2009

A cocktail of recent ASA adjudications on complaints about alcohol ads remind us of the need for alcoholic drinks to be advertised responsibly. Update@cap article

Nutrition and Health Claims Regulation 1924/2006; BCAP consultation: The Regulation of Nutrition and Health Claims in TV and Radio Advertisements

19 January 2009

The regulation requires a few changes to take effect in the CAP and BCAP Codes to ensure that the Codes and the regulation are in harmony.  The CAP Code changes take effect today.  BCAP, which is obliged to consult on Code changes, today starts a consultation that closes on 16 February. The consultation is now closed.

Bon Voyage to misleading cruise holiday prices

17 January 2009

Food Ads Compliance report

17 January 2009

More research to come on food and alcohol advertising

17 January 2009

No prizes for for mal-administered sales promotions

17 January 2009

Realistic representation of consumer experience

17 January 2009

Searching for advice on your ads?

17 January 2009

The CAP Copy Advice team is planning to launch a new dedicated website that will make essential help and guidance easily available to marketers all in one place. Update@cap article

Stressed about the size of your small print? Suffer from banner ad anxiety?

17 January 2009

“Verifiability”: How to ensure that your comparative ads are demonstrably objective

17 January 2009

BCAP Consultation: The Regulation of Unfair Commercial Practices in TV and Radio Advertisements

20 November 2008

TV Food Advertising to Children: an imminent review by OFCOM

29 October 2008

OFCOM has said it intends to review the effects of restrictions on HFSS product TV advertising to children.  Does the review affect you?

Alchol Survey 2007: Spirits Are High

28 October 2008

During December 2007, the Compliance team undertook a survey of alcohol ads, the second to be undertaken since CAP and BCAP revised the alcohol clauses in 2005.The survey sought to establish whether the compliance rate had declined or improved since the previous survey.  Encouragingly, the compliance rate improved by 3% points to 97%.

ASA, Animals and Animation

26 October 2008

If you use animals or animation to add appeal to your ads, you need to take special care whether you are targeting adults, teenagers or children.  A couple of ASA adjudications remind us of some pitfalls.

Gambling Guidance

26 October 2008

CAP and BCAP have just introduced important guidance on three aspects of the gambling-related clauses in the CAP and BCAP Codes.

Greatest Hits fail to score with the ASA

26 October 2008

Recently, a diamond retailer was not a hit with the ASA, which adjudicated that “hits” are an inadequate measure of the popularity of the retailer’s website.  That decision is a lesson to marketers wanting to make, for example, “biggest” or “No 1” superiority claims for their website.

In the driving seat?

26 October 2008

The ASA recently upheld complaints about three different ads because they could have encouraged or condoned dangerous and irresponsible driving. Make sure you don’t take a wrong turning when featuring cars in ads.

An Insider's Guide to Advertising Regulation - Scotland

24 October 2008

Recent and future events

02 October 2008

CAP has a long and varied line-up of training events planned for 2008.  To find out what’s on and when click here.

BCAP Consultation: The Regulation of Unfair Commercial Practices in TV and Radio Advertisements

22 July 2008

This consultation closed at 5.00pm on 22 July.

Advertising and Promotion of NHS funded services

15 July 2008

On Wednesday 30 July, the Committee of Advertising Practice (CAP), along with the Department of Health and NHS Elect, ran a briefing specifically for people within the NHS who will have responsibility for commissioning or approving advertisements for NHS-funded services.

BCAP's revised TV sound levels rule comes into force

07 July 2008

On Monday 7 July, the Broadcast Committee of Advertising Practice (BCAP) revised TV sound levels rule will come into force.

Launch of BCAP Consultation: The Regulation of Unfair Commercial Practices in TV and Radio Advertisements

24 June 2008

Today, BCAP launches its consultation on the Regulation of Unfair Practices in TV and Radio Advertisements and invites stakeholders’ opinions on whether BCAP has correctly reflected the new legal requirements. The consultation closes on 22 July at 5pm.

ASA checks whether cosmetics claims scrub up

22 May 2008

The ASA has published the findings of its Cosmetics Advertising Survey 2007. It reveals that, although cosmetics advertisements achieved an encouraging rate of compliance with the CAP and BCAP Codes of 93%, some sectors performed better than others.

CAP Annual Report 2007

22 May 2008

2007 saw the alcohol, food and gambling sectors coming to grips with new advertising rules and CAP and BCAP began work on reviewing their Codes in full.  Click below to find out more and to read the CAP and ASA Annual Report for 2007.

Make sure you back a winner

22 May 2008

Although some of us like a flutter, it pays to be careful when devising campaigns; you could lose out.  The ASA has recently investigated two campaigns for gambling products, both in non broadcast and broadcast media.  If you choose to gamble with your campaigns, make sure they comply with the Code.

Recent and future events

22 May 2008

CAP’s training seminars cover all types of topics from how to comply with the latest rules to how the rules apply to specific sectors or topics.  Read about recent and future training events run by CAP.

Sound Bites

22 May 2008

On 6 May, BCAP published its new TV sound levels rule, which is intended to ensure that TV ads’ sound levels correspond as closely as possible with programmes.

The CAP and BCAP Code Review

22 May 2008

Many of you will have heard or read something about a review of the CAP and BCAP Codes.  Click below for more information and to read how you can ensure you can have your say.

Update on Environmental claims in ads

22 May 2008

The ASA continues to investigate and adjudicate on complaints about environment claims in ads.  An ASA stakeholder consultation and a CAP industry training seminar hope to thrash out a way forward to ensure fewer ads making environmental claims breach the Codes.

User satisfaction with CAP Copy Advice soars to highest ever levels

22 May 2008

If you have used our Copy Advice service for non-broadcast ads, see how well other users have rated it.  If you have not, check the extraordinarily high satisfaction of those who do.  Our advice is fast, free and confidential; can you afford to do without it?

BCAP has sound control of the situation

06 May 2008

The Broadcast Committee of Advertising Practice (BCAP), the body responsible for writing the TV Advertising Code, has published a new rule on sound levels in TV advertisements. The new rule clarifies existing guidance about noise levels to address consumer concerns that TV ads sometimes seem louder than programming. The rule will come into force on 7 July 2008.

Clearcast

28 February 2008

The company responsible for the pre-transmission examination and clearance of television advertisements, formally known as the BACC, is now Clearcast.  Click below to find out more.

Cosmetic surgery ads: in need of an "extreme makeover"?

28 February 2008

As cosmetic surgery becomes increasingly popular and more affordable, it is important that anyone considering surgery is made fully aware that any operation carries a risk. Cosmetic surgery advertisers should take special care with their ads and, especially because we are in the process of revising and updating our Help Note on Cosmetic Surgery marketing, should consult our Copy Advice team while preparing their ads.

Direct Marketing Association helps to improve DM targeting

28 February 2008

Successful lobbying by the DMA has opened up the possibility of the direct marketing industry being able to clean its lists against the register of deaths.  As well as helping to prevent fraud, the facility to remove names of dead people from mailing lists will improve compliance with the CAP Code.  Click below to read more.

Gambling Survey 2007, a sure-fire winner

28 February 2008

Changes to the CAP and BCAP Codes in September 2007 gave more scope for the advertising of gambling products.  But did advertisers use it to advertise responsibly?  Click below to find out.

Travel doesn't have to be taxing

28 February 2008

Anyone familiar with package holidays will probably recall booking excursions or activities organised by the tour operator.  Sometimes they are paid for before travelling and sometimes they are paid for locally at the holiday destination.  Usually they are optional but must be paid for.  The ASA recently published an adjudication, which confirmed that, if they are compulsory, advertisers must include the costs of excursions, activities or other adds-on in the holiday headline price.

Violence in Advertisements the latest installment

28 February 2008

The depiction of violence in advertisements has continued to be at the forefront of consumers’ minds and the ASA's work over recent months. The ASA has recently reported on its debate on violence in advertising that it held in Nottingham last year and has adjudicated on more complaints about the matter.

Zero tolerance for carbon emissions

28 February 2008

Everyone seems to be getting heated over “green” claims: consumers, competitors and the ASA.  Our Copy Advice team can help you take the heat out of your campaigns.  Read about an advertiser that did not heed our advice.

Ensuring your ads are a safe bet

26 February 2008

When the new gambling advertising rules came into effect on 1 September 2007 many detractors feared a sudden proliferation of ads for betting and gaming services. Six months on, those fears seem unfounded, suggesting that the framework that was put in place to prevent problem ads is working.

Food and soft drink advertisers seem to have digested the new rules

26 February 2008

In 2007, CAP and BCAP introduced new rules for the advertising of food and soft drinks to children.  Our Compliance team surveyed compliance with the new clauses in July.  Click below to find out the results.

Recent and future events

26 February 2008

CAP has a long and varied line-up of training events planned for 2008.  To find out what’s on and when click here.

Two Chairs filled to see through a successful code review

26 February 2008

The self-regulatory system has secured the services of two notable talents in the run up to the Code Review at the end of this year.  Andrew Marsden has agreed to chair the Code Review Working Groups at the request of Asbof and Elizabeth Filkin has agreed to chair BCAP’s Advertising Advisory Committee for another three years at the request of the ASA Chairman.

Broadband speeds

22 February 2008

How fast is yours?  2Meg, 8Meg or 24Meg?  Are your customers, readers, viewers or listeners getting the broadband speeds that are claimed?  Click below for important advice on broadband speed claims.

Food ad claims given a grilling

27 November 2007

Food ads are in the spotlight, with new rules for the CAP and BCAP Codes for food and soft drink ads targeted at children and calls for a 9.00p.m. watershed.  Are companies advertising functional foods misleadingly to a mainly adult, as opposed to a child, audience merely fanning the flames or diverting attention to another point of attack for the food lobbyists to concentrate on?  Click below for information on ASA adjudications and advice on claims for functional foods.

Advice on limited-availability travel offers

26 November 2007

In a recent British Airways adjudication, the ASA has explained how it is likely to evaluate whether promoters of limited-availability offers have breached the CAP Code.

New advice from CAP on "green" claims in ads

26 November 2007

Many advertisers are getting into trouble with the ASA for making misleading “green” claims.  CAP has advice for truly environmentally friendly advertisers.

ASA and CAP in Nottingham

23 November 2007

The ASA and CAP visited Nottingham in November.  The ASA held a debate on violence in advertising and CAP talked to industry professionals about ad regulation.

BCAP launches Guidance on differentiating TV ads for HFSS products from TV ads for brands

23 November 2007

The recently introduced restrictions on TV advertising of food products to children include strict hurdles for HFSS product ads.  Do you think you can identify whether food ads are HFSS product ads?  If you do, click here to discover whether you’re likely to be right.  If you don’t, click here to learn how.

Celebrities in ads: what to do and what not to do

23 November 2007

A celebrity can be an asset to a brand but when an ad featuring a famous person is found to breach a CAP or BCAP Code both the brand’s and the celebrity’s reputation could well suffer.  Discover the pitfalls to avoid with star-studded ads.

Christmas list of tips for seasonal ads

23 November 2007

Read our top tips for Christmas campaigns.  Are you sure you know what to do on prices, product availability and price comparisons?  Click here for more.

Goodbye ICSTIS … Hello PhonepayPlus!

23 November 2007

The industry-funded regulatory body for premium-rate telecoms services has changed its name: ICSTIS is dead; Long Live PhonepayPlus.  But do you know what it does?

Communications and policy unit helping to protect advertising freedom

22 November 2007

Public Affairs is a vital role in many organisations and especially for CAP and BCAP, which share a Communications and Policy Unit with the ASA.

Recent and future events

22 November 2007

CAP and BCAP offer training events throughout the year on the practical implementation of their Codes for all types of marketing professionals from agency graduate intake to senior marketers.

CAP and BCAP guidance on "free" claims in advertisements

14 November 2007

“Free” is the most powerful word in the marketer’s armoury.  CAP and BCAP, mindful that several advertisers have been on the wrong end of ASA decisions upholding complaints about their use of ”free” in advertisements, have drawn up guidance to help advertisers use “free” claims in a way that should be acceptable to the ASA.

Advertising guidance note on differentiating HFSS product TV ads from brand TV ads

05 November 2007

The Broadcast Committee of Advertising Practice (BCAP) has issued a Guidance Note on differentiating HFSS product TV advertisements from Brand TV advertisements. All HFSS product advertisements are subject to scheduling and content restrictions designed to protect children by encouraging the promotion of healthier food and drink options. Those restrictions do not, however, apply to brand advertising and brand sponsorship.

CAP Advertising Regulation Update

25 September 2007

CAP will be holding an afternoon seminar for advertisers, marketers, agencies and media owners based in and around the Nottingham area.

Radio advertising food rules announced

17 September 2007

The Broadcast Committee of Advertising Practice (BCAP) has announced new rules for food and drink product advertisements to children on radio. They are designed to protect children’s health by ensuring advertisements do not encourage poor nutritional habits or unhealthy lifestyles. The rules come into force on 17 September 2007.

A conversation with Chris Smith

13 September 2007

Lord Smith started work as the new ASA Chairman on 1 July 2007. With Government, consumer groups and sections of the media scrutinising advertising’s every step ever more closely, he has joined at a challenging time.   Two months into his role, Update@CAP was interested to hear Chris Smith’s thoughts on the role of the ASA, CAP and BCAP and some of the key problems facing the advertising industry and self-regulation today. He kindly agreed to answer our questions.

Keeping a check on violence in ads for Horror films

13 September 2007

When the purpose of the product you’re advertising is to shock and disturb, how do you go about conveying its attributes in a way that’s acceptable?  That’s the difficult task of Horror film and computer game advertisers.  As with most successful advertising, however, the answer can sometimes lie in careful targeting.

Measuring up

13 September 2007

BCAP issues updated Guidance for on-screen text in TV ads so those watching HDTV need not adjust their sets.

NGOs seek to call time on alcohol advertising

13 September 2007

NGOs and some politicians are escalating their calls for a 9pm watershed on all alcohol advertising while CAP and BCAP consider the effect that the new Clauses in their Codes have had on alcohol’s appeal to underage drinkers.

Recent and future events - 13/09/2007

13 September 2007

CAP and the ASA continue to attend events and provide training to ensure the advertising standards codes are known and understood.  Read about recent events and events we'll be running or attending soon.

Telecommunications and Utilities Surveys 2007 published

13 September 2007

CAP has published Compliance surveys of the Telecommunications and Utilities sectors. Both surveys have revealed encouraging results, showing a high compliance rate with the CAP Code.

Telescopic mascara comes under the microscope

13 September 2007

Some people might not bat an eyelid when it comes to telling a few falsies about their beauty secrets.  But the ASA has batted away L’Oreal’s defence of an ad for one of its latest mascara products.  Click here to read about the difference between legitimate and false enhancement of product benefits.

The Blue Book – your guide to advertising self-regulation across Europe

13 September 2007

The latest edition of The Blue Book, officially known as Advertising self-regulation in Europe, has just been published by the European Advertising Standards Alliance.  Intended for advertising practitioners, regulators and researchers, it contains a comprehensive summary of the scope and activities of the advertising self-regulation systems across Europe.  Click below to find out how to order your copy.

CAP Copy Advice adding value

31 August 2007

CAP’s Copy Advice team will soon go live with a CRM system to help us deliver a better service to you. Microsoft Dynamics 3.0 will enable us to have all our customers’ details in one database instead of spread out over a number of systems. Our advisers will also be able to quickly match up new enquiries to existing records and respond more efficiently. The implementation of such a system signals CAP’s commitment to supporting the industry in producing advertising and marketing communications that comply with the CAP Code.

New gambling advertising rules leave nothing to chance

31 August 2007

The new CAP and BCAP gambling advertising rules announced in March this year come into effect on 1 September, the same day that the Gambling Act 2005 comes into force. CAP and BCAP have introduced a rigorous and robust set of advertising codes in order to ensure that gambling advertising is socially responsible with a particular regard for the need to protect young people and vulnerable members of society.

Lowering the tone BCAP reviews the rule on the sound levels of TV ads

23 May 2007

BCAP proposes a new, subjective-loudness test for the sound level of TV advertisements to reduce the annoyance caused to viewers by sound levels in commercial breaks seeming to be well above those in programmes.  Click below to read more

Behind the scenes at the BACC

22 May 2007

The Broadcast Advertising Clearance Centre is responsible for clearing TV ads against the BCAP Television Advertising Standards Code.  Here a copy executive gives an insiders guide to a day's work at the BACC.

Food advertising: digesting the new rules

22 May 2007

OFCOM announced the new TV restrictions on food and soft drink advertising to children in February.  Since then BCAP and the BACC have tried to ensure that those engaged in food advertising  know what the rules are and how to comply with them.  In April CAP announced new restrictions for non-broadcast media.  Do you know what they are?  Click here to find out and to register for a CAP training seminar

Illegal: Advertising Botox, Vistabel, Viagra, Propecia

22 May 2007

Did you know that advertising prescription-only medicines to the public is both illegal and contrary to CAP and BCAP Codes?

Is "Big Brother" watching you?

22 May 2007

The Great British Public does a good job as watchdog for advertising: with nearly 22,500 complaints to the ASA last year, consumers know when they see something they aren’t happy with!  Their work, in conjunction with ASA’s Complaints and Investigations teams, is supplemented by CAP’s monitoring team, which can spot problems even the most beady-eyed consumer might miss.

Recent and future events - 22/05/2007

22 May 2007

CAP and the ASA continues to provide training and attends events to ensure the advertising standards codes are known and understood.

Social good ads can't always rely on shock tactics

22 May 2007

It’s generally accepted that, to help highlight and relieve shocking conditions that exist in the world, ads for good causes can use images that some people find shocking.  But sometimes the creative treatment goes beyond what the cause can justify.  A recent ASA ruling against an anti-smoking ad indicates where the boundaries lie.

Stop-smoking ads - the burning question

22 May 2007

Smoking in public places will soon become much more difficult.  But stopping smoking is just as difficult as ever.  Advertisers of stop-smoking products must comply with strict rules in the ad codes and should not imply giving up is easy or guaranteed.

The ads for new debt agreements that didn't add up

22 May 2007

An increasing number of consumers with overwhelming levels of debt are turning to specialist debt advice organisations that offer protection from bankruptcy via the use of an Individual Voluntary Arrangement (IVA). Some recent ads for IVAs, however, have come under the scrutiny of the ASA for making misleading claims.

Two new industry members join the ASA Council

22 May 2007

James Best, Chief People and Strategic Officer, DDB Worldwide and Sally Cartwright OBE, Director at Large, Hello Ltd, have joined the ASA Council.  Five industry professionals in total sit on the 15-strong independent ASA Council, bringing their experience and knowledge of the ad industry to the Council’s work.

CAP Review of 2006 and the ASA Annual Report

15 May 2007

Strong rules for advertising in the gambling and food sectors were the focus of CAP and BCAP’s year in 2006.  The CAP review of 2006 contained in the ASA Annual Report looks at those sensitive sectors and at other important work by the industry committees responsible for the UK’s codes.

New food rules for non-broadcast ads

11 April 2007

The Committee of Advertising Practice (CAP), the body responsible for writing the UK non-broadcast advertising code, has announced new rules for food and soft drink product advertisements to children. The new rules, designed to help protect children’s health, recognise and respond to public concern about rising levels of childhood obesity. The rules will come into force on 1 July 2007.

Are you up to speed on broadband advertising?

16 March 2007

If you’ve ever had cause to gnash your teeth in frustration while waiting for a page to download from the net, you’ll sympathise with the people who recently complained to the ASA because their broadband connection speeds were nowhere near as fast as the advertised “up to 8 Meg” or “up to 24 Meg”.  Despite the “up to” qualification, the ASA investigated the complaints and made decisions with far-reaching consequences for broadband suppliers.

Competitor snaps at ‘largest’ claim

16 March 2007

At CAP it’s an all too familiar scenario: a competitor seizes on a rival’s claim that it’s the “biggest” or the “best”.  Read how two reptile companies in Norwich had to show who indeed was number 1.

Food advertising to children

16 March 2007

A few weeks ago, OFCOM at last published the results of its extended consultation on the TV content and scheduling restrictions for food ads targeted at children. BCAP has incorporated the new restrictions in its TV Code and CAP is considering the changes it will make to the CAP Code.

Headlines and footnotes: a step-by-step guide

16 March 2007

Headline claims have been branded misleading by the ASA in recent adjudications.  Often, the footnotes used by advertisers to qualify their claims get them into trouble.  We offer advice on how to make sure you don’t put your foot in it with your headlines and smallprint.

Lowering the tone

16 March 2007

BCAP reviews the rule on the sound levels of TV ads.  Find out about our forthcoming consultation.

Recent and Future Training and Events: live and ‘webcast’ - 16/03/2007

16 March 2007

Training and advice on rule changes plays a key part in the CAP Executive’s work at the moment as new rules come into force for food advertising to children and for gambling.  It is vital to ensure that advertisers, agencies and media owners know without delay the implications of new rules and that has prompted us to launch our first event webcast to reach as much of the industry as we can.

Sex and violence - The knives are out for advertisers who go too far

16 March 2007

Some advertisers try to achieve cut-through by using provocative ads but few deliberately break the CAP or BCAP Codes.  Two recent ASA adjudications, one about knife-related violence and one about the sexualisation of children, identify campaigns that crossed too far into unacceptable imagery.

The CAP website: you tell us what you think

16 March 2007

Towards the end of last year, CAP and the ASA ran an online survey to find out what visitors thought of our websites.  The results were great but we’re not complacent.  We still want you to tell us whether the sites meet your needs.  To find out how to give us your feedback and to get a flavour of the online survey results.

Updated Help Note on price claims in utilities marketing

16 March 2007

After two years of escalating energy prices, utilities companies are now rushing to slash their rates.  With competition fierce, CAP has updated its Help Note on Claims in Utilities Marketing to help companies make the hottest claims at the same time as keeping their ads in line with the CAP Code.

Raising the Stakes: A guide to the new gambling ad rules

14 March 2007

The Committee of Advertising Practice (CAP) invites all those involved in gambling advertising to a free  training seminar on the new gambling advertising rules announced on 13 March 2007.  Taking place in Central London on Wednesday 11 April 2007, the training will help all gambling advertisers to ensure that their advertising camapaigns adhere to the stringent rules that have been put in place.

New gambling advertising rules announced

13 March 2007

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have announced rigorous and robust new rules for gambling advertisements. The rules are designed to ensure that all gambling advertisements are socially responsible with a particular regard for the need to protect children and vulnerable members of society.  The new rules will come into force in September 2007.

CAP supports Scottish advertising regulation seminar

01 March 2007

Get the inside story on how the ASA works. On the 14 March the Advertising Standards Authority will be visiting Glasgow and Edinburgh to host seminars for the advertising industry in Scotland.

Food for thought: A guide to the new TV food rules

07 February 2007

The Broadcast Committee of Advertising Practice (BCAP) held a free morning master class on the new TV rules for food, drink and HFSS (High in fat, salt or sugar) products. The event, took place on Wednesday 28 February at BAFTA London, with executives from BCAP and the Broadcast Advertising Clearance Centre (BACC) explaining the rules and how they are likely to be interpreted and enforced.

Utilising the Utilities Help Note

07 February 2007

The Committee of Advertising Practice (CAP) has updated its Help Note on Price Claims in Utilities Marketing. The Help Note is designed to aid those who produce non-broadcast marketing material in the utilities sector with interpreting the advertising code.

Keeping in touch

24 January 2007

The Committee of Advertising Practice (CAP) has updated its Help Note on Price Claims in Telcommunications Marketing to provide further guidance and explanation to those responsible for creating advertising campaigns for the telecoms industry. CAP will be explaining the new guidance to telecoms industry professionals at one of its Advice:am masterclasses on Wednesday 24 January.

Big Brother we are watching you!

20 December 2006

Fancy a taste of fame and fortune?  Thousands did this summer when they entered a prize draw to become the new Big Brother housemate.  But some were outraged to see their entries rejected because they were under 18, a fact that had not been mentioned in advertisements for the promotion.  Click below to find out how your prize draws can avoid misleading consumers.

Food and soft drink advertising to children

20 December 2006

OFCOM has, after much deliberation, decided on the new TV restrictions on the advertising of food and soft drink advertisements to children.  They are neither what the industry wanted for itself nor what the pressure groups wanted the Government to impose on the industry.  To that extent, one might think OFCOM has got it right.  But, in what many in the food and advertising industries see as departing from evidence-based measures and as setting the scene for the regulation of advertisements for food products in the UK along lines that many other countries might well adopt in future, OFCOM has aroused the ire of much of the industry.  Click below for more information about the new restrictions.

‘Green’ ad claims on the rise as the climate debate heats up

20 December 2006

In what is becoming a growing trend, advertisers are increasingly appealing to consumers’ sense of eco-friendliness by making claims about the climate-saving properties of their products.  But, in their rush to be ‘green’, advertisers have sometimes fallen foul of the advertising codes and been told by the ASA to ensure that the ‘green’ claims they make are more than just hot air.

Just popping down your ‘local’? It might be further than you think.

20 December 2006

It’s not just ads for wind farms that raise the temperature at the ASA.  An ad for Tesco in North Wales raised the ire of many who lived in or near Bangor.  How local is “local”?  In our second article with an environmental theme, read about the lessons to be learned from ASA adjudications on claims for farms of very different types.  Click below for more.

Recent and Future CAP Events

20 December 2006

The ASA and CAP recently welcomed over 100 agency new recruits through their doors to be trained on the dos and don’ts of advertising.  Also, we were in Bristol last month to update practitioners in the area on the latest developments in ad regulation.  To learn more about our training and events, click below.

Ringing the changes

20 December 2006

Seek Copy Advice on your telecoms ads and benefit from an update to CAP’s Help Note on the Advertising of Price Claims in Telecommunications Marketing. Learn more by attending our next Advice:am event.

Shock tactics and heart strings

20 December 2006

Some recent ASA adjudications have highlighted the fine line some charity advertisers tread when trying to promote their organisations and attract donations.  It’s easy to go too far and get it wrong.  Click below to find out how to avoid the pitfalls.

CAP and BCAP welcome new ASA Chairman

07 November 2006

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) welcomed the appointment today of Lord Smith of Finsbury, former Secretary of State for Culture, Media and Sport as the new Chairman of the Advertising Standards Authority (ASA).

The CAP and BCAP Consultation on Gambling Advertising has now closed

04 October 2006

The CAP and BCAP Consultation on Non-broadcast and Broadcast Advertising of Gambling closed on 15 September 2006. CAP and BCAP would like to thank all those who responded.

Ads that drive consumers to online despair

17 August 2006

In a recent ruling, the ASA decided that unclear information on a company’s website made ads driving consumers to that site misleading. The ASA’s remit doesn’t cover the claims on companies’ websites so click below to find out how the ASA reached its decision.

CAP and BCAP consultation on the regulation of non-broadcast and broadcast gambling ads

17 August 2006

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have recently launched a public consultation on proposed new rules to regulate non-broadcast and broadcast advertisements for gambling, including the UK National Lottery and spread betting.  The proposals are designed to ensure that gambling advertisements are responsible and regulation is robust.

CAP's 'Ask an Adviser' prize draw winners announced

17 August 2006

CAP’s ‘Ask an Adviser’ prize draw promotion to raise awareness of the free-of-charge Copy Advice service ended on 20 July.  The draw was made by Chris Harley-Martin, VP Marketing and Innovation for GSK Nutritional Healthcare.

Functional Food claims in the spotlight again

17 August 2006

Since our childhood, we’ve heard that certain foods are good for us: fish was always known as “brain food”, spinach made us grow up as strong as Popeye and … well, we all remember why beans were deemed to be good for the heart.  But, in these health-conscious days, health claims for foods are more than playground lore: they make big money for big firms.  And now marketers need to be aware that two recent ASA adjudications have underlined once and for all just how relevant and definitive the evidence to support such claims has to be.

It’s political. But is it correct?

17 August 2006

Last year, TV ads for the Make Poverty History campaign were pulled because they were deemed political.  This year, the ASA decided that a press ad that implied Iran’s nuclear missiles could threaten the safety of people from Mongolia to the UK was not scaremongering.  Just what is allowed in ads that touch on political sensitivities?

Keeping problem ads out of the public eye

17 August 2006

The role of the media owner as gatekeeper is vital in ensuring that ads that breach the CAP Code do not get published; it’s the media’s primary contribution to the ‘self’ in self-regulation.  CAP helps media owners by issuing Ad Alerts to warn them about ads that break the rules.  Click below to find out how Ad Alerts work.

New broadcast role for industry advice panel

17 August 2006

The General Media Panel, the panel of industry experts that guides the Executive on Code interpretation, is being expanded to give advice on broadcast advertising matters as well as non-broadcast.  Find out about the role and remit of this important aspect of the self-regulatory system and the new changes to its structure.

OFT guidance on discounted price claims

17 August 2006

In the past, the ASA has sometimes imposed a more stringent test on whether high claimed previous prices were realistic or misleading than had those responsible for deciding the legality of discounted price claims.  The OFT has recently issued guidance that brings the legal and self-regulatory frameworks into line.  The guidance applies to non-broadcast ads only; the ASA, of course administers both the CAP Code and the BCAP Codes.

Recent and Future CAP Events 17 08 2006

17 August 2006

Since the last issue of Update@CAP, CAP has held an Advice:am session on the rules for motoring ads and direct marketing.  CAP has other events planned this year: a half day event for ad professionals in the Bristol area, agency graduate training and a repeat of the DM seminar.

Talk is cheap and so is broadband. But is it really “free”?

17 August 2006

The ASA recently investigated and upheld complaints about Carphone Warehouse’s multi-media ad campaign for its TalkTalk telephone package that offered “free broadband forever”.  So, if advertisers are allowed to use the word “free”, how did Carphone Warehouse mislead consumers and what are the ramifications of the ruling for advertisers?

The price you see is the price you pay

17 August 2006

That is the basic principle the ASA applies to price claims in ads: prices should include mandatory charges.  In the past, not everybody has agreed with or followed that line.  Towards the end of July, the European Commission published proposals to improve transparency in flight pricing; they embody that same principle.  Prices, whether stated in ads covered by the CAP or BCAP Codes or on websites, should be fair and transparent and include all charges.

Warning – contains strong language

17 August 2006

Another advertiser has come a cropper with the ASA by using swearing in an ad.  “Where the bloody hell” (a quote) do you stand on that?  Click below to find out more about the ASA decision and what you can learn from it.

Gambling Advertising Consultation Launched

18 July 2006

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have launched a public consultation on proposed new rules for regulating gambling advertisements. Respondents are invited to comment on the proposed set of rules that are designed to ensure that gambling advertisements are socially responsible.

Advertising food to children

22 May 2006

OFCOM’s consultation on the advertising of food and drink to children ends on 30 June.  It’s your chance to have your say.  But you don’t have much time.

Future CAP events and training seminars

22 May 2006

CAP's Advice:am series will be focusing on motoring advertising and DM for its next seminars followed by a seminar on direct marketing and CAP will be going to Bristol for its annual Regulation Update later in the year.  There's also training for IPA agencies in October on their responsibilities as part of the self-regulatory system.

‘Hot’ lines find themselves in hot water

22 May 2006

In recent months the ASA has investigated and upheld complaints against TV ads for premium-rate services on the grounds that they promoted services that were, or seemed to be, of a sexual nature.  Those rulings serve to remind advertisers in this sector what is and is not acceptable and how the BCAP TV Code is applied.

London Olympics 2012

22 May 2006

Do you know your LOCOG from your LOAR and your OSPA?  What are IOC and IPC?  BOA and BPA?  Does it matter?  After all, 2012 is six years away.  Well, yes, it does matter.  And sooner than you might think.

Review of CAP events and training seminars

22 May 2006

What was in the ASA Annual Report and CAP review of 2005?

22 May 2006

You might have looked at the ASA Annual Report and CAP review of the year when we alerted you to its publication at the end of last month.  If you didn’t or would like a re-cap of the main facts, click below for our summary.

Guidance issued on the Gaming Act and remote gambling

19 May 2006

The Department for Culture Media and Sport (DCMS) and the Gambling Commission have recently published joint guidance on how they consider the Gaming Act 1968 applies to advertisements for remote gaming, after concerns that some recent non-broadcast ads were illegal.

London Olympics Games Guidance

19 May 2006

The London Organising Committee of the Olympic Games Ltd (LOCOG) has published on its website guidance on London 2012 Olympics legislation and how it affects marketers.

New rules on health, diet and nutritional claims in non-broadcast alcohol ads

19 May 2006

The Committee of Advertising Practice (CAP) has announced a new restriction on non-broadcast ads for alcoholic drinks.  The new rule allows factual information about an alcoholic drink's contents but forbids any type of health claim.  It is accompanied by a CAP Help Note.

Alcohol advertising rule changes

04 May 2006

Today, the Committee of Advertising Practice (CAP) has announced that it has changed the rules for non-broadcast advertisements for alcoholic drinks.

Ask an Adviser

05 April 2006

New alcohol rule introduced

04 April 2006

Today, the Broadcast Committee of Advertising Practice (BCAP) has announced that it has issued a new restriction on television and radio ads for alcohol products. The new rule allows factual statements about an alcoholic drink's contents but forbids any type of health, fitness or weight control claim.

New rules on health, diet and nutritional claims in radio and TV alcohol ads

03 April 2006

Today, BCAP has launched two new rules and guidance on alcohol advertisements.

Television advertising of food and drink products to children

28 March 2006

On 28 March, Ofcom announced a ten-week consultation on television advertising of food and soft drink products to children.   Ofcom has proposed three policy options that contain, firstly, volume or scheduling restrictions on TV ads for either HFSS foods or for all food and soft drinks and, secondly, content restrictions that apply to all food or soft drinks TV ads.

Can I phone your friend?

27 February 2006

Or, rather, can I e-mail him? A recent ASA adjudication has revealed some pitfalls in not obtaining consent before sending commercial e-mails to someone whose prior consent you have not obtained.

CAP confirms that its Code covers viral advertisements

27 February 2006

To clear up speculation within the industry that virals are outside the scope of the CAP Code, CAP has issued a Help Note that explains its policy on viral ads.

Check up leads to pulling of toothpaste ads

27 February 2006

Monitoring by BCAP resulted in ads by two toothpaste manufacturers being adjudicated on by the ASA and withdrawn because of the way they used recommendations by dentists.  Click below to find out more about the rulings and the work of the Monitoring team.

Compliance

27 February 2006

Do you know how the ASA and CAP Executive works to ensure compliance with the CAP Code.  If not, visit the new compliance section on the CAP website or click below.

Food for thought

27 February 2006

Last year we thought the OFCOM consultation on changes to the BCAP Codes would have finished by now but it has not even started yet.  Click below to find out CAP and BCAP’s latest news.

Redemption!

27 February 2006

A recent ASA adjudication has highlighted misleading ads for reduced monthly charges for phone services.

Stamping out advertising scams

27 February 2006

You might think scams perpetrated by others are nothing to do with you.  But, if so, you would be wrong.  Click below to find out why.

Topics for 2006 Advice:am seminars confirmed

27 February 2006

To help ensure your marketing communications comply with the advertising codes, CAP will continue its popular Advice:am seminar series in 2006.

Traditional Chinese medicine – just what the Doctor ordered?

27 February 2006

Having the right to make an informed decision about healthcare is one of life’s most important decisions.  Some recent ASA adjudications have spotlighted the misleading claims made by certain traditional Chinese medicine practitioners; click below to find out more.

Updated CAP and BCAP Codes

27 February 2006

CAP and BCAP have made technical amendments to their Codes to reflect changes in the law.  Click below to find out more.

Youngs adjudication sets benchmark for alcohol advertisements

27 February 2006

In January, the ASA adjudicated on a complaint about an alcoholic drink ad since the CAP Code and the BCAP TV Code alcohol clauses changed last October.  Does it shed light on how the ASA will interpret the new clauses?  Click below to find out.

Advice:am Get the full measure: foolproof advice on the new rules for alcohol advertising

09 December 2005

On 5 October, CAP and BCAP gave a free briefing to marketers on recent changes to the alcohol advertising rules and guidance.

CAP Events in 2006

09 December 2005

If you have attended or heard about our events in 2005, you’ll probably want to know what we’ve got planned for 2006 and how you can take part.  Click below for the information you need.

CAP finds plenty of slimming ads break the Code

09 December 2005

It takes an iron will not to succumb to the mountain of chocolates, sweets and puddings at Christmas.  Few of us will escape the festive season without piling on a pound or two and, for most of us, the New Year is a desperate merry-go-round of diets and gyms.  So, how compliant with the CAP Code are the plethora of slimming ads we see at that time of the year?

CAP trains publishers on rules for health and beauty ads

09 December 2005

”Does it seem too good to be true?”  That is the question CAP told magazine publishers to pose themselves when they are asked to run a slimming, skin care or hair treatment ad.  CAP’s Advice:am seminar on ads in the health and beauty sector, held in conjunction with the PPA, educated a packed audience on how to identify typical problems found with health and beauty ads.  Click below to learn how you can spot problems in health and beauty ads.

Constraining the youth appeal of alcohol ads

09 December 2005

Revised rules for the content of alcoholic drink ads are now in force.  Do you know what the main changes are?  Click below to find out and to read about OFCOM  and ASA research.

Festive advice on trying to sell-out Christmas stock

09 December 2005

Seasonal tips on avoiding problems with the ASA when promoting Christmas, New Year or, indeed, any bargains.

Flashing without getting caught

09 December 2005

Front-page flashes are in the news again.  Click below to read a summary of advice on getting your front-page flashes right and see where to get more flashy advice from CAP.

Gambling ads to be regulated by the ASA

09 December 2005

The ASA will regulate both broadcast and non-broadcast gambling advertisements under the Gambling Act 2005.  Click below to find out more.

Review of CAP Events in 2005

09 December 2005

CAP has been busy running and attending events throughout 2005 explaining to marketing practitioners how to make sure their marketing communications comply with the advertising standards codes.  As well as attending outside events, we launched our breakfast training seminar series, Advice:am.  We have talked to everyone across the industry, from direct marketers and sales promoters to agencies, broadcasters and magazine publishers. Click below for a round up of a very full year.

The most important meal of the day

09 December 2005

We all want our children to be healthy, energetic switched-on individuals and a good way of helping them achieve that is through their diets.  Some recent ASA adjudications have highlighted the benefits of certain foods and the perils of ignoring a high fat, salt or sugar content.

When cascading pricing descends into misleadingness

09 December 2005

Not many of us can resist a bargain.  After all, if that mp3 player was a must have at £299, it would be positively stupid to resist it when it’s been slashed down to £249.  Retailers are always keen to ensure we know when they’ve reduced their prices; a problem arises, however, when they become a little too zealous with the savings claims.

Size does matter

08 September 2005

If you think the size of text on television advertisements doesn’t matter, think again!  What should you do for ads that are made in widescreen form and are not yet likely to be seen on a widescreen TV?  BCAP has clarified the rules.

Crazy frog spawns changes

08 September 2005

Only those living on Mars could not have seen or heard the Crazy Frog ad in the last year.  The singing amphibian has taken both the mobile download and the music chart worlds by storm.  Not everyone, though, has been won over. Many people complained that downloading the tune locked them into an expensive subscription service.  Find out how CAP made the advertising of mobile downloads clear to consumers …

Stop the call confusion

08 September 2005

Advertisers quoting 084 or 087 telephone numbers that suggest a ‘local’ or ‘national’ call rate have been told that they need to make the cost of calls to those numbers much clearer to consumers.

Time, please!

08 September 2005

CAP and BCAP call time on old alcohol advertising rules: all TV and non-broadcast alcohol advertisements must comply with new rules from 1 October 2005 as grace periods come to an end.

CAP Regulation Update in Leeds

07 September 2005

CAP rings the changes for telecoms providers

07 September 2005

Everyone loves a good offer.  But when “all” means “only some” and “unlimited” has limitations, consumers can understandably get annoyed.  CAP has a quick and easy guide to making telephone advertising clear and easy to understand.

Does your ad need a dongle?

07 September 2005

The CAP and BCAP Codes require ads to give consumers enough information about a prospective purchase before they buy, a requirement that is especially important in many aspects of the fast-moving world of today, in which the high pace of technological change means many consumers aren’t aware of everything needed to take advantage of the latest gizmo.  A recent ASA investigation into a complaint about an advertised product that needed you to have a dongle to make it work illustrates some lessons for advertisers.  Click below to discover the dongle.

Food for thought

07 September 2005

Two consultations that affect food marketers and broadcasters call for responses from all those affected by the Government and industry enquiry into the way the advertising of food can help reduce childhood obesity and raise children’s nutrition standards.  One has a deadline of 26 September; we expect the other to start in about two months time.  Your responses to those consultations could be vital.  Click below for more information.

For copy advice at your fingertips tap into the AdviceOnline database

07 September 2005

If you are going to do just one thing on the Internet today, try out the AdviceOnline database and find out how easy it is to get advice on lots of common CAP Code problems.  Click below for a quick run down on how to make the CAP website work for you.

Indirect promotion of prohibited categories of TV advertising

07 September 2005

Practitioners who are otherwise familiar with many aspects of the CAP and BCAP Codes are sometimes flummoxed by clause 3.2 of the TV Advertising Standards Code and need some help in understanding what it means.  If you think that might include you, click below.

No "free for all" on Olympic tie-ins

07 September 2005

Marketers looking to benefit from the London 2012 Games need to know how to tackle the hurdles of using the Olympic symbols and other marks to avoid a false start with their campaigns and possible legal action.  Click below for information about the rules for using the Olympic emblems.

Scheduling your TV advertisements

07 September 2005

RASA is dead, replaced by RADA and RSA!  Confused?  It’s nothing to do with the dramatic arts or a certain assurance company.  Click here for the explanation for those confusing acronyms and for information about how to find out how TV commercials should be scheduled.

Tragic events

07 September 2005

The subjective nature of offence explains why even the most carefully planned campaign can provoke a negative reaction from the public and result in complaints to the ASA.  What can be even more difficult to judge or predict, however, is how the public will react to advertising in or around the occurrence of a tragic event.  What can the responsible advertiser do to avoid irrevocably damaging its brand equity?

Two Advice:am seminars in October

07 September 2005

CAP is running two morning advice seminars in October.  One is a morning master class on the new rules and guidance for alcohol advertising.  The other is held in conjunction with the Periodical Publishers Association (PPA) and looks at the rules and regulations for the content of magazine advertisements, with a special focus on the health and beauty sector.  If you want to avoid problems with the ASA, take advice from CAP and register for our Advice:am seminars now.

A day in the life of the Compliance team

09 July 2005

What, you might ask, do they do all day?  The “self” in self-regulation should mean that the industry polices itself to avoid breaking the Code; and by and large it does.  But life isn’t quite as easy as that: some advertisers inadvertently break the Code without anyone complaining to the ASA; others, perish the thought, do so deliberately and sometimes the print media take ads that they know they shouldn’t.  One thing’s for sure: life’s never dull in the Compliance team.  Click below to read how vital Compliance action takes place.

Gambling on legality

21 June 2005

The number of ads for online gambling facilities seems to be stacking up quicker than a croupier’s chips but are they all winners?  CAP believes not. Click below to find out more.

New Alcohol Advertising Rules Launched

09 June 2005

New rules and guidance for alcohol advertising are launched today. The rules, for non-broadcast advertising, and the guidance, for TV ads, are the first announced since the one-stop shop for advertising regulation was created in November 2004.

Important information for teleshopping broadcasters

08 June 2005

Teleshopping claims, just like those in ads in other media, need to be legal, decent, honest and true.  That means they should not mislead.  An element of hyperbole is perhaps natural in a teleshopping environment but consumers should not be exposed to claims that are untrue or irresponsible.  Click below to read how BCAP has been challenging some teleshopping infomercials.

Read all about it National Press Survey 2004

08 June 2005

A National Press survey published by the ASA Compliance team has revealed an encouragingly high 99.3% compliance rate with the CAP Code.  The survey was undertaken over a six month period between March and August 2004.  The objectives of the survey were to assess compliance rates, ensure that a level-playing field is maintained for marketers and identify problems and bring them to the attention of the ASA or CAP.

Advice:am Marketing Masterclass

07 June 2005

On Thursday 19 May, CAP opened its doors bright and early for a spot of ‘Advice:am’, a  free presentation to marketing professionals on the rules and regulations for sales promotions.  The ‘morning masterclass’ was run in conjunction with the Institute of Sales Promotion (ISP) and offered expert advice to anyone involved in sales promotions.

Don't copy the 'copy cat' ads

07 June 2005

The ASA has recently ruled on complaints that have objected that children might emulate dangerous or anti-social behaviour depicted in ads.  The advertising codes for both broadcast and non-broadcast media cover emulation and the ASA has acted to ensure that ads that break the relevant code no longer have the potential to cause harm to kids.

Ever faster Internet speeds

07 June 2005

Even when time isn’t money, everyone wants to get where they’re going faster.  Faster life.   Faster pace.  Faster communications.  But claims for faster Internet are not always what they seem.  Click below to find out whether the super-highway is a one-way street.

“Get Up to 60% off at the One-stop shop”

07 June 2005

A recent ASA adjudication has illustrated some of the lessons for money-off claims, especially those “up to XY% off” price claims that both consumers and promoters often find so confusing but oh so powerful an incentive for the consumer to purchase and for the promoter to clear some stock.  Click below to read more

Leaving on a jet plane - or maybe not

07 June 2005

Planning to go away this year?  Seen an offer that is too good to be true?  Well, although it could be true, you might find it was too good to last and now is no longer available.  Click below to find out more.

The One-stop ASA Shop: how tough it really was on complaints on broadcast ads in the first quarter of 2005

07 June 2005

The ASA now publishes adjudications on complaints against broadcast ads weekly whereas Ofcom, the ITC and the Radio Authority published them far less frequently.  The resulting more frequent media comment and some high profile adjudications have led some industry observers to believe the ASA is setting out to be tougher than previous broadcast ad regulators.  ASA Director General, Christopher Graham, addressed that misconception at the recent Marketing Week TV Conference.  Click below to see the figures that set the record straight

Ticket pricing revisited

07 June 2005

In April 2004 CAP issued a Help Note on Ticket Pricing.  After monitoring advertising for entertainment events and consultation with the industry and the OFT, the ASA has re-assessed its position on ticket pricing advertising and CAP has revised its Help Note.  Click below to read more.

Advertising self-regulation gains strength in new EU

09 May 2005

Self-regulation in advertising is gaining greater importance in the EU’s newest markets, research published this week suggests.

ASA ruling means change for travel ads

27 April 2005

CAP has written to travel agents in the UK asking them to make sure that advertisements featuring special travel offers make it explicitly clear that the offers could be extremely limited.

Sales promotion master class

13 April 2005

CAP is running a free morning master class on the rules surrounding sales promotions.  The event, to be held in London on Thursday 19 May in conjunction with the Institute of Sales Promotion, is now fully booked but you can be added to our waiting list or register your interest in future seminars.

CAP and BCAP Code Review consultatio

15 March 2005

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP), the bodies responsible for looking after the Advertising Codes, are today asking for views on the rules that govern what advertisers can and cannot say, as part of a wide-ranging review and public consultation on the advertising rules.

Food advertising coming to the boil

10 March 2005

The Government is worried about the Health of the Nation and the food industry is responding to public concern about food, health and obesity and packaging and advertising claims.  What’s happening and how is the ASA shaping up?  Click below to find out.

Free unlimited and media-neutral

10 March 2005

Recent ASA decisions change code policy for frequently made “free” and “unlimited” claims in the telecoms and other industries.   The new policy is the same for both broadcast and non-broadcast media, a direct advantage of the new ASA one-stop shop. How do they affect you?    Click below to find out.

Hanging on the telephone On and on and on

10 March 2005

You’ve got your customer services team trained and your sales staff mobilised.  You’ve chosen your contact number and got your phone lines connected.  But how do you advertise your 084 or 087 number?   It’s not a premium rate line but does the cost of so-called ‘local’ and ‘national’ rates need stating in ads?  Click below to read about CAP guidance on advertising 084 and 087 numbers.

Revised Help Note on the marketing of publications

10 March 2005

Guaranteed to make your ads healthier! – Now available at a CAP Website near you.  Hurry while stocks last.  Click below to find out how to get your free copy.

So what do the revised alcohol rules mean?

10 March 2005

Ofcom’s revised TV advertising rules for alcohol were published last November in response to public concern about growing levels of underage drinking and alcohol abuse. There has never been such major change to an existing set of TV advertising rules before and industry is, naturally, uneasy about how the ASA will interpret them.  Click below to read more.

Some words of advice

10 March 2005

Here at CAP, we’re always emphasising the benefits of the free pre-publication copy advice service we offer advertisers, agencies and publishers.  You get one-to-one advice on how to get your ads in line with the rules and reduce the risk of upheld complaints to the ASA.  But don’t just take our word for it, find out what some of the CAP Copy Advice team’s regular users have to say.  Simply click below.

Targeting you direct marketing: the International Direct Marketing Fair

10 March 2005

Experts from both the Advertising Standards Authority (ASA) and the Committee of Advertising Practice (CAP) were at the International Direct Marketing Fair 2005 to offer advice and guidance on how direct marketers can ensure their campaigns, both electronic and paper-based, comply with the CAP Code.

Tippling is good for you

10 March 2005

Should ads for alcoholic drinks make dietary, fitness or health claims?  The ASA has recently upheld a complaint about one company’s poster that promoted a ‘low carb’ beer and included a picture of two people jogging but then did not uphold several complaints about the same advertiser’s TV commercial that showed almost 30 seconds of sports training.  Find out what’s likely to happen by clicking below.

CAP set criteria for award eligibility

04 March 2005

The Committee of Advertising Practice (CAP) has produced a set of rules establishing the criteria marketing communications need to meet to be eligible for industry awards.

AAC Members announced

10 January 2005

Elizabeth Filkin, the independent Chair of the Advertising Advisory Committee (AAC), has appointed seven members to act as a panel of “expert consumers” advising the Broadcast Committee of Advertising Practice (BCAP) on advertising regulatory policy matters.