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For more information, visit: cap.org.uk/capservices.aspx

Latest news from
the Committee of
Advertising Practice
(Broadcast and Non-Broadcast)
May 2010



	CAP / ASA Annual Report 2009 The Advertising Standards Authority (ASA), and Committee of Advertising Practice (CAP), Annual Report 2009 published today reveals how the two organisations are working together to remain effective and responsive in a fast evolving industry. As the UK’s independent regulator of advertising, the ASA has a long-standing commitment to socially responsible advertising, and particularly to the protection of children, which is reinforced through CAP, the industry body that writes the Advertising Codes. In 2009, the proactive work of the ASA and CAP included: New rules: CAP consulted on and adopted new rules to increase the protection of children. ASA rulings: tough action on ads that were deemed potentially harmful to children. Pro-active monitoring: the ASA surveyed ads in several sectors to check they were compliant with the Advertising Codes, e.g. film and video games ads, 99% of which were found to be compliant Training and guidance: CAP published practical guidance for the video games and film industries on how to create responsible ads. CAP Services provided advice and training to the industry on 47,933 occasions. The Report also reveals: 28,929 complaints were resolved The number of ads complained about declined by 10% 2,397 ads or campaigns were changed or withdrawn as a result of ASA action Chairman of the ASA, Lord Chris Smith, said “The Advertising Codes are increasingly strict, particularly with regard to the protection of children, and the ASA continues to uphold them robustly and independently. It is highly encouraging, therefore, that compliance with the rules remains very high. Overall, we are well placed to meet the challenges ahead, confident that the regulatory system is evolving with the ever changing media landscape.” Chairman of CAP and BCAP, Andrew Brown, said “I would like to thank the industry for its support in what has been a busy year for CAP and BCAP. Keeping one eye on the future, we have focussed on updating the Advertising Codes and responding to societal concerns about the impact of the commercial world on children’s wellbeing. Practitioners now need to get to grips with the new Advertising Codes in time for 1 September by taking full advantage of the training and advice provided by CAP Services”. Find out more

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The Committee of Advertising Practice, an unincorporated association The Broadcast Committee of Advertising Practice Ltd, Registered Number 5126412 The Advertising Standards Authority Ltd, Registered Number 0733214 The Advertising Standards Authority (Broadcast) Ltd, Registered Number 5130991

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