New Advertising Codes are here - make sure you comply

01 September 2010

CAP and BCAP are happy to announce that the new Advertising Codes have come into effect today, 1 September 2010 following a six-month grace period, to allow advertisers time to familiarise themselves with the rules. 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.

The new Codes were announced in March, following a root and branch review and a full public consultation last year. The aim of the review was to ensure the Codes remain effective and relevant for the future. The new Codes are designed to be easier to interpret and navigate. Furthermore, a single Broadcast Code for TV and radio now replaces the four separate Codes that have until now regulated the content and scheduling of broadcast advertising.

CAP is of course on hand to support advertisers through these changes. We actively encourage advertisers to take advantage of the available resources that CAP provides and the knowledge of our experts.

Training and advice on the new Codes

Since March, CAP and the ASA have been undertaking a comprehensive training and awareness programme for anyone involved in commissioning, overseeing or developing marketing communications in order to help them get up to speed with the new Code requirements. If you haven’t already done so, please watch the webcast of one of our training sessions on the new Codes.

Also, the Copy Advice team is always on hand to offer guidance on your proposed non-broadcast marketing campaigns and to review and identify any potential issues that could result in complaints and the subsequent amendment or withdrawal of your advertisement. The team has updated its ‘AdviceOnline’ entries to help marketers, agencies and media owners ensure their ads, sales promotions and direct marketing campaigns are in line with the new Codes.

Copies of the new Codes

The new CAP Code and BCAP Code is now available on our website in various formats to help advertisers and marketeers in their day-to-day work. Hard copies of the Codes can be obtained via our publishers TSO. Details on how to order are available here.

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