CAP Update


	News from the Committee of Advertising Practice November 2007

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CAP and BCAP guidance on "free" claims in advertisements
“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. Click here to find out more and read the guidance.

New advice from CAP on “green” claims in ads

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

Advice on limited-availability travel offers

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. Click here to read more.

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

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.

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

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. Click here to read more.

Christmas list of tips for seasonal ads

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

Food ad claims given a grilling

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? Read information on ASA adjudications and advice on claims for functional foods.

ASA and CAP in Nottingham

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. Click here to read more.

Goodbye ICSTIS … Hello PhonepayPlus!

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? Click here to find out.

Recent and future events

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. Click here to read more.

Communications and Policy Unit - helping to protect advertising freedom

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.
Click here for more

Coming soon... a new e-mail bulletin from Copy Advice

We will soon be launching a new e-mail bulletin from Copy Advice to complement Update. Aimed at customers of the Copy Advice service, the e-mail, called Insight, will keep recipients up to date with news and developments on non-broadcast code matters here at CAP as and when they happen. Insight will include the latest on important topics, headline stories about key rulings and importantly, changes to the rules which you should be aware of, as soon as they are available. We’ll also give you a head start on dates for our popular events, or publications that may be of value to you.

You can subscribe to Insight by following the link below and updating your email preferences.
http://cap.msgfocus.com/asa/cap/update/cap_update.html

Stories you may have missed last time...

Telescopic mascara comes under the microscope
New opportunities to advertise gambling
Telecommunications and Utilities Surveys 2007 published
The Blue Book – your guide to advertising self-regulation across Europe

The Committee of Advertising Practice (CAP) is the industry body responsible for the UK advertising codes. The Non-broadcast Committee is responsible for the British Code of Advertising, Sales Promotion and Direct Marketing that applies to non-broadcast marketing communications; the Broadcast Committee is responsible for the Broadcast Advertising Codes. The Advertising Standards Authority is the independent body that endorses and administers the Codes.

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