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