	September 2005

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.

Crazy frog spawns changes

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. Click here to find out how CAP made the advertising of mobile downloads clear to consumers.

No "free for all" on Olympic tie-ins

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 here for information about the rules for using the Olympic emblems.

For copy advice at your fingertips, tap into the AdviceOnline database

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 here for a quick run down on how to make the CAP website work for you.

A day in the life of the Compliance team

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 here to read how vital Compliance action takes place.

Time, please!

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. Click here for a re-cap of what the changes are.

CAP rings the changes for telecoms providers

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. Click here to read it.

Tragic events

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? Click here to find out.

Size does matter

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. Click here to find out more.

Scheduling your TV advertisements

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.

Food for thought

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 here for more information.

Two Advice:am seminars in October

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. Click here now.

Indirect promotion of prohibited categories of TV advertising

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 here.

Does your ad need a dongle?

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 here to discover the dongle.

Reader survey reminder

Update@CAP is all about making it easier for you to meet the advertising rules. Whether telling you about recent ASA adjudications that could have implications for your advertising, advising you about new Help Notes that CAP have written or telling you about changes to the Codes. We’re keen to learn if Update is giving you the information you need when you need it. Last month we told you about our Reader survey and it’s not too late to take part. Click here to tell us what you think about Update@CAP.

CAP Regulation Update in Leeds

The Committee of Advertising Practice is holding a free afternoon seminar in Leeds on 23 November for advertising and marketing practitioners based in and around West Yorkshire. The seminar is a must for everyone who commissions, creates or publishes marketing communications. For more information, click here.

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