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News from the Committee of Advertising Practice
September 2007

 
 
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A conversation with Chris Smith

Lord Chris Smith started work as the new ASA Chairman on 1 July 2007. With Government, consumer groups and sections of the media scrutinising advertising’s every step ever more closely, he has joined at a challenging time.   Two months into his role, Update@CAP was interested to hear Chris Smith’s thoughts on the role of the ASA, CAP and BCAP and some of the key problems facing the advertising industry and self-regulation today. He kindly agreed to answer our questions.
Click here to read the interview

Telescopic mascara comes under the microscope

Some people might not bat an eyelid when it comes to telling a few falsies about their beauty secrets. But the ASA has batted away L’Oreal’s defence of an ad for one of its latest mascara products. Click here to read about the difference between legitimate and false enhancement of product benefits.
 

New opportunities to advertise gambling

As a result of the September 1 change in the gambling law, we’ve seen a steady increase in the number of people consulting CAP Copy Advice for guidance on their non-broadcast ad campaigns. The CAP Copy Advice team has been specifically trained to guide advertisers through the implications of the new rules for gambling and are supported by a wealth of information. For a summary of the resources available to you, visit www.cap.org.uk/gambling

Past related stories:
New gambling advertising rules leave nothing to chance (31 August 2007)
 

Telecommunications and Utilities Surveys 2007 published

CAP has published compliance surveys of the Telecommunications and Utilities sectors. Both surveys have revealed encouraging results, showing a high compliance rate with the CAP Code.
Click here for more

Past related stories:
 Updated Help Note on price claims in utilities marketing (16 March 2007)
Are you up to speed on broadband advertising? (16 March 2007)
 

NGOs seek to call time on alcohol advertising

NGOs and some politicians are escalating their calls for a 9pm watershed on all alcohol advertising while CAP and BCAP consider the effect that the new Clauses in their Codes have had on alcohol’s appeal to underage drinkers.
Click here for more
 

Keeping a check on violence in ads for Horror films

When the purpose of the product you’re advertising is to shock and disturb, how do you go about conveying its attributes in a way that’s acceptable?  That’s the difficult task of Horror film and computer game advertisers.  As with most successful advertising, however, the answer can sometimes lie in careful targeting.  Click here for more

Past related stories:
 Social good ads can't always rely on shock tactics (15 May 2007)
Sex and violence - The knives are out for advertisers who go too far (16 March 2007)
 

Measuring up 

BCAP issues updated Guidance for on-screen text in TV ads so those watching HDTV need not adjust their sets.
Click here for more

CAP Copy Advice – adding value 

CAP’s Copy Advice team will soon go live with a CRM system to help us deliver a better service to you. Microsoft Dynamics 3.0 will enable us to have all our customers’ details in one database instead of spread out over a number of systems. Our advisers will also be able to quickly match up new enquiries to existing records and respond more efficiently. The implementation of such a system signals CAP’s commitment to supporting the industry in producing advertising and marketing communications that comply with the CAP Code.
Click here for more
 

Recent and future events

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.
Click here for more
 

The Blue Book – your guide to advertising self-regulation across Europe

The latest edition of The Blue Book, officially known as Advertising self-regulation in Europe, has just been published by the European Advertising Standards Alliance. Intended for advertising practitioners, regulators and researchers, it contains a comprehensive summary of the scope and activities of the advertising self-regulation systems across Europe. Click below to find out how to order your copy.
Click here for more
 

Stories you may have missed last time...

Lowering the tone - BCAP reviews the rule on the sound levels of TV ads
The ads for new debt agreements that didn't add up
Stop-smoking ads - the burning question
 

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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