	March 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.

Tippling is good for you?

Should ads for alcoholic drinks make dietary, fitness or health claims? The ASA has recently upheld a complaint about one company’s poster that promoted a ‘low carb’ beer and included a picture of two people jogging but then did not uphold several complaints about the same advertiser’s TV commercial that showed almost 30 seconds of sports training. Find out what’s likely to happen by clicking here.

Food advertising coming to the boil

The Government is worried about the Health of the Nation and the food industry is responding to public concern about food, health and obesity and packaging and advertising claims. What’s happening and how is the ASA shaping up? Click here to find out.

Free, unlimited and media neutral

Recent ASA decisions change code policy for frequently made “free” and “unlimited” claims in the telecoms and other industries. The new policy is the same for both broadcast and non-broadcast media, a direct advantage of the new ASA one-stop shop. How do they affect you? Click here to find out.

So what do the new alcohol rules mean?

Ofcom’s revised TV advertising rules for alcohol were published last November in response to public concern about growing levels of underage drinking and alcohol abuse. There has never been such major change to an existing set of TV advertising rules before and industry is, naturally, uneasy about how the ASA will interpret them. Click here to read more.

Revised Help Note on the Marketing of Publications

Guaranteed to make your ads healthier! – Now available at a CAP Website near you. Hurry while stocks last. Click here to get your copy!.

Hanging on the telephone. On and on and on.

You’ve got your customer services team trained and your sales staff mobilised. You’ve chosen your contact number and got your phone lines connected. But how do you advertise your 084 or 087 number? It’s not a premium rate line but does the cost of so-called ‘local’ and ‘national’ rates need stating in ads? Click here to read about CAP guidance on advertising 084 and 087 numbers.

Targeting your direct marketing: IDMF 2005

Experts from both the Advertising Standards Authority (ASA) and the Committee of Advertising Practice (CAP) were at the International Direct Marketing Fair 2005 to offer advice and guidance on how direct marketers can ensure their campaigns, both electronic and paper-based, comply with the CAP Code. Click here to read more.

Some words of advice

Here at CAP, we’re always emphasising the benefits of the free pre-publication copy advice service we offer advertisers, agencies and publishers. You get one-to-one advice on how to get your ads in line with the rules and reduce the risk of upheld complaints to the ASA. But don’t just take our word for it, find out what some of the CAP Copy Advice team’s regular users have to say. Simply click here.

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