News Archive

Letting agents – don’t leave it too late to disclose admin fees

11 April 2013

The Advertising Standards Authority has called on letting agents to disclose admin fees in their property ads

Cars and MPG figures

11 April 2013

A recent ASA ruling has found that MPG figures in car advertising have the potential to mislead consumers if their basis is not sufficiently explained

Free trials: They don’t need to be a trial

11 April 2013

Some Dos and Don’ts you should consider before offering a "free trial"

Advertising prices with compulsory charges? This article is just the ticket.

27 March 2013

The rulings make it clear that advertised prices for tickets must include all unavoidable fees and be more up front about booking fees.

If it looks like TV advertising and sounds like TV advertising, VOD is it?

14 March 2013

CAP has produced a Help Note that contains further information and guidance on VOD advertising.

Brand Ambassadors and Peer-to-Peer Help Note

28 February 2013

CAP is today publishing new guidance for marketers to ensure that the use of children in peer-to-peer marketing and as brand ambassadors is undertaken responsibly and in accordance with the rules in the CAP Code

Two pricing rule changes, completely free of charge

20 February 2013

CAP and BCAP have today announced changes to rules governing price comparisons rules and the use of price claims that are inclusive or exclusive of VAT.

Advertising Daily Deals

05 February 2013

Whether charging through crowds in the January sales or looking for bargains online, who doesn’t like a good deal? Read CAP’s overview of advertising daily deals.

Gender portrayal and stereotyping

05 February 2013

Advertisers should be mindful of the line between ads that use images, jokes or ‘shorthands’ that resonate with their target market and those that might offend others.

Placement and Scheduling

10 January 2013

The UK Advertising Codes are not about the content of ads alone. Who is likely to see an ad, where, and in what medium, can make a difference.

Detox and diets

10 January 2013

Whatever weight-loss claims you’re making, make sure you read CAP’s Insight article for the dos and don’ts on detox and diet ads.

Regulatory statement: CAP announces guidance on use of children as brand ambassadors and in peer-to-peer marketing

20 December 2012

Following a year-long review, CAP is publishing new guidance for marketers in the first quarter of 2013 to ensure the responsible use of children as brand ambassadors and in peer-to-peer marketing.

Code update: Food Sections

14 December 2012

Today, CAP has made a series of technical amendments to the food sections of the UK Advertising Codes.

Food: Tomorrow’s the Day

13 December 2012

14 December is the day for the key changes to the regulatory framework for food advertising to come fully into force

‘Expecting’ royal baby ads?

05 December 2012

It’s never too early to start planning, so here is a reminder of the rules which apply when wanting to tie-in ads to happy tidings of the Royal kind.

Betting websites featuring under-25s

29 November 2012

Today CAP has launched a consultation on one of the rules governing betting websites.

New transparency and choice rules for Online Behavioural Advertising

21 November 2012

New rules around Online Behavioural Advertising (OBA) will be included in the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing from 4 February 2013.

10% rule

21 November 2012

Does your advertised savings claim apply to 10% of discounted products?

Five New Year Resolutions for January Sales

08 November 2012

Avoid ASA attention this New Year by committing to these five resolutions to keeping your promotions compliant.

Significant Conditions in Sales Promotions

25 October 2012

An overview of significant conditions of sales promotions, an area where unfortunately marketers can trip themselves up by inadequately explaining.

Toying with Advertising to Children

25 October 2012

It may be only October but Christmas is just around the corner. Here are some simple points to remember to make sure you stay on our good list.

Sexualisation of children: perfume and underwear ads

11 October 2012

Protecting children from inappropriate sexual imagery is a priority for the ASA and issue at the top of the political agenda.

Questions and answers from Adviceam

10 October 2012

Befitting of a seminar about online advertising, delegates were able to follow commentary, post comments and ask questions using Twitter. Read our Q&A.

Don’t Scare the Children

28 September 2012

Read CAP’s guidance on advertising featuring traditions which by their nature involve frightening people, being scary and setting fire to things.

Announcing our new and improved website

21 September 2012

The ASA and CAP have launched refreshed websites.

VOD a difference a note makes

17 August 2012

All advertising must comply with the Code, but when does an ad have to comply with the particular rules on Video-on-demand?

Ofcom invites views on the co-regulation of VOD ads

10 August 2012

Invitation to respond to the review of the designation for the regulation of advertising in demand programming.

Speed Claims in Broadband Advertising now to cover mobile data services

06 August 2012

Today, CAP and BCAP are publishing a revised Help Note extending the scope of the guidance to cover mobile data services.

CAP is now on Twitter

20 July 2012

Our aim is to help keep the ad industry, media and others up to speed with regulatory developments and key announcements.

Don’t pay the price by misusing the word “free”

18 July 2012

It has long been the case that marketers must ensure that they do not describe a product or service as “free” if it is not. This may seem straightforward, but the ASA regularly considers complaints about ads for products or services which at first glance appear to be free, but upon closer inspection are anything but.

Independence and Impartiality

05 July 2012

A fundamental cornerstone of the CAP and BCAP Codes is that marketing communications must not materially mislead or be likely to do so.

The Rooney makeitcount.gonike tweet

20 June 2012

One of the most basic rules in the CAP Code is that “marketing communications must be obviously identifiable as such”.

Misleading Advertising

14 June 2012

Sixty one percent of the complaints the ASA received in 2011 were about misleading advertising. It’s a key issue and a very broad one that marketers in all sectors need to be mindful of, so here we give a quick guide on how to avoid the most common pitfalls.

Food for thought

14 June 2012

Copy Advice are conducting a review of the AdviceOnline articles which refer to heath claims made on foods.

Industry at the heart of 50 years of ‘legal, decent, honest and truthful’

30 May 2012

The Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP) have today published their Annual Report 2011 which marks five decades of industry self-regulation.

Advergames

17 May 2012

What are advergames, which rules apply and what is the ASA’s experience of regulating them?

Production techniques in cosmetics advertising: 12 months on

17 May 2012

In April 2011, CAP and BCAP launched a Help Note on the use of production techniques in cosmetics advertising. How has that guidance impacted on complaint levels and ASA adjudications over the past 12 months?

Marketing and the Olympics: we quiz LOCOG for answers

10 May 2012

As advertising plays a big part in the success of any Olympic Games we took the opportunity to ask the London Organising Committee for the Olympic Games (LOCOG) about its role in protecting the advertising rights of official Olympic partners and what pitfalls non-partners should avoid.

Unauthorised Selling Of Olympic Tickets

10 May 2012

Whether you’re looking forward to the Games or not there is a strong chance you could be asked to run an ad for someone selling tickets to them.

Sexual imagery in outdoor advertising: drawing the line

19 April 2012

Following the Department for Education’s report on the commercialisation and sexualisation of childhood, authored by Reg Bailey, the ASA reviewed its assessment of sexual imagery in outdoor advertising.

"As seen on TV"

04 April 2012

Wouldn’t it be good if advertisers identified which goods had been “seen on TV”.

Ad Tweets

04 April 2012

In March 2012 the ASA published its first adjudication about celebrity endorsements on Twitter.

Amended Distance Selling rules in the UK Code of Broadcast Advertising

23 March 2012

Following a public consultation, the Broadcast Committee of Advertising Practice has decided to restrict the scope of the Distance Selling rules in the BCAP Code.

New advertising rules for energy related products

15 March 2012

New Telecoms Help Notes: get up to speed

15 March 2012

New ad rules on unplanned pregnancy advice

20 January 2012

The Committees of Advertising Practice are today announcing new rules surrounding the advertising of unplanned pregnancy advice services.

CAP launches review into child brand ambassadors and peer-to-peer marketing

13 January 2012

CAP announces new GMP Chairman

11 January 2012

Chris Macdonald, Chairman of McCann Worldgroup London and CEO of McCann London, has been appointed Chair of the General Media Panel (GMP).

New Chairman of AAC announced

05 January 2012

Andrew Brown awarded CBE in New Year Honours List

03 January 2012

New rules on energy labelling

15 December 2011

Empowering and protecting consumers

12 October 2011

The ASA has responded to a recent Government consultation that calls for changes to help empower and protect consumers. These proposals could impact on the work of the advertising regulatory system. Find out what impact these proposed changes could have on the ASA.

ASA concludes process review

12 October 2011

The ASA has been reviewing its core regulatory processes with a view to becoming more effective, efficient, cost-effective and in tune with its stakeholders.  Read on to see how this may improve your experience of dealing with the ASA.

Scotland calls time on alcohol price promotions

12 October 2011

On 1 October, Scotland banned off-licensed premises from making available certain types of alcohol promotion.  To ensure consumers are not misled by ads that imply these promotions are available in Scotland when they are not, CAP and BCAP have produced guidance to assist compliance with the Advertising Codes.

Let children be children

12 October 2011

Concerns about commercialisation and sexualisation of children has been high on the political agenda following the Bailey Review. The ASA has been taking steps to reduce the amount of sexualised imagery used in outdoor advertising where children are likely to see it.

Up to speed with telecoms advertising?

12 October 2011

Two new Help Notes were published in September  - one on broadband speed claims and the other on the use of “unlimited” claims in telecoms advertising. Their aim is two-fold; to help advertisers comply with UK Advertising Codes, and to protect consumers from misleading claims. Read our comprehensive guide to telecoms advertising.

Weaving an untangled web – extension of the ASA’s online remit

12 October 2011

The extension of the ASA’s online remit in March was a landmark regulatory development, especially for those responsible for marketing claims on their websites and social network sites under their control.

Under the influence (of the ASA)

12 October 2011

Two ads for alcoholic drinks, one for Heineken and the other for Cell Drinks, both presented a light-hearted and fun approach to their products. But the ad for Cell Drinks was found by the ASA to have breached a number of rules relating to the portrayal of alcoholic drinks whereas Heineken’s ad was deemed acceptable. So what are the rules and where does the ASA draw the line?

Changes in advertising of 'unlimited' and broadband speed claims

29 September 2011

New guidance, published today, brings clarity to advertisers and consumers on the use of “unlimited” and “up to” speed claims in telecommunications and broadband ads.

Advertising Code writing bodies welcome new industry panel on children

09 June 2011

CAP and BCAP welcome today’s announcement that the Advertising Association has set up a new industry panel to address some of the concerns outlined in the Bailey Review.

ASA/CAP Annual Report 2010: Achieving change through engagement

12 May 2011

The Committee of Advertising Practice (CAP) and Advertising Standards Authority (ASA) Annual Report 2010 published today, highlights a year of significant change. Whether it was the introduction of new Advertising Codes, assuming responsibility for video-on-demand ads, preparing for the extension of our online remit or the comprehensive review of our processes, it has been a very busy year.

Protecting children is at the heart of our work

11 May 2011

It can’t have escaped adland’s attention that concern about the commercialisation and sexualisation of children is high on the political agenda. Advertising is under the spotlight too, but the UK’s advertising self-regulatory system has many positive things to say about the role it plays in protecting children from inappropriate or harmful marketing material.

Acting in the interests of consumers and industry: new ASA Council members appointed

11 May 2011

Advertisers, agencies and media owners will no doubt be fully aware of the occasions when the ASA Council finds an ad in breach of the Codes. What they may not be as familiar with is who the people behind the decisions are.

Ad Campaign – ASA says thank you to Industry

11 May 2011

In January the ASA launched a two-phase cross-media ad campaign designed to alert website owners of the ASA’s extended online remit. The campaign has relied entirely on free space donated by media owners, and the ASA is hugely grateful for industry’s support of the self-regulatory system, manifest in the significant media schedule donated to date.

A strong foundation for getting your cosmetics claims right

11 May 2011

Whether they appear in broadcast or non-broadcast, ads for cosmetics are in danger of breaching the Advertising Codes if they unduly exaggerate what a product can do in practice. To help marketers get it right, CAP and BCAP have issued joint guidance on the Use of Production Techniques in Cosmetic Advertising.

Changing of the guard

11 May 2011

On 30 March, an audience drawn from all parts of the advertising industry and the self-regulatory system gathered together to bid farewell to the outgoing Chairman of CAP and BCAP, Andrew Brown, who had chaired CAP since 1999 and BCAP since 2004.

Advertising guidance brings greater clarity for cosmetics sector

04 April 2011

New guidance, published today, for the cosmetics sector will help the industry to advertise their products without misleading consumers.

The ASA Supplement to the Update on the Process Review

09 March 2011

The ASA’s second update on how it is responding to the independent recommendations made in the Process Review is now available.

Changes to the CAP Code

04 March 2011

The digital remit of the CAP Code has now been extended: both the Introduction and the section on ‘How the System Works’ towards the end of the Code have been amended to reflect the change in remit. The accompanying document is a marked copy of the relevant sections of the Code, which shows these changes.

UK ad industry extends its commitment to responsible advertising

01 March 2011

1 March is a landmark moment for advertising self-regulation. The extension of the UK Code of Non-broadcast Advertising (the CAP Code) and the ASA’s online remit has come into effect. The rules now apply to companies’ own marketing communications on their own websites. It is a development that shows self-regulation at its very best – industry taking responsibility to protect consumers with real and lasting action.

CAP updates database practice rule

14 February 2011

CAP has updated its rule on database practice for collecting data from children for marketing purposes. In 2010, the ICO produced guidance on personal information online. CAP has updated its rule to ensure it is consistent wth that guidance and joined up with the ICO.

New Copy Advice website audit offers a health check for online marketing communications

31 January 2011

From 31 January, the CAP Copy Advice team is introducing a new bespoke website audit service for advertisers. The audits will offer a tailored  and expert assessment of companies’ websites against the CAP Code with a view to giving their marketing communications a clean bill of health and providing compliance guidance.

CAP and BCAP consultations on “Up to” and “Unlimited” Claims

26 January 2011

CAP and BCAP are consulting on their proposals for new advertising guidance on the use of “Up to” broadband speed and “Unlimited” usage claims in telecommunications advertising. The new guidance will help ensure clarity in advertising.

ASA launches B2B ad campaign

17 January 2011

The Advertising Standards Authority has today launched an ad campaign to let businesses know that it will soon be regulating more online marketing. Reflecting its commitment to the self-regulatory system, the industry has played an invaluable role in supporting the watchdog’s campaign.

CAP and BCAP statement on the impact of advertising on body image

16 December 2010

In November 2010 CAP and BCAP (B/CAP) received evidence from Jo Swinson MP concerning the harmful effects of media images on body image and behaviours. After careful consideration of the evidence presented to it, B/CAP considers that there is not persuasive evidence to support a proposal to include a rule that bans digitally altered models in advertising aimed at under-16s.

The ASA's update on the Process Review

07 December 2010

The ASA has published an update on its response to the recommendations made in the Process Review.

James Best is appointed the new Chairman of CAP/BCAP

21 October 2010

The Advertising Standards Board of Finance (Asbof) today announced the appointment of James Best as the new Chairman of the Committees of Advertising Practice (CAP and BCAP).

Change to Rules on Employment advertising

21 October 2010

The Committee of Advertising Practice (CAP) has made a revision to the CAP Code’s Employment, Homework and Business Opportunities section to reflect recent changes in legislation.

Digital remit extension and public relations

28 September 2010

Following a constructive meeting, CAP, ASA and the CIPR have agreed a number of actions to clarify the ASA's extended digital remit as far as it relates to public relations.

Landmark agreement extends ASA’s digital remit

01 September 2010

The digital remit of the ASA is to be extended significantly to deliver more comprehensive consumer protection online. From next year, marketing communications online will be subject to rules to keep them legal, decent, honest and truthful.

New Advertising Codes are here - make sure you comply

01 September 2010

The new Advertising Codes have come into effect today, 1 September 2010. It is important that all those involved with producing advertisements and other marketing communications understand and comply with the revised Codes to avoid the reputational or commercial damage that could result from breaching the rules. CAP Services are here to provide advice on your campaigns and we offer a range of training tools in specific sectors to help you comply.

Final countdown to new Advertising Codes

18 August 2010

CAP and BCAP are giving advertisers a final reminder that new Advertising Codes will come into effect on 1 September. It is crucial that advertisers ensure they know what the rules are to avoid prompting complaints from consumers or competitors and being subject to an ASA investigation.

Video-on-demand (VOD) advertising

02 August 2010

From 1 September 2010, the way the ASA regulates advertising on TV-like video-on-demand (VOD) services will be changing. The ASA has been designated by Ofcom as the co-regulator for advertising appearing on VOD services.

Webcast of Advice:am seminar on the new CAP and BCAP Codes

14 July 2010

The new UK Advertising Codes will come into effect on 1 September 2010 when the ASA will begin to apply the new rules. Watch the advice seminar to help you get up to speed with the changes.

CAP Chairman announces his retirement

13 July 2010

Andrew Brown has announced his retirement from the Chairmanship of the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). Andrew has chaired CAP since 1999 and BCAP since 2004 having led the industry task force that negotiated the ‘contracting out’ of broadcast advertising regulation from Ofcom.

More effective, efficient and in tune with our stakeholders - The ASA’s Preliminary Response to the Process Review

24 June 2010

The Advertising Standards Authority has published its preliminary response to the Process Review of its core functions, conducted with the help of independent consultants. The review has helped to identify a number of improvements which will benefit consumers as well as advertisers by making our operations quicker, more efficient and effective.

Child’s play: Why advertising regulation takes a grown-up approach to protecting children

24 June 2010

Arguably, the cornerstone of the UK advertising regulatory system is the emphasis it places on protecting children. This has always been the case but it is perhaps now, more so than ever, that the system has to demonstrate its commitment to, and effectiveness in, upholding this aim.

Be CAP Code smart about Environmental claims

24 June 2010

If you want to be CAP Code smart, avoid advertising claims such as “environmentally friendly” unless you can provide convincing evidence that your product will cause no environmental damage.

Chewing the Fat – Food Compliance Survey 2009

24 June 2010

The results of the CAP Compliance team’s 2009 Food Compliance Survey are in: 99.4% of the ads surveyed complied with the Codes.

Publishing hard copies of the Advertising Codes

24 June 2010

In March, we launched the new ‘BCAP Code: the UK Code of Broadcast Advertising’ and the new ‘CAP Code: the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing’. Three months later and we are on the brink of publishing the hard copies of the Codes. So why the delay?

New Travel Marketing Help Note: Preparing your campaign for take-off

24 June 2010

As one of the most dynamic and often turbulent consumer markets to work in, advertising is critical in the Travel Sector. CAP’s recently published Travel Help Note contains significant revisions to the previous guidance and aims to address potential pitfalls by bringing together, in one document, advice relevant to a broad cross-section of travel marketers.

Message in a bottle

24 June 2010

In recent years there has been an increased focus on the controls around advertisements for follow-on formula milk. Read on to get some helpful pointers.

Participation TV

24 June 2010

Telecommunications Marketing: CAP to Review Performance and Usage claims

24 June 2010

CAP and BCAP have undertaken to launch a review of broadband speed and ‘unlimited’ usage claims in telecoms marketing in response to concerns from stakeholders, including consumers about whether those claims mislead.

CAP/ASA Annual Report 2009: Responsive regulation for an evolving industry

26 May 2010

The CAP and ASA Annual Report 2009 is now published and reveals how the two organisations work together to ensure responsive and effective regulation in an evolving industry.

CAP and BCAP win EASA Best Practice Award

22 April 2010

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have won the European Advertising Standards Alliance (EASA) Best Practice GOLD award 2010. The accolade is in recognition of CAP and BCAP’s comprehensive and highly successful review of the UK Advertising Codes.

New Advertising Codes launched

16 March 2010

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) today launch new UK Advertising Codes, following a comprehensive review and a full public consultation.

CAP welcomes announcement on extension of CAP Code online

08 March 2010

We welcome the Advertising Association’s (AA) announcement recommending the extension of the CAP Code to cover marketing communications on companies’ own websites.

Post-conception Advice Services in the BCAP Advertising Code - Delay in BCAP’s regulatory decision

01 March 2010

BCAP announces that its proposal to include a rule in the BCAP Advertising Code about post-conception advice services will be subject to further discussion with Ofcom. This will not delay the launch of the Broadcast Advertising Code scheduled for publishing shortly.