The Codes

Open book

The Codes lay down rules for advertisers and media owners to follow. They include general rules that state advertising must be responsible, must not mislead, or offend, and specific rules that cover advertising to children and ads for alcohol, gambling, motoring, health and financial products.

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Key principles

This section explains the key principles behind both the CAP's (Non-broadcast) British Code of Advertising, Sales Promotion and Direct Marketing (the Code), and the BCAP's TV and Radio Codes. 

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Non-broadcast Code (CAP Code)

This eleventh edition of the British Code of Advertising, Sales Promotion and Direct Marketing came into force on 4 March 2003. It replaces all other editions.This Code relates to non-broadcast ads only. 

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Broadcast Codes (BCAP Codes)

Two sets of rules apply to broadcast advertisements – a set for TV and another for radio. Visit this section for copies of both Codes. The TV and Radio Codes relate to broadcast ads only.

  New Advertising Codes covers

New UK Advertising Codes

Following a comprehensive root and branch review and a full public consultation, the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) today publish the new UK Advertising Codes which will come into effect on 1 September 2010.

 Code Review documents

Code Review

On 26 March 2009, CAP and BCAP published their consultation on the Codes that regulate non-broadcast and broadcast advertisements. Visit this section for background details and update on the Code Review consultation.

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Watch new Advertising Codes seminar

Watch the recording of one of the General Overview of the new Advertising Codes training seminar. All you have to do is login or sign up to CAP Services if you are not already a registered user.

Watch the webcast

Gambling advertising seminar

9 September - designed to update marketers in the gambling industry on the latest guidance and recent ASA rulings to help ensure marketing communications comply with the Advertising Codes.

Book now

Advice and guidance notes

Do you need assistance in complying with the Advertising Codes? Visit this section for Guidance notes and links to self-help tools like Help Notes and Copy Advice.

Advice and guidance notes

FAQs

Have you got a question about CAP and BCAP and how the system works?

Visit FAQs section

Copyright © 2009 ASA