Key principles

The Committees of Advertising Practice are the industry bodies responsible for the UK’s advertising Codes.

CAP’s Non-broadcast Committee writes and enforces the British Code of Advertising, Sales Promotion and Direct Marketing (the Code). The Committee comprises representatives of advertisers, agencies, media owners and other industry groups, all of which are committed to upholding the highest standards in advertising.

CAP’s Broadcast Committee (BCAP) is contracted by the broadcast regulator, Ofcom, to maintain and, from time to time, update the codes of practice that govern TV and radio advertising. BCAP comprises major broadcasters and representatives of broadcasters licensed by Ofcom, advertisers, agencies, direct marketers and interactive marketers.

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.

Two sets of rules apply to broadcast advertisements – a set for TV and another for radio. In broad terms, they state that all types of broadcast advertising shouldn’t mislead, offend or cause harm. See BCAP Code section for the copies of the Codes.

The British Code of Advertising, Sales Promotion and Direct Marketing (the CAP Code) applies to non-broadcast marketing communications.