Lowest Price Claims and Promises
The Help Note on Lowest Price Claims and Promises provides guidance to help marketers and their agencies ensure that their marketing communications conform to the British Codes of Advertising, Sales Promotion and Direct Marketing.
A “key points for media ad departments” section summarises the main themes and is intended to guide media ad departments.
The Help Note covers: the law and the codes; “lowest price” claims; price promises; guarantee vs. guaranteed; and “unbeatable low prices” claims and promises.
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Organic Food, Claims for
After extensive consultation, CAP has produced a Help Note on Claims for Organic Food. The Help Note provides guidance on the marketing of claims for organic food to help the industry ensure that its marketing communications conform to the British Codes of Advertising, Sales Promotion and Direct Marketing. The Help Note covers: general rules; registration and the law; organic type claims; environmental claims; safety, health and welfare claims; taste claims; and cost claims.
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Qualification, Claims that Require
CAP has produced a Help Note on Claims that Require Qualification. The Help Note explains that qualifying claims should not contradict the primary claims that they are clarifying. It lists variables that might determine how prominent a qualifying claim needs to be. It introduces the concept of a "qualifying ladder" and gives guidance on the use of asterisks and footnotes.
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Religious Offence
CAP has produced a Help Note on Religious Offence in response to ASA research into what causes serious offence.
The Guidelines stress that it is not the aim of CAP or the ASA to make marketing a religion-free zone. The Help Note makes a distinction between light-hearted depictions of religion and disrespectful ones.
A key theme of the Help Note is that marketers should take into account whether or not advertisements are likely to appear close to places of worship.
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Travel Marketing
Over the past few years the ASA has upheld a number of complaints against airline companies for omitting to specify in marketing communications which airports their flights travel to and from. The attached Help Note, which constitutes an updated version of the existing Help Note on the Indication of Flight and Cruise Prices, provides guidance on this subject.
Click here to view the document associated with: Travel Marketing
Vacuum Cleaner Marketing
After extensive consultation, CAP has produced the attached Help Note on Vacuum Cleaner Marketing. The Help Note provides guidance on the marketing of vacuum cleaners to help vacuum cleaner marketers and their agencies ensure that their marketing communications conform to the British Codes of Advertising, Sales Promotion and Direct Marketing.
A new “key points for media ad departments” section summarises the main themes and is intended to guide media ad departments.
The Help Note covers: general rules; legality; substantiation; pick-up performance claims; unqualified performance claims; suction/suction power claims; unqualified power/powerful claims; health benefit claims; and market leadership claims.
Click here to view the document associated with: Vacuum Cleaner Marketing