Frequently asked questions
Why do I need Copy Advice?
Which types of marketing communications can you advise me about?
Can you advise me about data protection and other statutory requirements?
My campaign includes TV or radio advertising – why can’t you advise me about these ads too?
How quickly can you deal with my enquiry?
What if you tell me something I don’t want to hear?
How confidential is the information I give you?
Does seeking CAP Copy Advice prevent me from getting into trouble with the ASA?
What are the qualifications of the advisers?
What if I need advice out-of-hours?
How can I keep up to date?
Why do I need Copy Advice?
Whether you run simple press ads or campaigns that use a variety of non-broadcast media, you don't want to create communications that generate complaints to the ASA.
The ASA investigates all valid complaints and investigations can result in an ad or campaign being pulled. That can waste precious time and financial investment.
Copy Advice is designed to help you create compliant advertising and avoid ASA investigations.
Back to top
Which types of marketing communications can you advise me about?
Copy Advice can guide you on the content, tone and placement of any marketing communication that falls within the remit of the non-broadcast CAP Code. In general that includes any advertising in ‘paid-for’ space and includes:
Direct marketing
Sales promotions
Press and magazine ads
Door drops
Inserts
Cinema advertising
Outdoor and ambient media
Online advertising
Commercial e-mails
SMS / mobile marketing
Viral marketing
Leaflets, brochures and catalogues
* TV and radio ads require pre-broadcast clearance by Clearcast (formerly BACC) and RACC respectively.
Please refer to the online Code for a full explanation.
Back to top
Can you advise me about data protection and other statutory requirements?
Yes, we advise on the use of personal data for direct marketing and sales promotion - mail, e-mail and SMS. We can also guide you on the delivery of mail order goods and refunds. And we can point you in the direction of other organisations that can help you further.
Back to top
My campaign includes TV or radio advertising – why can’t you advise me about these ads too?
We may provide advice only on non-broadcast marketing communications that are subject to the CAP Code. Seperate codes exist for broadcast ads; Clearcast provides advice and clearance for TV ads and the RACC for radio ads. Please contact them for advice on your broadcast ads.
Back to top
How quickly can you deal with my enquiry?
For immediate advice you can call us on 020 7492 2210. Advisers are available Monday to Friday 9.00 am - 6.00 pm.
If you want us to look at materials you can e-mail them to copyadvice@cap.org.uk. We aim to respond within 24 hours. Advise us of your timeframes and we’ll do what we can to help but please appreciate that we can’t prioritise every enquiry.
We suggest that you send us materials early in your production process to avoid this problem occurring. We are more than happy to look at the same campaign several times as it evolves.
Back to top
What if you tell me something I don’t want to hear?
You are not obliged to act upon the advice we give. But if the ASA receives complaints about your campaign and investigates, it will know if you sought advice from Copy Advice and chose not to act upon our recommendations. Conversely if it investigates complaints about a campaign for which amendments were made in line with advice given by Copy Advice, the ASA will know and will take both the advice and your use of it into consideration.
Back to top
How confidential is the information I give you?
The information you supply is used by the advisers to ensure you are given the best advice and guidance. A summary of your enquiry is recorded on our secure database to give a point of reference for any subsequent contacts. It may also be accessed by the ASA if they conduct an investigation as the result of a complaint. We will never discuss your business with your competitors. The only opportunity they will have to view information about your use of Copy Advice is if a complaint results in an ASA adjudication. These are published weekly on the ASA’s website. We operate strictly within the data protection law. If you need any further information please view our privacy policy.
Back to top
Does seeking CAP Copy Advice prevent me from getting into trouble with the ASA?
It goes a long way towards doing just that and we know of no better way to prevent problems with the ASA. But we cannot guarantee either that the ASA will see things exactly the same way as we do or that an ad will not provoke complaints that will be investigated by the ASA.
With more subjective issues such as taste and decency, public sensitivities change over time so the ASA might receive complaints about something that has not previously been a problem. As part of the investigation process, the ASA will check if Copy Advice was sought. The adviser who dealt with your enquiry will explain the potential problems that were identified and what the recommendations were for changes. If it sees that you tried to avoid provoking complaints, the ASA will bear that in mind when reaching its decision.
Back to top
What are the qualifications of the advisers?
All our advisers have been trained to fully understand the CAP Code and how it has been interpreted by the ASA in the past. They keep abreast of complaints made to the ASA as well as all ASA adjudications, whether or not the ASA Council upheld the complaint.
Please note: our advisers do not give legal advice.
Back to top
What if I need advice out-of-hours?
Our comprehensive website at www.cap.org.uk gives you access to a wealth of searchable information. You’ll find the most up to date versions of the Codes, news, adjudications, subject-specific advice and Help Notes.
Back to top
How can I keep up to date?
You can register for regular e-communications from Copy Advice and the ASA via the ‘Keep me informed’ option on our website www.cap.org.uk. We’ll keep you up to date with developments in the codes, headline stories about key rulings and importantly, any changes to the rules you need to be aware of as soon as they happen. We’ll also give you a head start on dates for our popular, free events or publications that may be of value to you.
Back to top