A Day in the Life Of...

26 October 2004

The CAP Copy Advice team are here to help you get your marketing communications right. Here's how one team member spends her day advising marketers:

9.00am Sees the normal start to my day. Each Copy adviser checks their system for overnight e-mails from marketers, agencies or publishers. All dealt with in strict rotation, of course! First in; first served.

9.15am An enquiry from a regular enquirer, an alcoholic drinks producer, whose new campaign starts shortly with extensive press and poster coverage to promote a ready-to-drink product. The first thing I do is check the database the ASA and CAP share for any previous advice; they haven't sought advice on the product before so I set up a new file and give advice, especially on clauses 46.4 and 46.7.

11.00am I take a telephone call from a publisher who wants to know if an advertiser may claim "skin rejuvenation" for a new cosmetic treatment called Isolagen. I advise that, because neither CAP nor the ASA has seen evidence of the efficacy of the procedure, we need to see that evidence first but, generally speaking, clause 50.7 prohibits unqualified claims such as 'cure' and 'rejuvenation' for cosmetic treatments.

11.15pm Have an entry for Advice Online to write and the deadline for publication in the CAP website is fast approaching; but the phones won't stop ringing and written enquiries continue to flood in. Perhaps I should try that 'energy' drink one marketer claimed would 'keep me buzzing for longer'. Entry finished, lunchtime.

2.00pm Back to my research on experts to review evidence sent by an enquirer in support of claims made for a slimming pill. Had already sent the advertiser the relevant Help Note on Substantiation and they have submitted trials that meet the criteria in the Help Note and look convincing.

3.30pm A written enquiry from an advertiser wanting to know if he could claim on packaging that his product "Wired" is an aphrodisiac. Advised in writing that enquiries about packaging should be directed to Trading Standards who can advise on food labelling. A sales promotion on the packaging however, would be within the ASA's remit, as would claims on packaging that are visible in an ad. I suggested he should send any advertisements that refer to or feature the product to us for consideration.


4.00pm Ask colleagues and managers at the ASA whether the nudity and pose in a poster for a gentleman's club is likely to cause serious or widespread offence (clause 5.1). Most think it would but was unlikely to be a problem in targeted media. I advise the enquirer to use targeted media instead of a poster or to use a different photograph.

5.10pm After wrapping up some replies to e-mail advice enquiries, I finish for the day - and on the commute home try not to assess every ad I see against the CAP Code!

Remember: you may contact me or my colleagues by phone, fax or e-mail or by using the Copy Advice Form. At least one of us is usually in the office from 9.00am until 6.00pm.

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