The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have won the European Advertising Standards Alliance (EASA) Best Practice GOLD award 2010. The accolade is in recognition of CAP and BCAP’s comprehensive and highly successful review of the UK Advertising Codes.

The EASA Best Practice Awards recognise projects and initiatives that achieve the highest standards in advertising self-regulation across Europe. 

In March 2009, the UK Advertising Codes, following a comprehensive 18-month root and branch review, were subject to a full 12-week public consultation. CAP and BCAP’s objective was to ensure the Codes remain fit-for-purpose, easy to use and effective for the benefit of consumers and advertisers. The consultation invited views from a wide range of stakeholders including Government, civil society and members of the public, as well as the industry to have their say on the rules that govern advertising.

The review, consultation and evaluation process was inclusive and transparent:

  • CAP and BCAP embarked on an extensive pre-consultation with government, industry, other regulators and charities;
  • the CAP and BCAP Code Policy team considered over 400 pieces of legislation that impact on advertising;
  • in total, over 16,000 hours were spent on the Review;
  • more than 50 committee and working group meetings took place;
  • 1,000 organisations were directly invited to respond to the consultation;
  • CAP and BCAP evaluated 30,000 responses to the consultation

The new Advertising Codes were launched in March this year and come into effect on 1 September 2010. Consumer protection and social responsibility remain at the heart of the Codes.

Secretary of CAP and BCAP, Shahriar Coupal said: “This gold award is testament to the enormous commitment and hard work undertaken by the UK advertising industry and CAP, BCAP and the ASA’s Executive team.  Everyone involved in this process should rightly feel proud of their achievements. The Review and consultation were a resounding success and we are left with Advertising Codes that are fit for purpose now and for the future.”

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