1 March is a landmark moment for advertising self-regulation. The extension of the UK Code of Non-broadcast Advertising (the CAP Code) and the ASA’s online remit has come into effect. The rules now apply to companies’ own marketing communications on their own websites. It is a development that shows self-regulation at its very best – industry taking responsibility to protect consumers with real and lasting action.

The CAP Code already covered internet ads in paid-for space, like banner ads, pop-ups and paid search results, but the new remit means that those same high standards now apply to marketing communications on companies own websites and in other non-paid space they control, like Facebook and Twitter.

This means that the rules that make sure advertising does not mislead, harm or offend will cover all UK based company websites regardless of the sector or size of business or organisation.

We’re continuing to help businesses get their online marketing communications right. CAP Services is our range of training and advice tools, including newsletters, training sessions, online advice, telephone support and website audits.

By extending the ASA’s remit, we have plugged a regulatory gap. By extending our commitment to socially responsible advertising we’re enhancing consumer protection and helping to establish a level-playing field in the online environment.

Advertising self-regulation has been successful in keeping advertising standards high for almost 50 years.  Our new online remit shows that we are continuing to keep pace with changes in technology for the benefit of consumers, business and society. 

For help and advice, visit our Training and Events page.

More on

  • Keep up to date

    Sign up to our rulings, newsletters and emargoed access for Press. Subscribe now.