Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
The Committee of Advertising Practice (CAP) is the self-regulatory body that creates, revises and enforces the British Code of Advertising, Sales Promotion and Direct Marketing (the CAP Code). Its members represent all sectors of the marketing communications industry. In addition to writing the Code, CAP gives guidance to the industry through the Copy Advice team and the provision of Help Notes, Ad Alerts, AdviceOnline and Update@CAP (see section "How the System Works, Committee of Advertising Practice". See also the section on "Advice and Help Notes" elsewhere on the CAP website).
The Copy Advice team gives pre-publication advice to marketers, agencies, publishers and anyone else involved in the designing, publishing or dissemination of marketing communications. Its advice is fast (usually enquiriers get a response within 24 hours) and confidential from competitors. Its advice is not binding on enquiriers or on the ASA Council. You may consult the team on 020 7492 2100 or by e-mail on advice@cap.org.uk and we encourage you to do so.
The Compliance team ensures that marketing communications conform with the Code to protect consumers and competitors and ensure a level playing field. It is responsible for tackling marketers that blatently or persistently flout the Code (see section "How the System Works, The Compliance Team").
The Code Policy and Monitoring team conducts routine monitoring of advertisements in various media and works to ensure the Code keeps abreast of developments, both in its writing and in its interpretation.
CAP is responsible for administering the General Media Panel and the Sales Promotion and Direct Response Panel, which are ad hoc working groups made up of industry practitioners and one ASA Council member. Marketers who are affected by advice given to them or complaints that involve them may ask for the matter to be considered by the relevant Panel (see section How the Sytem Works, The Panels). The Panel’s opinion is not binding on the ASA Council. See entry on the CAP Panels for more information on the Panels' work.
See also "How the System Works" (in the section "Code" on the CAP home page) and the frequently asked questions on CAP (in the section "Self Regulation" on the CAP home page).
Last modified : 23 August 2010