General Checklist
If you work in marketing, you are bound by CAP's advertising codes. This checklist will help you spot the common pitfalls in non-broadcast marketing communications.
Substantiation – Section 3*
Marketers must hold evidence to support all objective claims. Publishers should ask marketers if they can support claims that seem unlikely; particularly claims for health and beauty products (see the Health and Beauty checklist and Section 12).
If you work in marketing, you are bound by CAP's advertising codes. This checklist will help you spot the common pitfalls in non-broadcast marketing communications.
Social responsibility, decency, fear and distress, safety and anti-social behaviour – Sections 1 & 4*
Is the marketing communication socially irresponsible, likely to offend its audience or cause fear or distress without good reason? Does it encourage people to break the law?
Advertorials - section 2*
Check these are marked clearly as advertisements; their content is subject to the Non-broadcast Code.
Alcohol – Section 18*
Marketing communications must not portray alcohol in an irresponsible or unsafe way. Marketing communications for alcoholic drinks must not be directed at or appeal to people under 18 and people shown drinking should be and look over 25.
Comparisons – Section 3 (Comparisons) *
Check that comparisons are clear and fair and that they compare products meeting the same needs or intended for the same purpose. Comparisons should objectively compare one or more material, relevant, verifiable and representative product's features, which may include price.
Distance selling and money off the page – Section 9*
The marketers’ (and suppliers’, if different) full name and address must appear outside the coupon and the delivery time should be stated: usually no more than 30 days.
Employment and business opportunites – Section 20*
Check that marketing communications do not include unrealistic earnings claims. Marketing communications for homework schemes should give readers the name and geographical address of the marketers, and a clear description of the work and the amount of any outlay. Most of that information may be included in follow-up material sent to everyone but the initial ad should state whether a financial outlay is required.
Free offers – 3.23 – 3.26*
Free offers may be conditional on the purchase of other items so long as the costs are stated clearly. The minimum unavoidable cost of responding to the offer may be charged but not packaging, handling or administration costs.
Lucky charms Help Note**
Marketing communications must not imply lucky charms and the like can directly affect the user’s circumstances. Marketers may, however, refer to lucky charms acting as a reminder for users to think positively, perhaps improving their confidence and therefore circumstances, so long as the emphasis is on the user’s state of mind.
Motoring – Section 19*
Speed and acceleration must not be the predominant message.
Prices, taxes and telephone numbers – 3.17 – 3.22*
Unless addressed to the trade, all quoted prices should include VAT and other non-optional taxes and duties. Prices must match the products illustrated.
If the cost of calling an NTS number featured in a marketing communication is more than the cost of a phone call to a landline (01 or 02) using BT’s Unlimited Weekend package, the marcom should include pricing information that states the cost or the price per minute (ppm) and any connection charges of a call to BT customers.
Phonepayplus regulates 0871 numbers and CAP recommends that marketers should contact PhonepayPlus for advice on the pricing information that should be included in marcoms. Its website address is www.phonepayplus.org.uk.
Privacy – Section 6*
The Non-broadcast Code urges marketers to get permission from individuals featured in marketing communications, except for those in crowd scenes. If they do not have permission, marketers should not unfairly show people in an offensive or adverse way.
Sales Promotions – Section 8*
Check that promoters have stated all significant conditions and limitations. A closing date and preconditions of entry should normally be included prominently. The promoter’s full name and address should be stated in a place that can be retained by consumers.
Qualifying claims and small print Help Note**
Check that claims are stated clearly or are suitably qualified so that consumers are not misled. Qualifying claims should not contradict anything stated elsewhere in the marketing communication. Small print must be visible and readable to a normally-sighted person reading the ad once at a normal speed.
Travel Help Notes**
Airport names should normally be stated if more than one serves a city. Prices must include all pre-payable taxes. If the purchase of holiday insurance is compulsory this should be clearly stated, along with the typical cost. Marketing communications must not mislead as to the availability of flights.
Vanity publishing Help Note**
Most vanity publishers do not select manuscripts on merit, contribute to production costs or market books effectively; any such claims should be checked. Promises that customers can recoup their costs or gain financially from the sale of their books are unlikely to be true. The content of any follow-up literature should be checked.
*The numbers shown relate to section numbers in the CAP Non-broadcast Code.
**Visit the Help Notes section to download Help Notes.