What is ASA and CAP Code?

The Advertising Standards Authority (ASA) is the UK’s independent regulator of advertising across all media. Together with the Committees of Advertising Practice (CAP), who write the UK Advertising Codes, we work to make advertisements responsible.

What does cap code mean?

The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) is the rule book for non-broadcast advertisements, sales promotions and direct marketing communications.

What is covered by the CAP Code?

The Code applies to affiliate marketing in whatever form this may take and to promotional marketing in non-broadcast media, including media that might not otherwise be covered by the Code.

What is the cap non-broadcast code?

The CAP non-broadcast code has rules that cover non-broadcast advertising (for example print, online), sales promotion and direct marketing (such as telesales and email). The code specifies standards for accuracy and honesty that businesses must stick to, including specific conditions, such as: advertising to children.

Is the CAP Code law?

Although the CAP Code is not statutory and neither CAP nor the ASA interprets the law, the self-regulatory system dovetails with law enforcement bodies and operates within an over-arching legal framework. The Code complements, reflects and, where appropriate, may go beyond the law.

Why is the ASA important?

The ASA regulates the content of adverts by enforcing its advertising codes; there are separate codes for non-broadcast and broadcast advertisements. However, all adverts are expected to be “legal, decent, honest and truthful”. The Advertising rules are regularly reviewed and updated by the ASA.

What is ASA in media?

The Advertising Standards Authority (ASA) is the UK’s independent regulator of advertising across all media. We apply the Advertising Codes, which are written by the Committees of Advertising Practice (CAP).

Who enforces the CAP Code?

the Advertising Standards Authority
There are 22 sections of the code and must be followed by all advertisers, agencies and media. The Code is enforced by the Advertising Standards Authority.

What products do the ASA cover?

Radio and TV ads (including teleshopping presentations) Ads on the internet, smartphones and tablets. Ad claims on companies’ own websites. Commercial e-mail and text messages.

Does ASA apply to websites?

The ASA is likely to consider material to be within remit when it is; by or from a company, organisation or sole trader on their own website or in other non-paid-for space online under their control.

Is ASA legal?

Illegal advertising It is unlikely that CAP or the ASA would get involved in the content of a marketing communication if its distribution were illegal; for example, the Code does not apply to traditional flyposting or unsolicited faxes to individuals because both are mostly illegal.

Is the ASA a legal framework?

The ASA works within this legal framework to make sure that UK advertising is not misleading or unfair. The ASA is able to refer advertisers who persistently break the Advertising Codes and don’t work with us to other bodies for the further action, such as Trading Standards.