CAP and BCAP Launch Document Explaining How They Conduct Evidence-based Policy

The Committees of Advertising Practice (CAP and BCAP) have published a new version of the document which sets out how they conduct evidence-based policy making. CAP and BCAP keep their Codes under review and always aim to deliver regulation that is transparent, accountable, proportionate, consistent and targeted where action is needed. CAP and BCAP always welcome new evidence on where they might need to offer additional protection, where existing protections might no longer be necessary or proportionate, or where other regulatory action may be required.  The new document sets out…

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How to Ensure Your Ad Doesn’t Break The New CAP Rules On Sexualisation

After public consultation, on 2 January 2018, CAP and BCAP introduced stricter rules prohibiting the sexual portrayal or sexual representation of under-18s, and anyone who looks under 18, in advertising. These rules strengthen the many existing rules that protect the welfare of under-18s, addressing the potential for some adults to view under-18s in general as sexual beings and for some under-18s to be pressurised to view themselves in this way. They also provide further protection for individual models featured in advertising. The details of CAP and BCAP’s decision can be…

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Making Sure Your Ads Comply with Verifiability According to the CAP

The Committee of Advertising Practice (CAP) have released a piece on their website on how you can ensure your ads comply on issues of verifiability. We enclose the piece below, please also explore the CAP site for many more interesting advice to help keep your marketing ethical: What is verifiability, when does it apply, and how can you ensure your ads comply? Below we answer these key questions to help you verify your knowledge of verifiability in ads.   What is verifiability? Both the CAP and BCAP Codes require that…

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To include or not to include? – VAT in stated prices

The Committee of Advertising Practice (CAP) have posted advice for advertisers on their website about the usage of VAT in UK Advertising. We have included the advice from the site below: The CAP Code requires that prices in ads include non-optional taxes, duties, fees and charges that apply to all or most buyers. This applies to all advertising and marketing materials, including websites and social media profiles. Because the correct use of VAT-inclusive and VAT-exclusive prices is a recurring issue in ASA complaints across industries and media, the CAP Compliance…

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New rule to ban harmful gender stereotypes next year

Speaking ahead of a reception at the Wales Millennium Centre, Cardiff, Ella Smillie from the Committees of Advertising Practice (CAP), announced that a new rule will be introduced in the UK Advertising Codes next year to ban harmful gender stereotyping in advertising. The CAP/ASA goes into details on their website: The review by the Advertising Standards Authority (ASA) on harmful gender stereotyping in advertising, Depictions, Perceptions and Harm, published last summer, provided an evidence-based case for stronger regulation of ads that feature stereotypical gender roles or characteristics which can be harmful to…

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