Tag: BCAP

CAP and BCAP update guidance on protecting under-18s in gambling and lotteries advertising

Stuart Mitchell

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have updated their guidance on protecting under-18s in gambling and lotteries advertising.   In 2022, following public consultation, CAP and BCAP introduced a stricter standard, replacing the previous test of “particular” appeal (content likely to appeal more to under-18s than adults) with a stricter test of “strong” appeal, where there is a reasonable case that creative content might unduly attract the attention of under-18s.  The change brought more content within the scope of the Codes’ restrictions, particularly…

Read More

A quick guide to changes to the misleading advertising rules

Stuart Mitchell

In April, CAP and BCAP (the bodies that write the advertising Codes enforced by the ASA) introduced amendments to their rules to reflect new UK consumer law – the Unfair Commercial Practices provisions in the Digital Markets, Competition and Consumers Act 2024. The UCP provisions update and replace the Consumer Protection from Unfair Trading Regulations 2008 (the CPRs). However, the key principles of misleading advertising underpinning the Codes remain largely the same, with some slight changes to wording and definitions and the addition of new prohibited commercial practices. The changes…

Read More

Advertising rule changes following review in response to the Digital Markets, Competition and Consumers Act 2024

Stuart Mitchell

CAP and BCAP have published the outcome of their consultation on amendments to the advertising Codes following a review to align them with the Unfair Commercial Practices (UCP) provisions in the Digital Markets, Competition and Consumers Act 2024. The UCP provisions came into force on 6 April 2025. The CAP and BCAP Code rule changes come into force immediately. The UCP provisions update and replace the Consumer Protection from Unfair Trading Regulations 2008 (the CPRs). The key principles of misleading advertising underpinning the Codes remain much the same in the…

Read More

CAP – Medicines and Medical Devices: Technical changes to CAP and BCAP Code rules

Stuart Mitchell

The ASA/CAP have released a post called: Medicines and Medical Devices: Technical changes to CAP and BCAP Code rules. I have enclosed the text of the link below, but please have a look at the ASA/CAP site as there are lots of things of interest to anyone with an interest in Ethical Marketing. CAP and BCAP have published technical amendments to CAP Section 12 and BCAP Section 11 to reflect changes to the regulatory frameworks for medicines and medical devices as a result of the UK’s exit from the EU.  These changes…

Read More

CAP – Updated environment guidance: carbon neutral and net zero claims in advertising

Stuart Mitchell

The ASA/CAP have released a post called: Updated environment guidance: carbon neutral and net zero claims in advertising. I have enclosed the text of the link below, but please have a look at the ASA/CAP site as there are lots of things of interest to anyone with an interest in Ethical Marketing. CAP and BCAP have published updates to their advertising guidance: The environment: misleading claims and social responsibility in advertising to include guidance on the use of carbon neutral and net zero claims in advertising, which reflects key principles of the…

Read More