CAP’s New Guidance on Children’s recognition of advertising

In April, CAP published new guidance on ensuring younger children can identify more integrated online marketing. After a six month transitional period allowing affected advertisers to bring their ads into line with the rules, the guidance came into effect on 1 December. From then on, the ASA will begin to assess relevant complaints using the guidance. The Code requires advertisers to take steps to disclose the commercial intent of a communication, if it’s not clear from the form of an ad or wider context.   In 2016, CAP looked at the…

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