Comply with advertising standards

There are two advertising codes of practice in the UK:

• Non-broadcast Advertising and Direct & Promotional Marketing (CAP)
• Broadcast Advertising(BCAP)

The CAP Code

The non-broadcast code applies to advertisements, sales promotions and direct marketing communications, including:

• advertisements in printed material, such as newspapers, magazines, brochures and leaflets
• posters in public places, including those with moving images
• cinema advertising
• paid-for search listings, display ads and other online advertising
• claims on your own website, app or landing pages that are intended to sell or promote your product or service
• marketing emails, SMS messages and other direct marketing communications
• social media posts, influencer marketing and affiliate marketing where the content is under your control or is advertising
• sales promotions, wherever they appear
• advertorials - eg advertisements designed to look like editorial text

The BCAP Code

The broadcast code applies to all advertisements and sponsorship credits on radio and television services licensed by the industry regulator Ofcom, including:

• teleshopping
• content on self-promotional television channels
• television text and interactive television advertisements
• sponsorship credits on radio and television services 

General guidance

Under both codes, you must be able to prove what is claimed in your advertisements. Under both codes, you must be able to prove objective claims in your advertisements. This is known as substantiation. Keep evidence before you publish an ad, especially for pricing, comparisons, environmental claims, health claims and performance claims.

In addition, if you are presenting a point of view about your products, you must make it clear that it is an opinion rather than a statement of fact. Compliance with the relevant code helps your advertising stay within the law.

You should ask yourself the following questions:

• Is the marketing communication socially irresponsible?
• Is it likely to offend its audience or cause fear or distress without good reason?
• Does it show unsafe or anti-social behaviour?
• Does it encourage people to break the law?

Some sectors have specific requirements. They apply to food, medicines, tobacco, and alcohol. For example, you can claim your drink is 'low in alcohol' only if it contains between 0.5% and 1.2% alcohol by volume.

Guidance on complying

CAP offers a wide range of advice. It can help you ensure your ads and direct marketing don't breach the Committee's codes.

Search previous Advertising Standards Authority (ASA) rulings to find guidance on specific issues and products.

To help with your non-broadcast media advertising, you can register for alerts on rulings and guidance from the CAP and the ASA. These alerts are issued each time a business has breached the rules. Checking the relevant alerts may prevent future problems.

The CAP offers a free bespoke copy advice service to help organisations find out if their ad campaign complies with the rules.