Comply with advertising standards
Introduction
Guidance
The purpose of advertising standards is to make sure all ads are legal, decent, truthful, and honest. Your advertising claims must be clear, accurate and supported by evidence, whether you advertise online, in print, by email, on social media, on TV or on radio.
In the UK, the Advertising Standards Authority (ASA) enforces the advertising rules. The CAP Code applies to non-broadcast advertising, sales promotions and direct marketing. The BCAP Code applies to broadcast advertising, including TV and radio ads.
This guide outlines how advertising standards are regulated, the advertising complaints procedures and highlights four advertising pitfalls to avoid.