The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code)

  • Price: £3.60
  • Published: October 2016
  • Type: Business Information Factsheet
  • Format: PDF

The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code) sets out rules for non-broadcast marketing communications, meaning marketing communications other than TV or radio adverts.

In general, the CAP Code requires adverts to be legal, decent, honest and truthful. It also sets specific standards for advertising certain types of product and service, for example cosmetic and health products.

The CAP Code applies to advertisers, advertising agencies and media owners. Its content is written and updated by the Committee of Advertising Practice, which consists of professional bodies such as the Association of Direct Marketing, and acts as a self-regulatory body for the non-broadcast advertising industry.

The CAP Code is administered and upheld by the Advertising Standards Authority (ASA), which can refer non-complying marketers to National Trading Standards for prosecution under consumer and business protection legislation.

This factsheet provides an introduction to the CAP Code, explains what happens if it is breached and provides sources of further information.

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