In 2007, CAP and BCAP began work on the first ever joint review of the codes for non-broadcast and broadcast advertisements to ensure that the codes are up-to-date, relevant and responsive to the genuine concerns of the public and the legitimate interests of the advertising industry. The Review will make the codes more user-friendly and, where justified, will introduce greater cross-media consistency that will help the creation of multi-media campaigns.
As the Review continues in the coming months, CAP and BCAP will consider the implications of the EU Audiovisual Media Services Directive and decide how the codes will address the challenge presented by digital media, including UK website content.
CAP and BCAP will assess each clause in the codes and will consult with relevant stakeholders, regulatory bodies and trade associations to make sure the codes adapt to changes in the law and in the marketing landscape.
The Code Review seeks to meet the standards established by Better Regulation and Hampton Principles. Better Regulation Principles set out that rules should be proportionate, accountable and transparent and targeted only where regulatory action is considered necessary. Hampton Principles require that all regulations should be written so that they are easily understood, easily implemented and easily enforced and all interested parties should be consulted when they are being drafted.
In its review of the broadcast codes, BCAP will receive advice from its Advertising Advisory Committee (AAC), a panel of consumer experts whose role is to give independent, third-party advice to BCAP to ensure that the concerns of viewers and listeners are taken into account. Both non-broadcast and broadcast codes will be the subject of a full public consultation later this year before their final form is agreed and put into place in 2009. CAP and BCAP will invite submissions from a broad range of advertising stakeholders and welcome written responses through the CAP website, by letter or fax.
To be kept informed of Code Review developments, sign up to Update@CAP.
