The Committee of Advertising Practice (CAP) and Broadcast Committee of Advertising Practice (BCAP) are responsible for the codes that set the standards for advertisements in all media. In the following pages, we review some of the main events of the Committees’ work during 2007, with particular focus on new rules for gambling and food advertising.
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01_Guidance on free
Everyone likes something for nothing but how would you feel if you found out that your “free” gift was something you had already paid for? “Buy one get one free” offers are popular with shoppers but “buy this car and we’ll give you a free steering wheel” doesn’t sound like such a great deal. The broadcast and non-broadcast Codes have differently-worded rules on “free” and the ASA has had to make some difficult decisions about what is free and what is included in the regular price. To help clear up confusion, in 2007 CAP and BCAP published Guidance that applies to ads in all media. This was the first joint CAP and BCAP Guidance for advertisers and will benefit consumers, by creating a level playing field for “free” claims, as well as helping advertisers to plan their campaigns.
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03_Advice:am Training
Two major Code changes over three short summer months made 2007 a busy year for the Copy Advice team and, of course, for those sections of the industry with an interest in food, drink, gambling or prize draws. As well as being on hand to answer questions about changes to the CAP Code or simply to cast an experienced eye over marketers’ ads, the Copy Advice team supported the industry with a series of presentations on the new rules for advertising food products to children and the new rules for gambling advertisements. Of the many presentations given by members of the Copy Advice team in 2007, the three seminars at the International Direct Marketing Fair reached the widest audience. Those Copy Advice master classes gave marketers the lowdown on the regulations for direct marketing (DM) and, especially crucial for DM campaigns, database practice – helping those who attended stay within the rules without compromising their creativity.
CAP continued to keep the industry informed of new ASA adjudications and changes to the advertising codes with Update@CAP, its regular e-mail newsletter. Also, 2008 sees the launch of Insight, containing the latest news and practical advice direct from the Copy Advice team. To subscribe to either newsletter visit the CAP website.
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02_Lowering the tone
Noisy TV ads have long been a cause of complaint to the ASA. Discrepancy between levels of sound compression for programmes and for ads can make ads seem louder than the programmes. In 2007, BCAP launched a consultation to help resolve the problem. Traditionally, broadcasters have used audio meters that measure peak loudness levels, not subjective loudness levels, but there has not been a universally accepted way of measuring subjective loudness levels.
BCAP’s consultation proposed a new TV sound levels rule encouraging broadcasters to monitor the sound-levels of the ads they broadcast with loudness-level meters conforming to standards laid down by the International Telecommunications Union. The proposed rule will better enable broadcasters to manage the sound levels between programmes and commercial breaks and minimise the annoyance caused to viewers by TV ads being generally perceived as too loud. The outcome of the consultation is expected to be announced in the second quarter of 2008.
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04_Keeping an eye on compliance
We published two compliance surveys in 2007 – one on Telecommunications advertising, the other on Utilities advertising. The surveys, conducted by the Compliance team, revealed compliance rates with the advertising codes of 93% and 87% respectively. The Telecommunications Survey assessed ads against CAP’s recently updated Telecommunications Marketing Help Note and looked at a representative sample of 209 different broadcast and non-broadcast advertisements. Mobile phone ads accounted for the 22 breaches found.
The Utilities Survey looked at 203 non-broadcast and online advertisements between January and February 2007; of those, 26 advertisements breached the CAP Code, a breach rate of 13%. Switching companies were responsible for half the breaches but the Compliance team secured co-operation from the advertisers to help ensure future ads will comply with the rules.
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05_30 year commitment
In 2007, CAP members marked 30 years of service to CAP by Philip Circus, Chairman of the Sales Promotion and Direct Response Panel, and CAP representative for the Internet Advertising Bureau. Philip first joined CAP representing the Institute of Practitioners in Advertising (IPA) and has also served as CAP member for the Institute of Sales Promotion (ISP). CAP Chairman Andrew Brown congratulated Philip on his achievement and thanked him for his dedication to the self-regulatory system during that time.
