Preventing breaches

The UK advertising regulatory system helps maintain trust in advertising by robustly enforcing the Codes and allowing responsible advertising to flourish. An important element of this work is the prevention of breaches of the Codes.

The Committees of Advertising Practice (CAP and BCAP), the bodies responsible for writing the Codes, offer a large number of training and advice resources to advertisers, ad agencies and media owners to ensure ads comply with the rules. The ASA recognizes and supports this commitment to prevent problems and to get marketing communications right the first time.

On an annual basis they provide direct support and advice to advertising professionals on around 50,000 occasions through the following activities: 

Pre-clearance and pre-publication advice

The vast majority of TV and radio ads are pre-cleared before they are broadcast to ensure that they are compliant with the Advertising Codes.

For non-broadcast ads, advertisers, agencies and media owners can check how their prospective campaigns measure up against the Code by consulting Copy Advice. This service is the most authoritative source of guidance on compliance with the Code and can help avoid potentially costly mistakes later and get campaigns right the first time. 

Online resources

For round-the-clock, convenient access to all the available help and guidance on the interpretation of the Advertising Codes under one roof, advertisers can visit www.copyadvice.org.uk. The site includes over 400 AdviceOnline entries that are updated following landmark ASA decisions, and Help Notes that provide detailed guidance on specific sectors or on particular subjects. 

Training events

CAP and the ASA run a programme of seminars designed to provide an inside track to the ASA system and the Codes to help companies stay on the right side of the compulsory rules. To view the calendar of events or to book a place, please visit CAP website.

Bespoke seminars

The ASA and CAP invest time in bespoke seminars for those companies wishing to improve their compliance and understand the rules in more detail. We bring together executives across the regulatory system and tailor the seminar to the specific needs of the company in question. This can be resource intensive but we welcome the initiative of businesses that are keen to improve their compliance and continue to communicate responsibly. For information, please contact events@asa.org.uk.

Training young professionals 

Through its partnership with the Institute of Practitioners in Advertisers (IPA), CAP provides training for the graduate intake of agencies. This annual commitment ensures an early awareness of the mandatory Codes and how the ASA works to keep ads in check. To view the calendar of events or to book a place, please visit CAP website.

Keeping informed

The ASA’s adjudications set a benchmark for what is and is not acceptable within the UK Advertising Codes and those are published on this site every Wednesday. You can sign up to receive a weekly alert to our publication.

Knowing the rules can help advertisers avoid consumer or competitor complaints and unwanted ASA scrutiny. CAP’s regular e-newsletters draw attention to ASA’s rulings and act as a convenient reminder of the need-to-know developments affecting advertising regulation. Sign up to these newsletters at www.copyadvice.org.uk.