Welcome

Good advertising is good for business

Consumers view advertising as a source of information and entertainment, research has shown. Consumers believe that advertising is an integral part of everyday culture: without advertising, life would be dull. Click here to view ASA research on consumers' perception of advertising. This willing acceptance of advertising by consumers relies not just on its entertainment value but also on its trustworthiness. The UK marketing industry's system of self-regulation helps to ensure that consumers continue to accept advertising and that advertising remains effective: honest advertising helps to keep customers coming back.
 
In the UK, the rules for advertising are the responsibility of the advertising industry through two Committees of Advertising Practice: CAP (Broadcast)and CAP (Non-broadcast).  CAP (Broadcast) is responsible for the TV and radio advertising codes and CAP(Non-broadcast) is responsible for the rulebook for non-broadcast advertisements, sales promotions and direct marketing.
 
By creating and following self-imposed rules, advertisers, promoters and direct marketers (marketers), their agencies and the media produce marketing that is welcomed and trusted. By practising self-regulation, they ensure the integrity of marketing communications.
 
This tour will tell you all you need to know about the ASA and the types of relationship you may have with it; either as a marketer who is the subject of a complaint or as an organisation who wishes to make a complaint about a competitor's marketing.

www.cap.org.uk