Some words of advice

10 March 2005

Every quarter, our e-mail newsletter Update@CAP reports on how advertisers have fallen foul of an upheld adjudication to the ASA and how they can help to avoid running into similar problems by consulting the CAP Copy Advice team for advice on their own non-broadcast advertisements, sales promotions and direct marketing campaigns.

We’ve asked some of our regular users why they keep coming back to copy advice; we hope their comments will encourage others to reap the benefit and give us a call.

Dahlia Nahome, Rainey Kelly Campbell Roalfe/Y&R

"We work with CAP regularly with tight deadlines on Virgin Trains and feel that we get quick and easy advice given over the phone or by e-mail. We also appreciate having a main point of contact within the team, in that we work with someone who understands our client, their business and the advertising. We have a system of pre-vetting all our adverts with CAP as a matter of course to give ourselves and our clients reassurance to hopefully avoid upheld complaints in the future."

Jo Haxley, British Gas

“CAP has always provided British Gas with helpful, impartial advice which gives us the added reassurance with our marketing communications.  Always happy to help and turn around copy quickly when needed.”

Jonathan Berger, Salans

“When I'm asked by a client to ensure that one its promotions complies with all the relevant rules and regulations, as part of that task I don't hesitate to contact the CAP Copy Advice team for advice on its acceptability against the CAP Code.  The Copy Advice Executives are experts in the Code and can quickly get back to me with advice that's spot on.  Because they have access to past ASA decisions, they can see if a similar approach has had complaints made about it and if so, whether the ASA Council upheld them or not.  If we need to make changes because of a potential problem they make practical suggestions on how to make the ad more likely to comply with the Code.  It's possible to develop a positive working relationship with the team because both they and my clients have the same goal of making sure that promotions meet the rules.”

We hope these words will inspire Update readers to get in touch with the Copy Advice team at any stage of your communications planning, simply pick up the phone and find out how we can make your life easier with complying with the Codes.  Call us on 020 7492 2100.