The CAP and BCAP Code Review
22 May 2008
CAP and BCAP are undertaking a root and branch review of their Codes to ensure they are up to date and fit for purpose: Why now? Because the Codes are more than five years old and it is timely, given the success of the ASA one-stop shop, to review the UK’s broadcast and non-broadcast ad rules in their entirety.
Can you expect significant changes? Fundamentally, no! The Codes will continue to be based on enduring principles: advertising should not mislead, cause serious or widespread offence or harm, especially to children or the vulnerable. Consumers and advertisers welcome those principles, the protection they give consumers and the consumer trust they engender in advertising.
So what is likely to change? That would be telling; but changes are likely to reflect developments and trends in society, be they social, technological or legal. In particular, the Review will consider the effect of increased levels of media literacy but not at the expense of protecting children or the vulnerable. Wherever the Review comes out, CAP and BCAP are determined to ensure their proposed rules are:
- proportionate, accountable and consistent;
- easily understood, easily implemented and easily enforced
How can you have your say? Through an open or direct invitation to respond to our full public consultation. We intend to issue it in quarter 4 this year and keep it open for three months to receive as many responses as possible. After we have thoroughly and objectively reviewed the responses to the consultation, CAP and BCAP will publish their new Codes in 2009.
Don’t miss the boat; sign up here to Update@CAP and be among the first to be informed about the consultation launch date and how we shall consult.