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Our experts

Under the advertising Codes, it is the responsibility of advertisers to ensure they hold appropriate evidence to support all objective claims made in their ads. Sometimes that evidence is of a highly technical or specialised nature, particularly in fields such as health or engineering.

When the ASA or CAP is asked to assess that evidence, they may, if necessary, appoint an independent expert to give an impartial and confidential view on whether it supports the claim. We always aim to find the most appropriate expert to review that evidence, either from the group of experts we use regularly or by seeking out someone new with the relevant expertise.

As well as a general pool of experts, we also have a Panel of experts in the field of Dermatology. The Panel works with Clearcast, the RACC and the ASA. Their role is to give a view on whether evidence supports particular claims, and this can be done both before and after adjudication.


  • Our experts 

    Our experts (general)

    These experts have all provided recent advice to either the ASA or CAP on a range of different issues. This is not an exhaustive list, and comprises experts we have used both recently and regularly. Not every expert we use appears on the list. Depending on the claims made we will always seek to find the most relevant expert, and the list will be updated accordingly.

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  • dermatology experts 

    Our panel of experts in the field of dermatology

    This common panel of experts advises the ASA, Clearcast and Radiocentre. It provides advice on the adequacy of evidence supporting claims in ads both before an ad appears and afterwards if the claims are challenged.

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How to comply with the rules

For advice and training on the Advertising Codes please visit the CAP website..

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Non-compliant online advertisers

Check the list of online advertisers who remain in breach of our rulings.