As a responsible advertiser you want the peace of mind of knowing that your own marketing communications on your own website are likely to stick to the advertising rules. CAP Website Audits are intended to do just that.

The Audits involve a dedicated and expert assessment of marketing communications on your website with a view to encouraging and promoting compliance with the advertising rules. With tips and tools to guide you online and offline, CAP Website Audits will help you to stick to the advertising rules now and in the future.

In general terms

  • The parts of your website that are likely to feature marketing communications covered by the advertising rules;
  • The broad regulatory issues raised by marketing communications on your website e.g. price claims; health and nutrition claims; availability of goods or services; environmental claims; protection of under 18s and children etc
  • The sections of the CAP Code and CAP Guidance that are most relevant to the product or service you are providing and the types of claims you are making;
  • Relevant additional CAP Advice and Training e.g. forthcoming advice seminars.

In specific terms

  • Examples of marketing communications on your website that raise issues under the CAP Code and, if relevant, advice from CAP’s Copy Advice team about how to amend them;
  • ASA rulings or other information relevant to potential problems under the CAP Code identified on your website;
  • For aftercare relating to the Audit, the name and contact details of the Copy Advice expert who has conducted the Audit.

View an example of a standard Copy Advice Website Audit.

Charges

We undertake a CAP Website Audit only after confirmation of the scope of your request and agreement about the final amount payable.

A standard Audit costs £960 (800 + VAT @20%) and takes up to 10 working days to complete. Non-standard requests that require more extensive use of our resources may be subject to an additional charge and/or additional time to complete.

Advertisers seeking advice on individual marketing communications on their website may continue to use CAP’s free or express Copy Advice service.   We will accept up to four pages of website content with normal, clear to read spacing and a minimum of font size 11, via the free or express service. 

CAP provides this premium service at a cost to regulate the number of these resource intensive enquiries and to ensure that CAP’s Copy Advice team is able to maintain its commitment to answering 90% of ad hoc, single issue enquiries in 24 hours. In line with better regulation principles, CAP’s Copy Advice will take account of the needs and circumstances of smaller regulated bodies in need of help and support in agreeing an appropriate charge for this service.

Although it is given by CAP Copy Advice team in good faith, advice does not bind CAP or the ASA, both of which might, for example, require you to provide evidence to substantiate your claims at a later date.  Please note also that CAP has a regulatory role for many types of marketing communications. Our independence would be compromised if we were to endorse products or services and our advice should never be used for such purposes. You should be aware that, although it is designed to reflect and complement the law, the CAP Code does not cover marketers’ legal or other obligations, which remain their responsibility.

Website audit request form

Copy Advice Website Audits do not constitute legal advice.

Terms and conditions

In these terms and conditions, references to ‘you’ and ‘your’ are to the person requesting the Service, and, references to ‘we’, ‘us’ and ‘our’ are to the Committee of Advertising Practice (“CAP”).

1. The Service shall be provided on these terms and conditions.

2. Upon submission to us of your website in an easily accessible format, the Service shall comprise a copy advice website audit which:

(i) identifies in a written report to you:
(a) the parts of your website that are likely to feature marketing communications covered by the UK Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing (“CAP Code”);
(b) the broad regulatory issues raised by marketing communications on your website;
(c) the sections of the CAP Code and CAP Guidance that are most relevant to the product or service you are providing and the types of claims you are making; and,
(d) any relevant additional CAP Services.

(ii) also shall, as relevant, provide the following in a written report to you:
(a) examples of marketing communications on your website that raise compliance issues under the CAP Code and advice from CAP’s Copy Advice team about how to amend such communications;
(b) past Advertising Standards Authority (the “ASA”) adjudications or other information which appears to us to be relevant to potential breaches of the CAP Code identified on your website; and,
(c) the name and contact details of the copy advice expert who has conducted the audit.

(iii) provides aftercare relating to the audit which comprises reasonable telephone access to the expert who has conducted the audit.

3. The Service only relates to your website as submitted in final form prior to the issuing of our written report. It does not relate to any other material, including future revisions of your website or any related material not submitted as being part of the final form of your website.

4. Our charges are as follows:

(i) Where, upon submission of the final form of your website, we consider (in our sole discretion) that it does not raise any complex issues and the Service can be provided within 10 working days, the charge shall be £800 + VAT.

(ii) Where, upon submission of the final form of your website, we consider (in our sole discretion) that it does not raise any complex issues, the Service can be provided within 10 working days and you are a smaller regulated body in need of help and support, the charge shall be upon application. Where an application is made following our consideration that your website does not raise any complex issues, the Service can be provided within 10 working days and you are a smaller regulated body in need of help and support, we shall provide you with a quote for any charges below £800+VAT. We shall not commence providing the Service until you have indicated acceptance of the charges.

(iii) Where, upon submission of the final form of your website, we consider (in our sole discretion) that it raises complex issues and the Service may not be able to be provided within 10 working days, the charge shall be upon application. Where an application is made following our consideration that your website raises complex issues, we shall provide you with a quote for any charges additional to £800+VAT. We shall not commence
providing the Service until you have indicated acceptance of the charges.

5. We shall not be liable for any damages arising from the provision of the Service beyond any charges paid by you for the provision of the Service.

6. The Service is advisory, provided in good faith and is confined to information current at the point of delivery. Nothing provided as part of the Service binds CAP or the ASA in any of its future conduct. The Service should not be accepted on any expectation that its purchase will influence or fetter CAP or the ASA in any of its future dealings (including adjudications) in relation to you.

7. The Service is provided for you and in relation to your website and nothing comprising it should be divulged to third parties (save for any regulatory authority) without our consent. No person other than you shall have any
benefits conferred upon them as a result of the provision of the Service and/or these terms and conditions.

8. The provision of the Service does not constitute any type of endorsement of any products or services whatsoever. Any representation by you to that effect (or action that leads others to make such representations) shall constitute a breach of these terms and conditions. 9. The Service does not comprise or constitute legal advice. 10.The written report and any other documents and/or materials provided as part of the Service shall remain our intellectual property. We grant you a licence to reproduce it in accordance with these terms and conditions and only in its whole and original form. 11.We shall not be liable for any delay in providing the Service if such delay is due to events beyond our control. In such circumstances we shall deliver the Service at the soonest time after the delaying events have, in our sole opinion, concluded.