Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.


Marketers who claim they do not test on animals (or claim they are “against animal testing”) should neither have tested a product or its ingredients on animals, nor sourced ingredients from suppliers who have tested them on animals.

Marketers placing pro-vivisection or anti-vivisection ads should read “Animal testing and medical research”

The use of animals in experiments and testing is regulated under the Animals (Scientific Procedures) Act 1986 (ASPA). The legislation was revised and came into force on 1 January 2013. It now reflects European Directive 2010/63/EU on the protection of animals used for scientific purposes. You can read more about this here.


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