Virtual Advice:AM - Advice:Weekly | A Guide to the UK Advertising Codes


From advertising on social media to running competitions, our experts will offer a comprehensive insight into the UK Advertising Codes during this virtual training course. 

Throughout April 2021 we will be running four online sessions covering the key areas of the Advertising Codes. This course will guide you through the workings of the Advertising Standards Authority (ASA), along with the Committees of Advertising Practice (CAP), giving details of how the two organisations work to keep ads compliant. We will also take you through the fundamental rules around misleading advertising, promotional marketing and digital advertising to help you identify any problems with your ad campaigns before a complaint is made.

These interactive sessions will cover all the same information as our face-to-face training events, as well as giving you the opportunity to speak to the ASA & CAP experts, with plenty of Q&A's. All training content (including recordings of each session), will be available for attendees afterwards. So if you are unable to attend any of the sessions,  you will have access to all the materials to go through in your own time.

What will be covered?

Week 1: Introduction to Ad Regulation | Thursday 8th April, 10:00am-11:30am

Learn how CAP write and maintain the Advertising Codes and how the ASA applies them in practice. Hear about the ASA Council and when the ASA will use experts. Find out what is inside and outside the ASA remit and the sanctions that can be applied when an advertiser breaks the rules.

Week 2: Misleading Advertising | Tuesday 13th April, 3:00pm-4:30pm

The most common complaint that the ASA receives about an ad is that it’s misleading. Ads can mislead by exaggeration, omission or by being unclear, unintelligible or ambiguous. This session of the course will cover the common ways that advertisers can inadvertently get it wrong and how to ensure that consumers aren’t misled.

Week 3: Promotions, Competitions, Discounts | Thursday 22nd April, 10:00am-11:30am

Competitions and prize draws, along with “free” items and discounts can all fall under ‘promotional marketing’. They can be a great way of attracting new customers or rewarding loyalty, but it’s important that they are run in a fair and compliant way. Learn the key rules that need to be followed when running promotional marketing, including what counts as a ‘significant condition’.

Week 4: Digital Advertising & Social Media | Tuesday 27th April, 3:00pm-4:30pm

In 2011 the ASA’s remit was extended to cover online advertising, including company's own websites and social media. With digital ads being an integral part of marketing campaigns these days, it’s important to know the Ad Rules and how these apply to online, be that advertisements on paid-for (sponsored) searches, social media, marketing emails, companies’ own websites and in other non-paid for space that they control. 

Who should attend?

The course will be of benefit if you:

  • Work for an agency who develop promotional marketing campaigns
  • Work in a legal or compliance function that is responsible for ensuring promotions are compliant
  • Work in marketing, communications, advertising, product management, account management or sales

Essentially this course will benefit anybody who is involved in commissioning, producing or overseeing marketing campaigns. 


"I attended the weekly online course 'A Guide to the Advertising Codes' with the ASA. I found this course very informative and interesting. I have already been able to implement what I have learnt in my companies marketing. Having the slides and recording of each session will no doubt be helpful to me in the future." - Creative Designer, Kingstown Associates 

"I found the course really helpful and liked the series format.  As I am based in Scotland it was really useful being able to attend online and also have the ability to ask questions in a live environment." - SSE

How much does it cost?

When paying online, cost per delegate is £180 (£150 + VAT); we accept all major credit and debit cards.

When paying by invoice, cost per delegate is £210 (£175 + VAT); the additional charge is to cover administrative tasks.

We offer a 25% off discount for group bookings of four or more delegates; enter the code: "group25" during the booking process receive the discount.

Please note that we cannot accept split registrations or registrations for part of the course.