Our 2014 Annual Report provides an overview of the work we’ve undertaken over the past year to have more impact and be more proactive as part of our ambition to make every UK ad a responsible ad.  

Highlights from the report include: 

  • Understanding society’s concerns about ads – we conducted research into the public’s experience of ‘copycat websites.’ After  identifying the extent and ways in which these non-official services can mislead, and working in tandem with Government Digital Services and search engines, we carried out sector wide-enforcement work and updated our guidance to advertisers to tackle problems in this sector 
  • Supporting advertisers – CAP published new guidance for advertisers and vloggers to help them make it clear to consumers when they are advertising on social media. Working with industry, CAP also produced new guidance to tackle misleading property prices and developed its first eLearning module on alcohol advertising 
  • Have more impact – we introduced our new Prioritisation Principles to help us spend more of our time on the ads that cause most harm to people 
  • Be more proactive – CAP consulted on and introduced new rules for e-cigarette advertising and commissioned a comprehensive independent review of online food and drink marketing to children to ensure the food rules are in the right place 
  • Raise awareness – we created our national advertising campaign, which we launched in January 2015, so people feel confident in the knowledge that if they spot an ad that they think is misleading, harmful or offensive, we’re here to put it right 

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