The CAP Code doesn’t apply to editorial material, like the contents of a book or a journalistic article. However, when books or other publications are advertised, these ads still need to follow the rules laid out in the Code. This Advertising Guidance explains how advertisers and publishers should describe the contents of publications without breaking the rules, for instance by making factual claims they don’t hold evidence for, or encouraging self-diagnosis or treatment of serious illnesses for which professional help should be sought. This guidance is particularly relevant for the marketing of health books or publications containing claims about health and illness.

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