-
Register of CAP Code changes
This page lists substantive rule changes made to the CAP Code since it was published in 2010. It … : CAP Code sections containing changes: Scope of the Code 03 Misleading advertising 09
-
Changes to the CAP Code
The digital remit of the CAP Code has now been extended: both the Introduction and the section on
The digital remit of the CAP Code has now been extended: both the Introduction and the section on
-
Political ads and the CAP Code
information, read the Political Advertising section of the CAP Code.
-
CAP Code review consultation and regulatory statement
that all non-broadcast marketing communications covered by the CAP Code are legal, decent, honest … necessary protection for the public and a level playing field for industry. The new CAP Code was
-
In at the Deep(fake) End
Deepfakes have been called “The 21st century’s answer to Photoshopping”, and while that’s a neat summary, photoshopped images from days gone by - while subject to their own pitfalls and dangers - didn’t have quite the same capacity to bamboozle and mislead that today’s Artificial Intelligence powered creations possess. Simply put, a deepfake is a video, image, or audio clip that’s been digitally manipulated to create a convincing – but fake! – piece of media. As the technology used to create them has improved and simplified, and access widened, creating a convincing deepfake is something that most people with internet access could do if they wanted to. You may have seen negative coverage of them in the news recently, due to their potential for unsavoury uses. While the growth of Artificial Intelligence and the democratisation of access to such tools offers up many potential positives, the downsides of this ‘Brave New World’ of easily manipulated media need to be considered. A machine-generated image of a religious leader in a comically over-sized jacket may be harmless enough (depending on your opinion, of course), but seeing a celebrity apparently endorse a product that they have no link to or association with, can create problems on many levels… including with the CAP Code. CAP Code vs Coding? The rise of deepfakes is still a relatively new phenomenon, and the ASA hasn’t yet had cause to rule on any ads featuring them. There isn’t a separate section of the CAP Code that deals with AI-generated ads. This means any ads the ASA might assess that use deepfake technology to employ manipulated video, imagery or audio for marketing purposes, will have the relevant existing sections of the Code applied to them. Such ads will need to, for example, comply with the rules around misleading advertising, especially the rules concerning testimonials and endorsements. Getting it right(click) If you are considering dipping your toe into the waters of AI-assisted deepfake-type content with any of your ads, there’s a few simple things we’d recommend that you keep in mind that will help you stay compliant with the Code: Err on the side of caution – aside from any regulatory hot water you might end up in, you could well get in trouble with the public figure
-
Think you know what the CAP Code applies to?
of all of the types of marketing that the CAP Code covers. But never let it be said that we don't … try! Read on for an outline of the remit of the CAP Code, with links to expanded guidance.
The CAP Code doesn’t define advertising – instead it lists categories of communication … remit of the CAP Code, with some links to further guidance. Publications and printed material
-
Affiliate yourself with the CAP Code this month
consumers engage with it. The CAP Code applies to affiliate marketing, including when it appears on
that result from the click-throughs. Importantly, the CAP Code applies to affiliate marketing … affiliate ads are obviously identifiable Rule 2.1 of the CAP Code requires that marketing … under the CAP Code, all the relevant rules will apply to the content. It therefore should not, for
-
The CAP Code and the rules for video sharing platforms
in the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code), which … principles of the CAP Code. Adding these requirements to an Appendix of the CAP Code means that … complain about an ad you can contact us in the usual way. Q&A Why has the CAP Code changed
-
Like, comment and comply – YouTube and the CAP Code
As the rules in the CAP Code are largely media neutral, it’s safe to say that – from display, video
present challenges for compliance with the ad rules. As the rules in the CAP Code are
-
The CAP Code and Royalty: Make your ads reign supreme
your ad is likely to comply with the CAP Code, the Copy Advice team is here to help.
-
Gambling section of CAP Code amended following consultation
CAP has published the outcome of a consultation on a proposal to amend the Gambling section of the CAP Code.
CAP Code. The rule prohibiting the appearance of individuals who are or appear to be under the
-
Extending the digital remit of the CAP Code
that made that possible. Extending the remit of the CAP Code to marketers’ own websites
-
CAP welcomes announcement on extension of CAP Code online
We welcome the Advertising Association’s (AA) announcement recommending the extension of the CAP Code to cover marketing communications on companies’ own websites.
) announcement recommending the extension of the CAP Code to cover marketing communications on companies
-
CAP Code archive (prior to update on 7 April 2025, following DMCCA)
changed to reflect relevant changes introduced by the DMCCA on 6 April 2025. The CAP Code document
-
Deliver the goods: Ensure your delivery claims and charges are CAP Code compliant
In February 2023, the ASA ruled Gymshark to be in breach of the CAP Code. It concluded consumers … breach of the CAP Code (specifically Rules 3.1, 3.3 and 3.9). So be aware, even if you clarify a … counteract the overriding impression of your claim, you could still be in breach of the CAP Code. Stating
-
Keeping your house in order - ensuring your marketing complies with the CAP Code
points from ASA rulings to help you ensure your marketing is in line with the CAP Code.
some key points from ASA rulings to help you ensure your marketing is in line with the CAP Code. Be
Search
If you need help finding a particular page or resource on our website, please see our tips for searching on the ASA website.
1832 result(s)