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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
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Political ads and the CAP Code
information, read the Political Advertising section of the CAP Code.
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International Women’s Day 2026: Progress, portrayal and the CAP Code
International Women’s Day 2026: Progress, portrayal and the CAP Code International Women’s Day is a moment to celebrate progress, recognise achievements and reflect on how far we’ve come, while also considering how the choices we make today can affect what comes next. Advertising has an important role to play in that conversation. How women are portrayed in advertising matters. Representation can influence confidence, shape expectations and reinforce – or challenge – cultural norms. International Women’s Day 2026 offers a timely opportunity to reflect on how ads depict women’s bodies, abilities and experiences, and to consider what recent ASA decisions tell us about where the rules draw the line. Gender portrayals under the CAP Code CAP Code rule 4.9 prohibits gender stereotypes that are likely to cause harm, or serious or widespread offence. Advertisers should avoid portrayals that demean, objectify or reinforce harmful assumptions about gender, such as an ad which stated “even women can weld well”, which perpetuated the stereotypical view that women are less skilled at mechanical tasks. Sexualisation and objectification Sexual imagery in advertising is carefully assessed. Gratuitous or irrelevant depictions, a focus on the body rather than the advertised product or showing a lack or agency, are likely to raise concerns. Recent decisions have highlighted the risks of portraying women in a demeaning or objectifying way, including where women are shown as passive sexual objects, with their bodies as a target within gameplay or with their sole role being to be kissed. Body image messaging: tread carefully Messaging that exploits insecurities or pressures women to conform to unrealistic body image expectations can also cause harm. That was highlighted in an ad which irresponsibly encouraged new mothers to prioritise losing weight soon after giving birth and exploited insecurities about body image Advertisers should also avoid portraying particular body types in an irresponsible manner or present an unhealthy body image as aspirational. That issue was highlighted in an online fashion ad where the pose, camera angle and styling were found to give the impression that a model was unhealthily thin. A quick sense-check before you hit publish When planning campaigns, consider whether women are portrayed with agency and respect, and whether the messaging could reinforce harmful stereotypes or cause offence. CAP’s Copy Advice service is available to help advertisers
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Regulatory statement on extending the scope of the CAP Code
From 1 September 2025, some non-paid online ads targeting UK consumers will now fall under the CAP Code — helping
The Committee of Advertising Practice (CAP) has updated the scope of the CAP Code to ensure greater … licensing conditions requiring compliance with the CAP Code, even if those advertisers do not have a UK
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The CAP Code and the video-sharing platforms regime
that has therefore also come to an end. VSP advertising remains subject to the CAP Code.
. Advertising carried by VSPs continues to be regulated under the CAP Code, as it was throughout the four … Communications Act 2003 (as amended). The rules in question have been removed from Appendix 3 to the CAP Code and
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Think you know what the CAP Code applies to?
From press ads to posters and online ads to own websites, it would be next to impossible to advise of all of the types of marketing that the CAP Code covers. But never let … 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
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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
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The CAP Code and the rules for video sharing platforms
UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code), which … of the CAP Code. Adding these requirements to an Appendix of the CAP Code means that we can … about an ad you can contact us in the usual way. Q&A Why has the CAP Code changed
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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
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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.
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Extending the digital remit of the CAP Code
that made that possible. Extending the remit of the CAP Code to marketers’ own websites
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Mind your Ps and Qs: harnessing the Royal Effect without breaching protocol (or the CAP Code)
the CAP Code and Guidelines from the Lord Chamberlain’s Office. Photo ops and name drops
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Less healthy food and drink: annex B – revisions to the CAP Code
This annex provides a mark-up of all the changes to the CAP Code related to the implementation of
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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
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