General
CAP 1.10.1
Marketers must not state or imply that a product can legally be sold if it cannot.
CAP 1.3
Marketing communications must be prepared with a sense of responsibility to consumers and to society.
CAP 1.9
Marketers should deal fairly with consumers.
CAP 1.8
Marketing communications must comply with the Code. Primary responsibility for observing the Code falls on marketers. Others involved in preparing or publishing marketing communications, such as agencies, publishers and other service suppliers, also accept an obligation to abide by the Code.
CAP 1.2
Marketing communications must reflect the spirit, not merely the letter, of the Code.
CAP 1.10
Marketers have primary responsibility for ensuring that their marketing communications are legal. Marketing communications should comply with the law and should not incite anyone to break it.
CAP 1.4
Marketers must comply with all general rules and with relevant sector-specific rules.
CAP 1.5
No marketing communication should bring advertising into disrepute.
CAP 1.1
Marketing communications should be legal, decent, honest and truthful.
CAP 1.6
Marketing communications must respect the principles of fair competition generally accepted in business.
CAP 1.8.1
Rules in Appendix 3 apply only to third parties as defined. If the ASA is unable to identify the relevant third party, the advertiser - on behalf of whom the OBA advertisement is delivered to web users - must, in good faith, co-operate with the ASA to help determine the identity of the third party.
CAP 1.7.1
The full name and geographical business address of the marketer must be given to the ASA or CAP without delay if requested.
CAP 1.7
Any unreasonable delay in responding to the ASA's enquiries will normally be considered a breach of the Code.