The advertising standard authority is not responsible for writing the codes. The codes are written by the advertising industry through the committee of advertising practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP).
The BCAP is responsible for writing and maintain the UK Code of Broadcast Advertising.
CAP is responsible for the rulebook The UK Code of Non-broadcast Advertising, Sales Promotions and Direct Marketing. Non-broadcast includes ads in the media such as cinema, press, posters and online.
What do the roles say? (1)
The advertising codes have been set out to ensure that advertising does not mislead harm or offend anyone. Advertisements must also be socially responsible and must be prepared in line with the principles of fair competition. These principles are applied throughout every type of advertising not matter what it is.
Furthermore depending on the product being advertised their are specific rules for certain products and marketing techniques. For example, rules for alcoholic drinks, health and beauty claims, children, medicines, financial products, environmental claims, gambling, direct marketing and prize promotions.
Advertisements: (3)
- Televisions adverts must not refer to themselves in a way that might lead viewers to believe they are watching a programme.
- Feature, visually or orally, anyone who currently and reguarly presents news or current affairs on the television.
- Include extracts from broadcasts or parliamentary proceedings.
- No ad should contain anything likely to result in children's physical, mental or moral harm. This rule also applies to ads about gambling and alcohol to make sure they are not advertised inappropriately to children.
- Advertisements must not condone or encourage bullying.
- Advertisements must not portray or represent children in a sexual way.
- Advertisements for products or services of interest to children must not be likely to be mislead.
- Advertisements for a toy or game must include a statement of its price or an approximate price if the product costs more than £30.
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