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A high level of scrutiny is applied to marketing communications for such products or treatments. These rules cover evidence levels (very high levels needed for medicinal claims); suitable qualifications for those claiming to treat; medicines rules; herbal and homeopathic product rules; cosmetics and
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Rules that require clarity of the nature of employment and business opportunities, including display of earnings and any commitments required from consumers. Section covers employment agencies, homework schemes, business opportunities, vocational training and instruction courses.
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Appendix 1 - The CPRs and BPRs: This section explains the law on misleading and unfair marketing communications. This law is reflected within the Code and the ASA has regard to the law when considering misleading, aggressive or unfair marketing
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An important section about promotions (e.g. competitions, prize draws, instant wins, front page flashes, charity promotions etc.) and incentive schemes. The rules cover the administration of the promotion, as well as the publicity.
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A key and extensive section of the Code, containing rules such as substantiation (evidence to prove claims); pricing; the use of the word ‘free’; availability of products, comparisons, testimonials and more.
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How the system works: A full description of how advertising regulation works and the role of the
Advertising Standards Authority, CAP and its funders. Information on the Independent Review procedure (of ASA
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and online video. Website owners were given a 6-month period of grace to ensure that their websites and online marketing comply with the new CAP Code rules. The rules came into full force on 1 March 2011.
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A crucial section for anyone doing direct marketing and collecting or using customer information. Covers consent (opt in and opt out), retention of information and suppression requests.
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Rules that must be followed if directing ads at children or featuring them. Includes rules about unsafe practices and unfair pressure; pester power and sales promotions for children.
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Rules governing marketing communications that allow readers to place orders without face-to-face contact with the seller. Covers cancellation; fulfilment of orders and refunds.
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Rules relating to health and nutrition claims in foodstuffs; claims for vitamins and minerals; infant and follow on formula and food and soft drinks marketing to children.
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Rules for ads for weight control, slimming foodstuffs and aids, including exercise; diets, clinics and medicines. Rules cover the targeting of ads as well as the content.
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Rules to ensure that ads do not cause harm or serious or widespread offence. Includes rules relating to shock tactics, unsafe practices and photosensitive epilepsy.
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Appendix 2 - Advertising rules for on-demand services regulated by statute: Rules relevant to advertising carried on video on-demand services regulated by Ofcom.
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Rules relating to social responsibility; legality and fair competition. It also spells out that the ASA applies the Code in the spirit, as well as the letter.
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Social responsibility rules that apply to lotteries (including The
National Lottery; Gambling Commission licensed lotteries and locally registered lotteries)
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Social responsibility rules for gambling and spread betting. The rules cover content and targeting are designed to protect under 18s and the vulnerable.
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Preface: Information about the industry committee (CAP) that writes the Code and why they are committed to high standards in marketing communications.
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Social responsibility rules for alcoholic drinks. The rules cover content and targeting are designed to protect under 18s and the wider population.
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Rules about making ‘green’ claims for products or services. Rules cover evidence, the clarity of claims and ‘life cycle’ of products.
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Rules about depicting members of the public; referring to people with a public profile; implying endorsement and the Royal Family.
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Scope of the Code: What the Code does – and does not – apply to. How the ASA assesses ads, including targeting and audience.
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Social responsibility rules for motor vehicles, covering safety, speed and irresponsible or anti-social driving behaviours.
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Rules about making sure material is clearly identifiable as marketing communications / advertisements / advertorials.
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History of self-regulation: Details of how advertising self-regulation developed from the 1880s to today.
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Rules for financial marketing communications that are not regulated by the FCA or
Trading Standards.
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Rules that apply to the marketing communications for electronic cigarettes and related products.
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The 12th version was released because the digital remit of the ASA was to be extended to cover
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Appendix 3 - Online behavioural advertising: Rules relevant to Online
Behavioural Advertising.
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373:"UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code)"
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61:(ASA). The 12th edition of the CAP Code came into force in September 2010.
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12 Medicines, medical devices, health-related products and beauty products
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UK Code of Non-broadcast
Advertising, Sales Promotion and Direct Marketing
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Rules to prevent promotion of smoking via ads for non-tobacco products.
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For the anti-copyright infringement technology for motion pictures, see
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15 Food, food supplements and associated health or nutrition claims
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There are 22 sections of the code and must be followed by all
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20 Employment, homework schemes and business opportunities
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Set of rules by the
Committee of Advertising Practice
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117:02 Recognition of marketing communications
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101:and media. The Code is enforced by the
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283:21 Tobacco, rolling papers and filters
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53:. It is written and maintained by the
34:) is the rule book for non-broadcast
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409:Mass media complaints authorities
404:Advertising in the United Kingdom
352:Committee of Advertising Practice
55:Committee of Advertising Practice
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103:Advertising Standards Authority
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218:13 Weight control and slimming
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68:communications, for example
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318:There are three appendixes
158:07 Political advertisements
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164:Party political broadcast
125:03 Misleading advertising
291:22 Electronic cigarettes
176:08 Promotional marketing
170:political advertisements
47:marketing communications
201:11 Environmental claims
299:Additional information
226:14 Financial products
214:hair growth / loss.
193:10 Database practice
348:"Advertising Codes"
185:09 Distance selling
134:04 Harm and offence
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21:Coded Anti-Piracy
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109:01 Compliance
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380:. Retrieved
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355:. Retrieved
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266:19 Motoring
242:16 Gambling
142:05 Children
95:advertisers
80:campaigns,
398:Categories
334:References
258:18 Alcohol
162:See also:
150:06 Privacy
382:18 August
99:agencies
89:Sections
32:CAP Code
49:in the
44:direct
384:2016
359:2016
42:and
26:The
377:CAP
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