reCAP Q3 July – Sept 2023

Oct 16th '23

Author: Nicky Baker, Compliance Executive at the Committees of Advertising Practice (CAP) .


Welcome to the third edition of reCAP, CAP’s quarterly round-up of the work they’ve been doing over the past three months across Compliance, Copy Advice and Regulatory Policy teams at CAP – the sister organisation of the Advertising Standards Authority (ASA), the UK’s independent advertising regulator.


From new business-focussed training materials to the outcome of the IPP Pilot – there’s a veritable smorgasbord of activity to tickle your regulatory fancy this Autumn:


Keeping ad regulation in check

By way of an amuse bouche, click here to read more about how CAP seeks to adhere to the principles of good regulation.


As the writer of the rules and guidance for UK advertising, CAP is focussed on ensuring work and policies are fair, balanced, and effective. They need to make sure the public is protected from potential ad related harms while also being careful not to place undue constraint on advertisers, helping to support the role that ads play in delivering healthy competition and consumer choice.


By ensuring they’re committed to the principles of good regulation, not just in spirit but in practice, CAP protect consumers while allowing responsible businesses to flourish.


Take a chunk out of CAP Bitesize!

If that wasn’t enough to whet your appetite, why not get a taste of CAP Bitesize videos – CAP’s very own mini-series aimed at helping businesses to get their ads right, from the off by setting out the principles behind the CAP Code in an easily digestible format.


From price promotions to production techniques, they’ve got tips galore on a whole host of topics; latest CAP Bitesize series helps businesses get to grips with advertising non-surgical cosmetic interventions, such as dermal fillers, teeth whitening treatments, laser or light treatments and more.


As ever – if you run a small business of your own, or work for a company in need of some advice in putting together your ads – you can always contact Copy Advice team, who are on hand to offer quick, bespoke feedback at any stage during the creative process, from conception to final draft. You can also read more about their day-to-day work here, and find out what the most commonly dealt-with industry sectors and media types are.


Reporting on the Intermediary and Platform Principles Pilot

Next up, we move onto something suitably meaty, in the form of the publication of the final report on Intermediary and Platform Principles (IPP) Pilot.


The Pilot, a global-first involving some of the largest companies in the digital advertising supply chain – Adform, Amazon Ads, Google, Index Exchange, Magnite, Meta, Snap Inc., TikTok, Yahoo For Business, and X (formerly Twitter) – was devised to help explore whether and how the UK advertising self-regulatory system might evolve to bring greater transparency and broader accountability to its work online.


Running for one year from June 2022 – June 2023, the Pilot centred around six key Principles, which reflect how platforms and intermediaries have voluntarily engaged and cooperated with the ASA to help uphold the UK Non-broadcast Advertising Code.


Findings demonstrate that, without question, during the Pilot the ten participating companies implemented the Principles that were applicable to the services they offer.  By doing so, they demonstrably supported the ASA to raise awareness of the advertising rules and, as relevant, to remove ads online that were persistently non-compliant.


The report and other relevant information gathered through the Pilot will now be collectively reviewed by the ASA, the industry and other stakeholders, with a view to evaluating whether and where gaps exist in the ASA’s ability to secure advertisers’ compliance with the CAP Code online.


Read the report here.


Some technical updates to the CAP Code

Finally, a couple of sweet treats with two technical updates published to the CAP and Broadcast Committee of Advertising Practice (BCAP) Codes published this July.


Click here to read about updates to the information supporting the UK Advertising Codes’ rules on the advertising of infant and follow-on formula; and here to read more about some clarifications to the rules on lotteries advertising and the inclusion of those who are or seem to be under the age of 25.


Source & image: CAP


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