Virtual Advice: AM | Misleading Advertising

Jan 10th '22

Overview: Thursday 10th February 2022 | 10:00 – 11:30.


Did you know that around 70% of cases considered by the Advertising Standards Authority (ASA) each year are related to potentially misleading advertisements? Ads can mislead by exaggeration and omission, as well as by presenting information in an unclear, unintelligible, ambiguous, or untimely manner. During this online course, Committee of Advertising Practice (CAP) expert trainers will cover all of the essential rules and information required to create advertising campaigns that do not mislead consumers.


Ahead of the session, each attendee will be given access to our ‘Insiders’ Guide to the ASA and CAP’ eLearning module. This will give you a foundation of knowledge on the regulation system, to enable you to get the most out of the course.


This course will take place virtually via Zoom, and will provide you with two CPD hours.


What will be covered?

The aim of this course is to offer you a detailed insight into the essential rules and information required to create advertising campaigns that do not mislead consumers.


During this session, you will:


  • Gain a solid understanding of what ‘misleadingness’ is in an advertising context and how the ASA assess whether an ad is misleading.
  • Receive an overview of the characteristics of the ‘average consumer’ and how you can avoid misleading them through advertising.
  • Learn when and why substantiation is required to back up marketing claims, as well as the types of substantiation that would be needed.
  • Identify the key principles that need to be considered when quoting savings and price comparisons within advertising campaigns.


Trainers will use real-life case studies and examples of ASA rulings to help illustrate the rules. You will also have the opportunity to participate in an in-depth Q&A session with the ASA and CAP experts.


Who should attend?

The training session will be of benefit if you:


  • Work for an agency who develop marketing campaigns
  • Work in a legal or compliance function that is responsible for ensuring advertising compliance
  • Work in marketing, communications, advertising, product management, account management or sales


Essentially this seminar will benefit anybody who is involved in commissioning, producing or overseeing marketing communications.



Here’s what others had to say about the course:


The training was informative and the examples used were relevant. The speakers also answered the incoming questions in great detail and gave sufficient context.”


The training session was interesting and informative and delivered in bite-size chunks as it’s easy to get lost and overwhelmed by the code.  Examples helped enormously.


A really broad and useful overview covering several topics in a good amount of detail, with lots of clear examples. Will be very useful for advising marketing teams of ads in the future.


The training provided me with much more knowledge about advertising standards that I can now apply in my work. The presenters were extremely knowledgeable and I found the Q&A session especially useful. I’ll be taking another CAP course again soon to support my professional development.”


How much does it cost?

When paying online, the cost per delegate is £180 (£150.00 +VAT); all major credit and debit cards accepted


When paying by invoice, the cost per delegate is £210 (£175.00 +VAT); the additional charge is to cover administrative tasks.


The price of the training includes access to the eLearning module, An Insiders’ Guide to the ASA and CAP. Delegates will be sent information on how to access this around a week prior to the seminar so that they can get an understanding of the ASA and CAP system before attending.


CAP offer a 25% off discount for group bookings of four or more delegates. Enter the code “group25” during the booking process to receive the discount.


Book now (external link)


Source: CAP


About us

LS Consultancy are experts in Marketing and Compliance, and work with a range of firms to assist with improving their documents, processes and systems to mitigate any risk.


We provide a cost-effective and timely bespoke copy advice and copy development services to make sure all your advertising and campaigns are compliant, clear and suitable for their purpose.


Our range of innovative solutions can be tailored to suit your unique requirements, no matter whether you’re currently working from home, or are continuing to go into the office. Our services can be deployed individually or combined to form a broader solution to release your energies and focus on your clients.


Contact us today for a chat or send us an email to find out how we can support you in meeting your current and future challenges with confidence.


Explore our full range today.


Contact us



Why Not Download our FREE Brochures! Click here.


Call Us Today on 020 8087 2377 or send us an email.


We welcome individual bloggers / Professional Writers / Freelancers to submit high quality contents. Find out more…


You can see our Google reviews here.