What you can say when marketing organic 2020 - Flipbook - Page 4
Advertising Standards Authority & Copy Advice
The Advertising Standards Authority (ASA) is
the UK’s independent advertising regulator. The
ASA makes sure ads across UK media stick to the
advertising rules (the Advertising Codes). The
Committee of Advertising Practice (CAP) is the
sister organisation of the ASA and is responsible for
writing the Advertising Codes.
The ASA investigate any complaints made about
non-broadcast advertising, once it is established
that it falls within the ASA’s remit. They also spotcheck ads across media to make sure they’re
sticking to the rules.
To help advertisers get their ads right, CAP provides
a range of advice, guidance and training, including
a free pre-publication Copy Advice service. Copy
Advice are linked to, but independent of the ASA,
and always take pains to stress that if they advise
that a statement is acceptable, it still may be found
to be unacceptable by the ASA. Nevertheless,
their view carries some weight with the ASA, and
certainly provides a useful guide to advertisers.
Copy Advice is an essential service for advertisers,
agencies, media owners and media service
providers who want to check how their prospective
non-broadcast ads or multi-media concepts
measure up against the UK Advertising Codes.
The vast majority of advertisers, promoters and
direct marketers comply with the Code. Those that
do not may be subject to sanctions.
What does the ASA
Non-Broadcasting code cover?
The UK Code of Non-Broadcast Advertising and
Direct & Promotional Marketing (CAP Code) is the
rule book for non-broadcast advertisements, sales
promotions and marketing communications. Visit the
ASA website (www.asa.org.uk) for a full breakdown of
what is included in the Code.
In summary:
The Code applies to: all non-broadcast marketing
communications including national and regional
print and press ads; advertorials; posters; direct
mail; email and text messages; online including
banners, pop-ups, own websites and social media.
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The code does not apply, amongst other things, to:
packaging/on-pack claims; shop windows; point of
sale; sponsorship; live telephone calls; fly-posting;
private classified ads; statutory/public notices; press
releases; political ads; online editorial.
Note: TV & Radio ads are covered by the UK Code of
Broadcast Advertising (BCAP Code) and are usually
pre-cleared by Clearcast (TV) or Radiocentre (radio).
It is important to note that Clearcast approval DOES
NOT mean it meets ASA approval.
Misleading Advertising
Is the average consumer to whom the ad is directed
likely to be misled into taking a transactional decision
which they would not have otherwise taken?
Adverts should not materially mislead, exaggerate
the capability or performance of a product or omit
material information.
Marketers must hold documentary evidence to
prove objective claims (including prices).
Significant limitations and qualifications must be
stated and should not contradict.
What does not fall within the
ASA’s remit?
“Puffery”
Obvious exaggerations (“puffery”) and claims
unlikely to be taken literally are permitted provided
they do not materially mislead.
For example:
“The most comfortable beds in the world”
“The happiest place on Earth”
“Red Bull gives you wings”
“Together we can make a world of difference”
Subjective Claims
Subjective claims are generally those which
consumers will interpret as an opinion about the
product and service, such as “my favourite”, or
those that refer to aspects of a product or service
which are based on personal subjective preference,
such as look, taste, or feel.