Matt Howard BTEC Blog: March 2012

Thursday, 15 March 2012

CAP Codes

(http://www.cap.org.uk/The-Codes/CAP-Code/~/media/Files/CAP/Codes%20CAP%20pdf/CAP%20Section%201.ashx)

There are several rules stated in the CAP codes. They are;

'Marketing communications should be legal, decent, honest and truthful.
1.2 Marketing communications must reflect the spirit, not merely the letter, of the Code.
1.3 Marketing communications must be prepared with a sense of responsibility to consumers
and to society.
1.4 Marketers must comply with all general rules and with relevant sector-specific rules.
1.5 No marketing communication should bring advertising into disrepute.
1.6 Marketing communications must respect the principles of fair competition generally
accepted in business.
1.7 Any unreasonable delay in responding to the ASA’s enquiries will normally be considered
a breach of the Code.
1.7.1 The full name and geographical business address of the marketer must be
given to the ASA or CAP without delay if requested.
1.8 Marketing communications must comply with the Code. Primary responsibility for
observing the Code falls on marketers. Others involved in preparing or publishing marketing communications, such as agencies, publishers and other service suppliers, also accept an obligation to abide by the Code.
1.9 Marketers should deal fairly with consumers.

Legality
1.10 Marketers have primary responsibility for ensuring that their marketing communications
are legal. Marketing communications should comply with the law and should not incite
anyone to break it.
1.10.1 Marketers must not state or imply that a product can legally be sold if it
cannot.'

I think that my advert meets with the CAP codes. This is because I have not lied or given any false information on the advert. Nor listed anything that could be seen as bad legally. I've kept the advert simple and tried not to put anything that could be seen as offensive on my advert, this is to made sure I fit into the ASA's guidelines.