What is CAP?
The Committee of Advertising Practice (CAP) is the self-regulatory organisation responsible for creating and maintaining the advertising codes that govern non-broadcast advertising in the UK. This includes print, digital, outdoor, direct mail, and cinema advertising. CAP works alongside the Advertising Standards Authority (ASA), which independently enforces these codes.
CAP is not a government body, but rather an industry-led initiative run by the Institute of Practitioners in Advertising, the Incorporated Society of British Advertisers, and the Direct Marketing Association. This means advertisers, agencies, and media owners have a voice in shaping the rules that govern their industry.
How CAP Works
CAP's primary responsibility is to develop and update the British Code of Advertising, Sales Promotion and Direct Marketing (the CAP Code). This code sets out the standards that all non-broadcast advertising must meet in the UK.
When complaints about advertising arise, they're investigated by the ASA. However, the ASA uses the CAP Code as its rulebook – meaning CAP essentially sets the standards by which advertisements are judged.
CAP also provides pre-publication advice through its Copy Advice service. This allows advertisers and agencies to check whether their creative concepts comply with the code before they're published, helping prevent costly breaches.
Why CAP Matters for Your Advertising
Understanding CAP is essential for UK marketing managers and business owners because breaching the CAP Code can result in:
- ASA upheld complaints that damage brand reputation
- Forced removal of advertising materials
- Legal action in some cases
- Restrictions on future advertising activity
CAP covers a huge range of advertising issues, from environmental claims and health benefits to pricing, testimonials, and social responsibility. If you're advertising in the UK, you're almost certainly bound by the CAP Code.
CAP vs BCAP vs Ofcom
It's important to note that CAP only covers non-broadcast advertising. Broadcast advertising (TV and radio) is regulated by the Broadcast Committee of Advertising Practice (BCAP), which maintains a separate code and works with Ofcom as its enforcement partner.
- CAP: Non-broadcast advertising (print, digital, outdoor, direct mail, cinema)
- BCAP: Broadcast advertising (TV, radio)
- ASA: Enforces both CAP Code and BCAP Code
- Ofcom: Oversees broadcast compliance alongside ASA
Practical Examples
CAP's influence is broad. Some common areas where CAP Code compliance matters:
Health Claims: You can't claim a food product will "cure" or "treat" a disease without proper evidence.
Environmental Marketing: Making "green" claims requires substantiation – you can't just say your product is "eco-friendly" without evidence.
Testimonials: Customer reviews must be genuine and typical of likely results.
Pricing: You must clearly show the final price and any significant conditions.
Social Responsibility: Advertising can't cause serious harm or offence, particularly to vulnerable groups like children.
Using CAP's Copy Advice Service
One of CAP's most valuable resources is its Copy Advice team. Before launching campaigns, you can submit creative concepts for guidance – particularly helpful for borderline cases or highly regulated sectors like finance, healthcare, or food.
This is a smart investment for brands operating in sensitive categories, as it can prevent ASA complaints before they happen.
Key Takeaway
CAP sets the rules for UK non-broadcast advertising. While it's a self-regulatory body rather than government enforcement, breaching the CAP Code is serious – the ASA actively investigates complaints and has real enforcement power. Familiarising yourself with the code, or consulting CAP's Copy Advice service for complex campaigns, is essential due diligence for any UK marketing activity.