ASACAP

CAP Code

This 12th edition of The UK Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) came into force on 1 September 2010. It replaces all other editions.

The CAP Code relates to non-broadcast marketing communications only. For The UK Code of Broadcast Advertising, go to BCAP Code section.

Advertisers, agencies and media owners are urged to  sign up to CAP Services to receive news, advice and practical guidance on the new Advertising Codes.

The UK Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing

Online version

• Preface
• Scope of the Code
• General Sections
• Specific Category Sections
• Additional Information

Hard copies

Read on how order a hard copy of the UK Advertising Codes.

Pdf versions (printable)

Download printable pdf versions of each section of the CAP Code.

Important change to the CAP Code

The digital remit of the ASA is to be extended significantly to deliver more comprehensive consumer protection online. From next year, marketing communications online will be subject to rules to keep them legal, decent, honest and truthful. Read more.

Old CAP Code

For complaints relating to ads and other marketing communications published up to and including 31 August 2010, the ASA will adjudicate using the old CAP Code. The old CAP Code can be downloaded in a pdf format for your reference.