The CAP Code
The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code), which replaced the UK False Advertising Act in 2006, is the rule book for non-broadcast advertisements, sales promotions and direct marketing communications in the United Kingdom, and is administered by the Advertising Standards Authority (ASA). The 12th edition of the CAP Code came into force in September 2010.
The 12th version was released because the digital remit of the ASA was to be extended to cover online marketing communications, for example banner advertising, popup windows, pay-per-click campaigns, social media and online video. Website owners were given a 6-month period of grace to ensure that their websites and online marketing comply with the new CAP Code rules. The rules came into full force on 1 March 2011.
- "CAP Code". Committee of Advertising Practice Ltd. Retrieved 26 March 2012.
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