Three years have now gone by since publication of the current edition of the CAP British Codes of Advertising and Sales Promotion. For more information on the process and the countdown to the new Code.
Topic: Self regulation
Who: The Committee of Advertising Practice, the Direct Marketing Association and other CAP members.
When: Winter 2002
Where: Winter 2002
What happened:
The Codes which are at the heart of the UK's self-regulatory system for all non-broadcast advertising, the British Codes of Advertising and Sales Promotion, are undergoing review. Organising this review is the body which has responsibility for maintaining the Codes, the Committee of Advertising Practice ("CAP"). The Direct Marketing Association is a member of CAP, as are industry bodies representing pretty much all types of business involved in the advertising process. The updating and revision has already been the subject of discussions for some months and is now entering its second phase. This involves the circulation of the proposed changes to the CAP membership for consultation and comment. Phase 3 will be the assimilation of the comments received from CAP members into the final updated version. Launch of the new Codes is currently slated, we hear, for Spring 2003.
Why this matters:
The current Codes have been around since 1999. Amongst the updates under discussion will be amendments driven by changes in relevant legislation and regulations since that time. Examples include the Consumer Protection (Distance Selling) Regulations and recent amendments to the Control of Misleading Advertisements Regulations so as to regulate comparative as well as misleading advertising, both introduced in 2000. Rumour has it that consideration has also been given to a change to the name of the Codes. If this happens, it is likely to reflect the fact that below the line, the Codes cover not only sales promotion but also direct marketing.
