CAP and BCAP CODE

CAP and BCAP code

CAP and BCAP Code

Background of the topic

The first edition of the CAP Codes came into force on the 1st September 2010. It replaced the four previous separate BCAP codes needed for the broadcast advertising. This Code was applicable for all the advertisements that included teleshopping, the typical content on self-promotional television channels, television text and also the interactive television advertisements. All the advertising and sponsorship content was licensed by Ofcom. The Code is not applied to give commercial references within a program that includes an Ofcom Broadcasting Code. It is important for the Ofcom to have adherence to the BCAP Code to gain content of programme sponsorship credits but the ASA also refers to the complaints made for the product placement and undue prominence towards to Ofcom. Therefore, this is the background of the topic.

Description of the UK Advertising Codes

In the UK, all the codes were designed in order to inform the advertisers and broadcasters of the standards that are expected in the content. A change was also made in the scheduling of broadcast advertisements for the protection of the consumers. The Code has main concern with the content of marketing communications rather than any terms associated with the business or product themselves. There are some rules that have an extensive range which also covers the administration of sales promotions, the suitable position of promotional lines, delivery of products made with the assistance of an advertisement and the use of personal information is also included in the direct marketing. There are some rules that also cover the administration of the sales promotions, and the assessment is also made of the delivery products ordered with the help of an advertisement and personal information included in direct marketing.

The (CAP) is the self regulatory body that creates revises and also had a role in the enforcement of the Code. The members of the CAP include those organizations which have a task to represent the advertising, sales promotion, direct marketing and media businesses. The members try to make use of their association with CAP member organisations or with the help of contractual agreements made with media publishers and carriers. These businesses agree to have compliance with the Code in order to state that the marketing communications are legal, decent, honest, truth and consumer confidence is also maintained in the best possible manner. The codes also try to include some practices that are not broadly covered in the BCAP Code. The Code usually supports the law which tries to fill the gap where it is not receiving its main purpose. In most of the cases, the self-regulation ensures that the legislation is not necessary in the field of Marketing. There are many advertisers, promoters and direct marketers, agencies and the media who try to consult with the lawyers in order to comply with the Code. The advertisers also produce their rules in this regard that play a major role in the regulation of the advertising, promotions ...