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Abstract

#CAPcode Contact

The CAP Code

Did YOU know... Since 2nd March 2011, the ASA has investigated 181
Businesses to protect customers from Misleading Digital Marketing
Communications

youtube/embed/HocJJwfiKF0

The ASA (Advertising Standards Authority) announced on 1st September
2010, that the digital remit of the ASA was to be extended to cover
online marketing communications. This announcement is known as the
"CAP Code of Practice.".

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.

Although the ASA has spent a lot of time advertising the rule changes
for example on UK radio and the press , very few UK online marketers
are aware of the new regulations they need to adhere to...regulations
that stretch to over 100 pages in total!

Don't struggle trying to decypher over 100 pages of Official Guidance
notes,
use our easy to follow key facts guide, tools and checklists.

Who is at Risk from Non-Compliance - The CAP Code Scope

From 1 March 2011, the CAP Code will apply to:

"Advertisements and other marketing communications by or from
companies, organisations or sole traders on their own websites, or in
other non-paid-for space online under their control, that are directly
connected with the supply or transfer of goods, services, opportunities
and gifts, or which consist of direct solicitations of donations as
part of their own fund-raising activities."

The new rules focus specifically upon website content which constitutes
an advertisement or other marketing communication. This includes, for
example websites, video marketing, social media marketing, banner
advertising.

Failure to comply with the standards means you may be "Named and
Shamed" on the ASA website, or worse still, reported to the Office of
Fair Trading for breaching Consumer Protection Law.

What's Included in the Package
The complete blueprint to auditing my website and online advertising
and marketing communications so that my site complies with the
Advertising Standards Authority CAP Code of Practice:

The CAP Code Guide to Advertising Standards Rules

CAP Code Guide

* A Quick Start Guide
* 21 Point Quick Checklist
* 30 Industry Specifc Help Guides
* The Ten Commandments of CAP Code
* Case Studies - See real examples
* Copies of Relevant Legislation
* Examples of Upheld Complaints
* Summary Guides

What Will the ASA Be Able to Do Now?

As the announcement was made on 1st September 2010, the 6 month grace
period for adapting to the CAP Code changes is now over and the
ASA has started enforcing the new remit from the 1st March 2011. The
ASA and CAP (Committee of Advertising Practice) are taking the position
that there has been ample time to update website content, particularly
amongst those who may not previously have been subject to ASA
regulation.

The September 2010 announcement also signaled the start of an ongoing
and lengthy review period, now coming to a close, which invited
comments from all stakeholders about any aspect of the remit extension
with a pledge to act, as appropriate, on the significant comments
received.

Make sure your online business marketing is legal -
don't risk an upheld adjudication from the ASA!

-

Get some peace of mind and invest only Ł27 (inc VAT)
in the Jargon Free CAP Code Guide NOW!

As a quick overview, there are 3 important quotes from the CAP Code and
it's scope:
* The CAP Code applies to marketing communications `directly
connected with the supply or transfer of goods, services' etc:

This phrase conveys the primary intent of marketing communications
coming within the extended digital remit: to sell something. It is
understood that a marketing communication may set out to sell
something in a myriad of different ways. It need not necessarily
include a price or seek overtly an immediate or short-term
financial transaction or include or otherwise refer to a
transactional facility.

* The promotion of causes or ideas:

The scope doesn't cover marketing communications promoting causes
or ideas but does explicitly apply to marketing communications
which consist of direct solicitations of donations as part of
fund-raising activities. This takes into account of the potential
for consumer detriment, especially financial loss, arising from
these marketing communications.

* `Non-paid-for space online under [the advertiser's] control':

this phrase covers, although not exclusively, advertisements and
other marketing communications on advertiser-controlled pages on
social networking websites. Social networking websites have a
significant consumer reach, are popular with children and young
people and play an increasing role in public policy debates.

Confused??? Worried???

It's not surprising. Many people are fully occupied running their
business and haven't got time to read through 100+ pages of guidance
notes issued by a regulatory body, and prefer to work with key facts
and checklists they can apply in minutes. That's where the CAP Code
Guide comes in. In a fraction of the time, you can be confident you are
up to speed with your obligations as an online marketer.

-

Get some peace of mind and invest only Ł27 (inc VAT)
in the Jargon Free CAP Code Guide NOW!
"This package makes sense - less jargon and more explanations..."
Jason Dickens, Internet Marketer

What Happens When the CAP Code is Breached?

We already know that if a marketing communication is considered in
breach of the Advertising Codes, the vast majority of marketers
willingly work with the ASA to to amend or withdraw the marketing
communication.

However, if they refuse, CAP's present sanctions are very effective at
gaining compliance and these will apply to the new remit. However to
strengthen CAP's ability to secure compliance on websites and in other
non-paid-for space online under the advertiser's control, CAP's member
bodies have agreed new sanctions:
* Providing details of an advertiser and the non-compliant marketing
communication on a special part of the ASA website.

* Removal of paid-for search advertising - ads that link to the page
hosting the non-compliant marketing communication may be removed
with the agreement of the search engines.

* ASA paid-for search advertisements - the ASA could place
advertisements online highlighting an advertiser's continued
non-compliance.

If you don't take action the ASA Will. These 16 companies have had
adjudications upheld against them in the past 3 months.

* Multimedia Computing Ltd t/a UK Deed Poll Service
Date: 9 February 2011

* News Group Newspapers Ltd t/a The Sun
Date: 9 February 2011

* Cooper Advertising
Date: 9 February 2011

* Innovative Ideas Ltd t/a International Cruise Services
Date: 9 February 2011

* HomeForm Group Ltd
Date: 2 February 2011

* Kayco Ltd t/a Club Cleo
Date: 12 January 2011

* IJT Direct Ltd
Date: 12 January 2011

* MyCityDeal Ltd t/a Groupon UK
Date: 5 January 2011

* British Midland Airways Ltd t/a bmi
Date: 5 January 2011

* Bamboo Textiles Ltd
Date: 15 December 2010

* Dean House plc t/a Betta Living
Date: 8 December 2010

* UK Loan Star.NET
Date: 1 December 2010

* The Harley Medical Group Ltd
Date: 24 November 2010

* 1Der Flights Ltd t/a Abacus Travels
Date: 17 November 2010

* Media Ingenuity Group t/a TotallyMoney
Date: 17 November 2010

* Flight Centre (UK) Ltd
10 November 2010

If you're concerned your online marketing might not meet the right
standards, pick up our easy to follow guide, tools and checklists and
start improving your site and reducing your risk today.

What's Included in the Package
The complete blueprint to auditing my website and online advertising
and marketing communications so that my site complies with the
Advertising Standards Authority CAP Code:

* A Quick Start Guide
* 21 Point Quick Checklist
* 30 Industry Specifc Help Guides
* The Ten Commandments of CAP Code
* Case Studies - See real examples
* Copies of Relevant Legislation
* Examples of Upheld Complaints
* Summary Guides

If for any reason you're not happy with this guide, just let us know
and we'll refund your money right away, no questions asked.

-

Get some peace of mind and invest only Ł27 (inc VAT)
in the Jargon Free CAP Code Guide NOW!

PS - DON'T put yourself at RISK of an ADJUDICATION against you. Get our
CAP Code guide and get your digital marketing LEGAL TODAY!

Copyright Š CAP Code Guide - CAPCode.co.uk - Making the CAP Code Easy
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