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<p>Advertising in the UK is regulated by the Advertising Standards Authority (ASA),
which enforces the Code of Non-broadcast Advertising and Direct & Promotional
Marketing (CAP Code) in non-broadcast media, including online, print, outdoors, video-on-demand,
direct marketing and cinema, through a system of self-regulation.</p><p> </p><p>The
CAP Code incorporates all relevant legislation, and sets standards for accuracy and
honesty to which advertisers must adhere, including specific conditions on advertising
to children, causing offence and social responsibility. It is regularly reviewed and
updated by the industry to ensure it remains effective, and proposed changes to the
Code are routinely subject to public consultation.</p><p> </p><p>The Code includes
rules designed to ensure that advertisers do not mislead consumers, reflecting that
the ASA is recognised by the government, the courts and Trading Standards as the ‘established
means’ for the enforcement of misleading advertising legislation. On the specific
issue of subscription traps, the Code also includes rules designed to ensure that
advertising for promotions must state all significant conditions likely to affect
a consumer’s decision to participate in the promotion. The ASA has also published
guidance to advertisers on how to ensure that advertising of free trials and other
promotional offer subscription models are compliant with the Code.</p><p> </p>
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