CAP Code

The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) is the rule book for non-broadcast advertisements, sales promotions and direct marketing communications in the United Kingdom.

A key and extensive section of the Code, containing rules such as substantiation (evidence to prove claims); pricing; the use of the word ‘free’; availability of products, comparisons, testimonials and more.

Includes rules relating to shock tactics, unsafe practices and photosensitive epilepsy.

Includes rules about unsafe practices and unfair pressure; pester power and sales promotions for children.

Rules governing marketing communications that allow readers to place orders without face-to-face contact with the seller.

Rules for ads for weight control, slimming foodstuffs and aids, including exercise; diets, clinics and medicines.

Social responsibility rules for motor vehicles, covering safety, speed and irresponsible or anti-social driving behaviours.

Section covers employment agencies, homework schemes, business opportunities, vocational training and instruction courses.