Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Section 20 of the Code relates entirely to marketing communications for employment, business opportunities, homeworking schemes and the like. The section requires marketers to: be clear about what they are offering; be honest about the terms and conditions of employment, including salary; indicate if they are an employment agency; make no promises about employment if they are merely offering vocational training and state the factors likely to affect a consumer’s understanding of the offer (e.g. charges for raw materials for homework schemes, the existence of an investment, etc).
Marketers should be aware that several statutes could be relevant to marketing communications for employment and business opportunities, e.g. the Employment Agencies Act 1973. Marketers should seek legal advice if they are at all concerned about the legality of their marketing communications.
Although it deals with complaints about offence on the grounds of sex, race or age, the ASA does not get involved with matters of in employment ads. That is dealt with under legislation. For example, the ASA would not deal with explicit or implicit discrimination on the grounds of age (e.g. “young enthusiastic person required”). Such claims are likely to fall under The Employment Equality (Age) Regulations 2006.
See also the other entries in the 'Recruitment & Business Opportunities section.
Last modified : 17 April 2012