CAP/ASA Annual Report 2009: Responsive regulation for an evolving industry
26 May 2010
The Committee of Advertising Practice (CAP) and Advertising Standards Authority (ASA) Annual Report 2009 published today reveals how they are keeping pace with change to provide responsive and effective regulation for the industry.
The advertising self-regulatory system is committed to providing an environment where responsible advertising can flourish. Much of our work in 2009 has been directly supported by the advertising industry and has enabled us to achieve the following:
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New Ad Codes: CAP launched a full public consultation and has now published new Advertising Codes that are simpler to use. They come into effect on 1 September 2010.
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CAP Services: CAP puts great emphasis on preventing breaches and has provided a range of bespoke advice, training events and online resources to help practitioners stay on the right side of the rules. In particular we:
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Process Review: the ASA engaged with industry and other stakeholders to ensure it continues to operate efficiently and effectively.
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Socially responsible advertising: The industry, through CAP, underlined its responsible approach to advertising regulation. It introduced an overarching social responsibility rule in the new Broadcast Code and enhanced the protections the Codes afford to children.
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Compliance: The vast majority of UK ads comply with the rules, as demonstrated by the ASA’s monitoring surveys which found a 99% compliance rate in video games and film advertising, a 98.9% compliance rate in alcohol advertising and a 95.1% compliance rate in health & beauty products and therapies advertising.
The industry’s long-standing commitment to responsible advertising was further demonstrated with its recent recommendation to extend the ASA’s remit to cover marketing communications on companies’ own websites. This measure will benefit all consumers but, notably, will also address Government and parental concerns about protecting children online. A CAP Working Group, led by Andrew Marsden, is currently working through the recommendations.
The Report also reveals that in a financial downturn, the ASA is doing more for less. It has dealt with more complaints than ever, although about fewer cases:
- 28,978 complaints about 13,956 ad campaigns
- 84% of cases (75% of complaints) were examined carefully but were not investigated
- There was a 10% decline in the number of ad campaigns complained about
- 2,397 ads or campaigns were changed or withdrawn as a result of ASA action
Chairman of CAP and BCAP, Andrew Brown, said “I would like to thank the industry for its support in what has been a busy year for CAP and BCAP. Keeping one eye on the future, we have focussed on updating the Advertising Codes and responding to societal concerns about the impact of the commercial world on children’s wellbeing. Practitioners now need to get to grips with the new Advertising Codes in time for 1 September by taking full advantage of the training and advice provided by CAP Services”.