Keeping you up-to-date with developments in the non-broadcast advertising codes and the range of resources available to you. 

Knowing the rules can help you avoid consumer or competitor complaints - and ASA investigation.  For any immediate queries, contact us on: 020 7492 2210 Monday to Friday 9am to 6pm and speak to one of our advisers.


Welcome to Insight

Welcome to Insight from the CopyAdvice Team at CAP.

Hot off the press: the results of last year’s ongoing Customer Satisfaction Survey are in and it seems you are happy!

• 97% are satisfied with the service they receive (74% very satisfied).
• 98% will use the Copy Advice service again.
• 98% would recommend the Copy Advice service to someone else.
• 97% rate the knowledge and professionalism of the staff giving advice.

Thanks to everyone who participated in the survey – we hope we continue to provide the service you need. Do let us know if there is any way we can improve our service – and of course send us suggestions for topics you may want covered in our newsletter.

In the next few issues we expect to cover the following topics: Green issues; Unfair Commercial Practices; Use of Data; Gambling; Medicines (Devices); Holidays & Travel.

So make sure you don’t miss out on important information – simply click on the link at the end of this email to ensure that your personal profile is up-to-date and you continue to receive the communications you want.

We hope Insight will help you get the best from the CopyAdvice service.

Claire Serle, Copy Advice Manager
claires@cap.org.uk

One of the key tenets of the Advertising Codes is the need to hold evidence to substantiate all claims before you advertise. But for advertisers of health and beauty products the Code requires the substantiation to be of a higher order:

50.1  Medical and scientific claims made about beauty and health-related products should be backed by evidence, where appropriate consisting of trials conducted on people. Where relevant, the rules will also relate to claims for products for animals. Substantiation will be assessed by the ASA on the basis of the available scientific knowledge.

You can read a useful checklist on our website to quickly clarify queries in this area.

And remember you can contact the CopyAdvice team to check that your campaigns measure up to the Code, or if you'd just like some help finding the guidance available online. Call 020 7492 2210 to speak to an adviser or e-mail copyadvice@cap.org.uk. 

Face to Face: a briefing on claims in cosmetic advertising