CAP Code for non-broadcast media meaning

This Checklist supports planning for a print marketing campaign. It concentrates on marketing-specific needs, excluding wider transactional matters (eg contract formation, distance selling). Scope includes targeting and placement, agency agreements, data protection, advertising compliance, and prize or price promotions. It also addresses conformity with the UK’s legislative and self-regulatory framework, notably the unfair commercial practices rules in the Digital Markets, Competition and Consumers Act 2024 (DMCCA 2024) and the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code). Print ads remain pivotal to big-brand activity, across billboards, posters, brochures, leaflets, newspapers and magazines. In the UK, print advertising is overseen through a blend of industry self-regulation and statute. For a wider briefing on the UK advertising environment, see Practice Note: Advertising law and regulation. See also: Advertising copy approval—checklist; Planning a digital marketing campaign—checklist. A third column is available to capture observations or remarks while working through the Checklist... Checklist Further information Notes (if any) Targeting and placement ...

This Checklist This Checklist sets out the main considerations before launching a prize promotion, prize competition, or a prize draw in Great Britain. See also the Practice Note: How to run a prize promotion. At the outset, ensure any advice confirms the activity is not an unlawful lottery under the Gambling Act 2005 (GA 2005) and that it meets the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code). These matters are explored in detail in Practice Note: Prize promotions. This Checklist also contains an optional section for operators that have signed, or are thinking of signing, the Voluntary Code of Good Practice for Prize Draw Operators (Voluntary Code), issued by the Department for Culture, Media and Sport (DCMS) on 21 November 2025 (see: LNB News 20/11/2025 30). Founding signatories must bring the Voluntary Code requirements into effect by 20 May 2026 at the latest. Any operators joining after that implementation date must be fully compliant from the date of signature...

In this issue: New technologies Internet Data protection Media Advertising, marketing and sponsorship Telecommunications LexTalk®TMT: a Lexis®Nexis community Daily and weekly news alerts New and updated content Dates for your diary Trackers Useful information New technologies CAP clarifies AI disclosure requirements in UK advertising regulation The Committee of Advertising Practice (CAP) has set out the present UK position on disclosing AI in advertising. Although acknowledging the EU AI Act will begin applying from August 2024, CAP confirms there is no universal obligation in the UK to declare AI use in adverts. The guidance underscores that existing CAP Code and Broadcast Committee of Advertising Practice rules cover AI-generated material, and points to the 2023 industry principles from the Incorporated Society of British Advertisers and the Institute of Practitioners in Advertising, which advocate transparency where AI features prominently and is not apparent to consumers. See: LNB News 29/05/2025 25. Internet ...

In this issue: Advertising, marketing and sponsorship Consumer protection Contracts E-commerce Public procurement Supply of goods and services LexTalk®Commercial: a Lexis®Nexis community Daily and weekly news alerts New and updated content Dates for your diary Trackers Advertising, marketing and sponsorship ASA rulings—22 October 2025 A single complaint to the Advertising Standards Authority (ASA) targeted a social media post from Eaton Gate Gaming Ltd, trading as Kwiff, that showed Sir Lewis Hamilton. It was also claimed the post featured a person with pronounced appeal to under-18s, contrary to the CAP Code. The ASA therefore upheld the complaint. See: LNB News 22/10/2025 17. CMA closes Google Privacy Sandbox investigation and releases binding commitments The Competition and Markets Authority (CMA) examined Google’s plan to phase out third-party cookies in Chrome and to roll out ‘Privacy Sandbox’ solutions. Opened on 7 January 2021 under Chapter II of the Competition Act 1998, the probe considered...

In this issue: Advertising, marketing and sponsorship Consumer protection Intellectual property International Supply of goods and services LexTalk®Commercial: a Lexis®Nexis community Daily and weekly news alerts Dates for your diary Trackers New and updated content Advertising, marketing and sponsorship ASA Rulings—3 September 2025 Four challenges were lodged with the Advertising Standards Authority (ASA) over travel sector ads that made absolute environmental claims about cruise ships—using phrases such as ‘eco-friendly’, ‘the world’s cleanest marine fuel’ and ‘a strong focus on sustainability’. The ASA upheld all complaints and instructed that the ads be withdrawn or revised, signalling a firm clamp-down on green claims within the cruise market. See: LNB News 03/09/2025 15. CAP extends advertising code scope to cover non-UK based licensed operators The Committee of Advertising Practice (CAP) has widened the reach of its Code to deliver consistent oversight of online advertising. From 1 September 2025, the rules extend to non-paid-for online...

Film and TV glossary A–B Film and TV glossary E–H Film and TV glossary I–L Film and TV glossary M–P Film and TV glossary R–S Film and TV glossary T–W CAP Code for non-broadcast media The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code) serves as the principal framework governing non-broadcast adverts, promotional sales activity and direct marketing messages. It is drafted by the Committee on Advertising Practice (CAP), a self-regulatory body whose membership comprises organisations representing advertising, sales promotion, direct marketing and media industries. The Advertising Standards Authority (ASA) polices the CAP Code and may require the withdrawal or amendment of any advertisement that contravenes these standards. Refer to Practice Note: Advertising law and regulation. Channel 4 Channel 4 operates as a ‘publisher-broadcaster’: it produces no programmes internally, commissioning content from production companies across the UK. Cinematograph film Under the Copyright Act 1956 (CA 1956), films gained protection as...

Regulatory regime overview Advertising in the UK is governed by legislation alongside self-regulatory industry codes, chiefly the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) and the UK Code of Broadcast Advertising (BCAP Code) (outlined below). Self-regulation plays a central role in the UK; however, broadcast advertising operates within a statutory framework under the Communications Act 2003 (CA 2003). Marketers should also be mindful of sector-specific rules and codes. The principal laws addressing unfair or misleading commercial practices, which also inform the CAP and BCAP Codes, include: Chapter 1 of Part 4 and Schedule 20 to the Digital Markets, Competition and Consumers Act 2024 (DMCCA 2024) The Business Protection from Misleading Marketing Regulations 2008 (BPR 2008), SI 2008/1276 Consumer protection from unfair trading From 6 April 2025, Part 4, Chapter 1 of the DMCCA 2024 largely repealed the Consumer Protection from Unfair Trading Regulations 2008 (CPUTR 2008), SI 2008/1277, save for certain transitional provisions concerning a...

This Practice Note sets out the main digital advertising and marketing routes, such as website advertising (banners and tile ads), search engine optimisation (SEO), social media advertising, email advertising, mobile advertising, streaming advertising, digital out-of-home (DOOH) and virtual out-of-home (VOOH), virtual and augmented reality advertising, affiliate marketing, and content and native advertising. It also flags the core regulatory and legislative frameworks, together with the outcomes of non-compliance. Digital, online and social media (together termed ‘digital’) cover a wide and continually expanding range of channels for delivering promotional materials. Each option carries particular benefits and drawbacks when it comes to managing legal risk. Digital technology can aid compliance by permitting closer control of campaigns than traditional media. However, this is a rapidly evolving field, with innovation frequently stretching the limits of current legislation. For fuller guidance on the topics referenced in this note, see Practice Notes: Advertising law and regulation Direct marketing Website advertising (banners and tile ads) Website-based advertising (often called display...