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new ASA rules come into effect this week

27 August 2010

The new CAP and BCAP Codes come into effect on 1 September 2010.

Changes include:

  • an over-arching “social responsibility” rule for broadcast adverts
  • clearer guidance for both broadcast and non-broadcast on what the ASA will consider are unfairly exaggerated “green” claims
  • rules preventing marketers from collecting data from children under 12 and from exploiting the trust that young persons place in parents, teachers or other persons
  • clarification on the acceptable use of the word ‘free’
  • a requirement that prize promotions be clear about which prizes are available to win and those that are guaranteed to be won
  • new sector-specific rules for charities, food and drink, adult products, debt advisers and lotteries

Advertisers should review their current marketing projects against the updated Codes, so that they do not get caught out by the changes – and so they do not miss out on any new opportunities now available.

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