CAP Code - to doff or not to doff, that is the question

I've just been working on my latest column for the South Wales Evening Post, and as part of my research have done a quick straw poll of some of the small and micro-businesses I work with to find out how much they know about the CAP code.

Not a lot is the short (and somewhat worrying) answer.

So if you think the CAP code is some form of head-wear etiquette you may need to read this...

Earlier this year the Advertising Standards Authority (ASA), the self regulating body of the UK's advertising industry, gained new powers as part of its online remit.  Not only does its Committee of Advertising Practice (CAP - yes, this is where the cap comes into it) code apply to online and offline advertising, but it also applies to the marketing communications messages you publish on your company web site and on any non-paid online media such as social networking sites (like Twitter and Facebook) over which you have control.

This has huge implications for businesses as it means your web site and social media communications need to adhere to the same strict standards in terms of claims made about product benefits, environmental performance etc as all mainstream advertising.

The code applies to any communications that are directly related to the promotion of goods and services for sale, so it does not apply to things like press releases, but it does apply to the general information about your products and services on your web pages.  There are detailed sections within the code on key areas such as claims about health and beauty benefits and advertising aimed at the young and vulnerable, but the key principles are that advertisers need to make sure they are not making statements that could be considered misleading or making claims not backed up by suitable evidence.

This lack of awareness about the changes is particularly likely to affect small businesses who may not be working with agencies who would be aware of the new rules.  So, if you are a UK business owner and you have a web site and/or use other forms of online media to promote your goods and services I'd recommend a web site and communications review to ensure you are compliant with the code, as any complaints made against you could, if upheld, result in one or more of a range of sanctions from the ASA.

You can find out more about the CAP code here.