3. Having some guidelines in place is a good thing
i. Uphold the integrity of the medium / your brand /
client. Distance yourself from the cowboys!
ii. Deliver true self-regulation. We can’t always rely on
legislation / regulation / self-regulation to police the
sector.
iii. Social media is a growing & important marketing
channel. We want the party to continue…
4. Get familiar with the rules – www.cap.org.uk
Self-regulatory rules
British Code of Advertising, Sales Promotion & Direct Marketing:
“the CAP Code”
Supplements legislation, fills in gaps.
Enforced by Advertising Standards Authority (ASA).
Covers non-broadcast advertising
The Internet
Newspapers
Billboards
Cinema
States that all marketing communications:
• Should be legal, decent, honest & truthful.
• Should not cause serious or widespread offence; exploit a consumer’s
inexperience; mislead, cause fear or distress; or condone/encourage unsafe
practice/violence.
6. What do the rules cover?
• Advertising rules for ‘paid for’ advertising now apply in social
media.
• This covers:
Age-restricted products eg gambling, alcohol
Marketing to children – including unhealthy food products.
Environmental claims.
Health & beauty products and therapies.
Weight control.
Financial products.
8. If in doubt just ask!
www.copyadvice.org.uk
www.iabuk.net
9. Five Top Tips
1. Get familiar with the rules – www.cap.org.uk
2. Reassure your clients that you adhere to the rules and that their
communications will be transparent and ethical
3. Ensure that someone on your team (or your client’s team) is
able to monitor what’s going on in your social media spaces, to
make sure you find anything inappropriate before the public do!
4. Follow any guidelines that support the rules & that help you to
comply
5. If unsure, just ask! www.copyadvice.org.uk / nick@iabuk.net
