CAP promotes advice service with vouchers

The Committee on Advertising Practice (CAP) is offering UK marketers the chance to win &£50 of vouchers redeemable at online retailer Amazon, in an attempt to increase usage of its copy advice team and reduce the number of consumer complaints about ads.

A spokeswoman for CAP says: “We’ve never done this sort of thing before, and we wanted to see how it works. Our copy advice team offers a free service that we would like to see more people make use of. Once marketers do use it, they come back – we’ve got lots of regular customers.”

CAP is the advertising industry body responsible for writing the two codes of conduct (one for broadcast, one for non-broadcast) which advertisers are supposed to adhere to.

It works closely with the Advertising Standards Authority (ASA). Industry regulator Ofcom has given the two bodies joint responsibility for running the UK’s self-regulatory system, which is to be reviewed later this year.

The copy advice team – a team of experts – vets copy for non-broadcast ads and suggests changes that make them less likely to fall foul of the CAP code. However, the spokeswoman stresses, even with this vetting, ads may still be complained about and it is possible, though much less likely, that the ASA will uphold those complaints.

It is a legal requirement that all television and radio advertisements must be vetted by the Broadcast Advertising Clearance Committee before going on air. However, there is no similar legal requirement to have non-broadcast ads checked.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here