| Commentary

152 Codes of practice

| Commentary

152 Codes of practice

Advertising in the United Kingdom is mainly controlled through the use of codes of practice, that is, they are voluntary rules drawn up by the advertising industry1. These Codes contain wide-ranging rules designed to ensure that advertising does not mislead, harm or offend. In addition, the Codes provide that advertisements must be socially responsible and prepared in line with the principles of fair competition. These broad principles apply regardless of the product being advertised.

In addition, the Codes contain specific rules for certain products and marketing techniques2. These rules add an extra layer of consumer protection on

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