The following Commercial Q&A provides comprehensive and up to date legal information covering:
The UK Advertising Codes are the responsibility of two industry committees—the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) and are independently administered by the Advertising Standards Authority (ASA). The codes require advertisements across media to be legal, decent, honest and truthful, promoting consumer trust in advertising and maintaining fair competition between businesses.
For non-broadcast advertising, direct marketing and promotions, it is the CAP Code which must be considered. Rule 3.4 of the CAP Code stipulates that, for marketing communications that quote prices for advertised products, the trader must provide all material information, which includes the price of the advertised product, including taxes, or, if the nature of the product is such that the price cannot be calculated in advance, the manner in which the price is calculated.
Rule 3.17 further states that price statements must not mislead by omission, undue emphasis or distortion. They must relate to the product featured in the marketing communication.
Specifically in relation to advertising prices as regards the appli
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