UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) is the main form of regulation for non-broadcast advertisements, sales promotions and direct marketing communications. The CAP Code is written by the Committee on Advertising Practice (CAP). CAP is a self-regulatory body and its members include organisations that represent the advertising, sales promotion, direct marketing and media businesses. The CAP Code is enforced by the Advertising Standards Authority (ASA), who can take steps to remove or have amended any ads that breach these rules.

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have launched a consultation on proposed changes to the UK Advertising Codes for premium-rate telephone service (PRS) advertising following changes to the regulatory framework. The proposals reflect Ofcom's assumption of direct responsibility for regulating and enforcing PRS under the Regulation of Premium Rate Services Order 2024, SI 2024/1046 and are intended to ensure the Advertising Standards Authority (ASA) system continues to operate effectively alongside Ofcom's statutory role. The consultation closes on 22 July 2026.

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have launched a consultation on removing rules and guidance related to energy labelling and product fiche information from their advertising codes. The rules, introduced in 2011, have received no complaints, and enforcement is already handled by the Office for Product Safety and Standards (OPSS). CAP and BCAP propose this change as the rules may no longer be necessary, given existing statutory oversight. The removal would not affect legislative requirements for energy labelling. The consultation will be open for submissions until 5pm on 4 March 2025.

The Committee of Advertising Practice (CAP) and Broadcast Committee of Advertising Practice (BCAP) have implemented amendments to their advertising rules, reflecting the Unfair Commercial Practices provisions in the Digital Markets, Competition and Consumers Act 2024. The changes, effective from April 2025, introduce mandatory total price disclosure requirements, prohibit fake reviews, require disclosure of incentivised reviews, and ban misleading presentation of consumer reviews. The rules also expand the scope for considering vulnerable consumer perspectives when assessing potentially misleading advertisements, regardless of whether ads specifically target vulnerable groups. The amendments replace provisions previously contained in the Consumer Protection from Unfair Trading Regulations 2008.

The Committees of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have launched a consultation, on behalf of the Advertising Standards Authority (ASA), on the implementation of new advertising restrictions for less healthy food and drink products. The consultation invites input on proposed amendments to the UK Advertising Codes and supporting guidance. It follows the introduction of The Advertising (Less Healthy Food and Drink) (Brand Advertising Exemption) Regulations 2025, SI 2025/1011, which clarify the legal framework for brand advertising. By outlining conditions under which brand-focused ads that do not feature identifiable less healthy products may be exempt from the restrictions.

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have published a public consultation on proposed amendments to their Advertising Codes. These changes aim to align the Codes with the Digital Markets, Competition and Consumers Act 2024 (DMCCA), which replaces the Consumer Protection from Unfair Trading Regulations 2008. The consultation addresses new provisions on fake consumer reviews and drip-pricing, as well as updates to various Code sections, including misleading advertising. The unfair commercial practices provisions of DMCCA 2024 are expected to come into force in April 2025. Stakeholders can submit responses until 5 February 2025.

The Committees of Advertising Practice (CAP and BCAP), on behalf of the ASA, have initiated a further consultation on implementing new restrictions on advertising 'less healthy' food and drink products to children. The rules, effective from October 2025, will ban such ads on TV and online during specified times. The consultation seeks input on revised guidance for applying these rules, following feedback from a previous consultation. The consultation is open to all stakeholders and closes on 18 March 2025 at 5:00pm.

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have set out how the CAP and BCAP Codes apply to accessibility provisions in advertising. The article explains that, where advertisers choose to use provisions such as audio description, closed captions or signing, any material information included in an advertisement should also be communicated through those provisions.

The Committee of Advertising Practice (CAP) and Broadcast Committee of Advertising Practice (BCAP) has published amendments to their advertising codes, effective 8 April 2025, to align with the Unfair Commercial Practices provisions in the Digital Markets, Competition and Consumers Act 2024. The changes include new rules on drip pricing and fake reviews, with the Advertising Standards Authority (ASA) implementing a three-month compliance support period for fake review rules. The ASA will limit enforcement on drip pricing issues until the Competition and Markets Authority publishes final guidance.

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have updated their guidance on protecting under-18s in gambling and lotteries advertising. The updated guidance follows three years of experience applying the 'strong appeal' test introduced in 2022, which replaced the previous 'particular appeal' standard for content that might unduly attract under-18s attention. Key updates include clarification on social media following, establishing that at least 100,000 social media follower accounts registered to under-18s across platforms is indicative of strong appeal to minors. The guidance introduces a new Context section explaining how appeal varies by setting and execution, provides further clarification on distinctions between 'adult-centric' and 'non-adult-centric' sports, and includes additional detail on social media's role in the evolving marketing landscape. The changes reflect learning from rulings, stakeholder input and research review since the stricter standard was implemented.

The Committee of Advertising Practice (CAP) has outlined the current regulatory position on artificial intelligence disclosure in UK advertising. While noting the European Union's AI Act implementation from August 2024, CAP confirms there is no blanket requirement in the UK to disclose AI use in advertisements. The guidance emphasises that existing CAP and BCAP Code rules apply to AI-generated content, referencing the 2023 industry principles developed by the Incorporated Society of British Advertisers and Institute of Practitioners in Advertising which recommend transparency where AI features prominently and is not obvious to consumers.

The code of practice for advertising in the UK, drafted and maintained by the Committee on Advertising Practice and administered by the Advertising Standards Authority which contains rules to be followed by advertisers, agencies and media agencies. General principles include the need for advertising to be responsible, not misleading and legal, decent, honest, fair and true. The CAP Code applies to non-broadcast advertising, sales promotion and direct marketing in any form or medium and its remit extends to online and social media content.