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Comply with advertising standards

Nearly every business advertises at some stage - but whichever media you choose, the claims you make for your product or service must comply with a number of regulations. This also applies to direct marketing mailshots.

The regulations are, for the most part, very simple. As long as your advertisement is legal, decent, truthful and honest, you usually won't have anything to worry about.

Two Committees of Advertising Practice, one for broadcast advertising, the other for non-broadcast advertising, are responsible for drawing up codes of practice - CAP Codes. This guide outlines how these codes and various laws affect your business. It also explains how to avoid breaching any regulations and covers what happens if your advertising is the subject of a complaint.

Subjects covered in this guide

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Sales and marketing

Advertising, branding and design


Comply with advertising standards


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How advertising standards are regulated


The CAP Codes


How to comply with the CAP Codes


Handling CAP Codes complaints


Online promotions and advertisements