CAP (Non-broadcast)

Role

CAP was set up in 1961 in order to regulate all print advertising and prevent the need for time-consuming government legislation. CAP writes and reviews the British Code of Advertising, Sales Promotion and Direct Marketing that all advertisers have to adhere to.

This Code is the industry’s method for ensuring advertisers meet the high level of standards the public demands whilst keeping a level playing field amongst advertisers. The Code broadly covers misleadingness, harm and offence, and breaches of taste and decency.

Members

The Committee of Advertising Practice is a tripartite body made up of the representatives of advertisers, agencies, media owners and other industry groups, all of which are committed to upholding the highest standards in advertising.

CAP members

Advertising Association 
Atvod Industry Forum
Cinema Advertising Association
Direct Marketing Association
Direct Selling Association
Incorporated Society of British Advertisers
Institute of Practitioners in Advertising
Institute of Promotional Marketing 
Internet Advertising Bureau 
Mobile Broadband Group
Mobile Marketing Association
Newspaper Publishers Association 
Newspaper Society
Outdoor Media Centre
Professional Publishers Association
Proprietary Association of Great Britain
Royal Mail
Scottish Newspaper Society
Clearcast
Radio Advertising Clearance Centre

Industry Panels

The ad industry is central to the success of the self-regulatory system and in addition to the bodies who make up CAP and BCAP, the system receives invaluable support though three industry panels:

Sales Promotion and Direct Response Panel (SPDRP)

General Media Panel (GMP)

Online Publications Media Panel (OPMP)

As the name suggests, the SPDRP concerns itself with sales promotions and direct marketing. It advises on non-broadcast advertising only. The OPMP too is medium-specific, and advises on the proper distinction between editorial and advertising in online publications.

The GMP’s composition means it can consider both broadcast and non-broadcast matters. 

The role of the Panels is to provide industry expert advice on the interpretation and development of the Advertising Codes and a forum for information exchange between the industry and the ASA and CAP Executive. It is often an opportunity for marketers to have industry representatives review an aspect of an investigation and to feed into the decision-making process. Although consideration is given to its recommendations and the Minutes of the meeting will be given to the ASA Council if relevant, the Panel’s opinion is not binding on either the Executive or the ASA Council.

The Panels may be asked to discuss a recommendation before the ASA Executive gives it to Council, specific copy advice, the application of a Code clause, the interpretation of a claim, common industry practice or other general regulatory subjects. The Executive may use the Panels to help draft Help Notes or revisions to the Codes for the consideration of CAP and BCAP. The Panel will almost never consider scientific or highly specialised evidence: it leaves those matters to the experts.

The SPDRP and the GMP are both made up of a Chairman, an ASA Council representative, about ten marketing or media practitioners, the Secretary (Director of Advertising Policy and Practice) and an Assistant Secretary (the CAP Compliance Manager for the SPDR and the Copy Advice Manager for the GMP). The OPMP is composed of the Chairmen of ASBOF and PRESSBOF.

The Chairman of the GMP is Chris MacDonald. The Chairman of SPDRP is Philip Circus.

The scope of the SPDRP's and the GMP's work is wide-ranging. They have, for example, considered issues of social responsibility in alcohol and gambling ads and also in sales promotions, the independent judging and observing of prize draws and competitions, nutritional claims in food ads, RRPs, online remit for promotions and remit related to affiliate marketing, general and specific Code development matters and the application of the new Consumer Protection from Unfair Trading Regulations. 

Industry Panel members

General Media Panel (GMP) members

Chris MacDonald (Chair)
Tess Alps
Sarah Bennison
Helen Buck
Shahriar Coupal (Secretary)
Tim Evans
Peter Gatward
Steve Goodman
Louisa Ann Bolch (ASA Council)
Andrew Melsom
Mike Moran
Sue Oake
Steve O’Meara
Mike Parker
Simon Rhodes
Claire Serle (Assistant Secretary)
Karen Stacey
Andrew Walmsley
Brendan Tansey
Charlie Snow
Dominic Allon
Gillian Wilmot

Sales Promotion and Direct Response Panel (SPDRP) members

Philip Circus (Chair)
Peter Batchelor
Mark Challinor
Shahriar Coupal (Secretary)
Daphne DeSouza
Mark Dugdale
Michael Halstead
Caroline Roberts
Bruno Sheldon (Assistant Secretary)
Paul Whiteing
Sally Cartwright (ASA Council)

Online Publications Media Panel (OPMP) members

Sir Christopher Powell, Chairman, ASBOF
Lord Black of Brentwood, Chairman, Pressbof