Print and web marketing are now subject to legislation that puts limitations on what individuals are able to say when advertising their services.
This legislation is known as the CAP Code, and is implemented by the Advertising Standards Authority with the key objective of ensuring that advertising and marketing communications are legal, decent, honest and truthful.
Here at Beauty Resource we pride ourselves in keeping the website up to date and in-line with the latest industry legislation and regulation, which is why we have developed the following Q&A style help guide to help you understand the CAP Code.
The CAP Code
Whatever industry you practice within, legislation is subject to frequent changes and it can often be difficult to keep up with what's what. If this is the first time you are hearing about the CAP Code, the following FAQs may help to further your understanding:
Q1: What is the CAP Code?
A1: The CAP Code is the 'UK Code of Non-Broadcast Advertising, Sales Promotions and Direct Marketing'. The code stipulates what can and cannot be said within web and print adverts with a view to making advertising and marketing communications as truthful as possible.
Q2: What is the role of the Advertising Standards Authority (ASA)?
A2: The Code is the responsibility of the Committee of Advertising Practice (CAP) and is independently administered by the Advertising Standards Authority (ASA). The ASA are responsible for enforcing the code, and investigating complaints about adverts that are not compliant.
Q3: Why must I comply with the CAP Code?
A3: Both under the code, and by law, it is your responsibility to ensure that your advertising does not mislead.
If you do not comply, there is always the chance that a complaint may be lodged. In the event of receiving a complaint about one of your adverts, ASA would consider the complaint against the Code, and if it does not meet the standards, you could be asked to amend or remove the advertisement under scrutiny.
From a client perspective, it is also comforting to know that your practitioner is abiding by the necessary industry rules and regulations.
Q4: Where can I find further information about the CAP Code?
A4: The full UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code), can be viewed here. Should you have any queries regarding the code itself, please contact CAP directly.
Q5: What parts of the CAP Code are relevant to my profile listing on Beauty Resource?
A5: Whilst it is important to familiarise yourself with the entire CAP Code, one of the most important rules is regarding medicinal claims made for cosmetic products. Rule 12.1 of the Code states that secondary medicinal claims made for cosmetic products as defined in the appropriate European legislation must be backed by evidence.
The Code also states that unless an individual is suitably qualified, they should not make efficacy claims regarding certain health conditions unless they have appropriate supporting evidence.
Please note, CAP considers ‘suitably qualified’ to be those who are accredited by a professional or regulatory body. Information on accreditation can be found here.
How does Beauty Resource comply with the CAP Code?
Q6: How will Beauty Resource continue to assure the website and the profiles on it will remain compliant?
A6: We have put numerous quality control checks into position to ensure that both our content and member content continues to remain what we believe to be compliant under the CAP Code.
Documents and resources mentioned in this help guide:
- The CAP Code – The full CAP Code.
- EU Register on nutrition and health claims – An official register showing permitted, authorised and non-authorised nutrition claims and their conditions of use.
- CAP Help Note on Health, beauty and slimming marketing communications that refer to medical conditions – A help guide produced by Copy Advice featuring guidance on medical conditions that can be acceptably referred to in marketing communications and those that cannot.