CAP – Committee of Advertising practice

CAP are responsible for writing the rule son the regulations for UK advertising and enforcing them through authoritative advice, should an ad have an issue which goes against the rules. The 'CAP Code' is the 'UK Code of Non- broadcast Advertising and Direct Promotional Marketing' (https://www.cap.org.uk/Advertising-Codes/Non-Broadcast.aspx) . All forms of media must follow this code when advertising or marketing; to not to do so would be illegal and would result in the media getting taken down and most likely a heavy fine or disciplinary act.

ASA stands for Advertising Standards Authority and it is 'the UKs independent regulator for advertising across all media' (https://www.asa.org.uk/). Whereas CAP deals specifically with non broadcast advertising, ASA is the regulator for all. ASA enforces the rules CAP writes which includes taking action on complaints received and pro actively checking all new forms of media for offensive, harmful, misleading and illegal material. ASA uses a five strand strategy to keep UK ads legal:

Understanding: ASA are an authority and enforcer on UK ad regulations and will seek to make it clear what is acceptable and what isn't.

Support: ASA provide support to advertisers to create responsible adverts. They provide support and training.

Impact: ASA focus more on the adverts that do the most damage so they can have a greater impact; however they will always investigate complaints.

Proactive: ASA are very proactive and always investigating complaints using a wide range of specialists and information.

Awareness: ASA spread more awareness of themselves and CAP to the public so people can interact with them when they need to and have confidence in what ASA and CAP do.

BCAP – The BCAP is a code created by CAP which applies to all forms of advertising. Many think of it as the law on advertising. It is designed to inform advertisers and broadcasters of the standards expected and to protect consumers. BCAP has 36 sections and queries are handled by the BCAP staff and the BCAP code is enforced by ASA.

OFCOM – regulates 'the TV, radio and video on demand sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices operate' (https://www.ofcom.org.uk/about-ofcom/what-is-ofcom). OFCOM focuses on communication services and makes sure the UK consumer are protected from scams and misleading information (this could include things like cold calls). OFCOM was created by Parliament and licensed under the Communications Act of 2003, it was created to 'further the interests of citizens and of consumers, where appropriate by promoting competition' (https://www.ofcom.org.uk/about-ofcom/what-is-ofcom). Unlike the others, OFCOM sets and regulates the rules for its sectors and is consequently a larger organisation funded by the government.

Purpose of regulation – regulation is crucial to protect the consumer from exploitative and harassing advertising. Advertising itself is based on trying to get the consumer to buy their product and if no regulation was in place and with the public exposure advertisers have, advertising would be free to harass and post whatever content they wanted with a potential to harm or distress some sectors of the public.