The CAP code is recognised by Government, the Office of Fair Trading and the courts as the established means of consumer protection in non-broadcast media. All marketing communications, wherever they appear, must be legal, decent, honest and truthful. This code applies to all forms of marketing communications including: ads and advertorials in newspapers and magazines; posters and billboards; internet ads and paid search; cincema, video, DVD and Blu-ray adverts; sales promotions; marketing databases; brochures, leaflets, circulars and catalogues; emails; SMS text. The code is applied by the Advertising Standards Authority as the independent advertising regulator.
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