ASA and CAP Advertising Regulation & Guidance
Business Profile
Core Value Proposition
ASA and CAP Advertising Regulation & Guidance provides independent regulation of advertising across all media, applying the CAP codes and offering guidance, training, and resources to help businesses run compliant campaigns.
Target Customer
Advertisers, marketing teams, agencies, compliance professionals and businesses seeking guidance on advertising standards.
Key Differentiator
Independent regulator that publishes rulings, offers free online guidance (AdviceOnline), proactive education (CAP Bitesize, CAP Webinars), and a Scam Ad Alert to protect consumers, enabling transparency and preventative regulation.
Implementation Timeline
Access to AdviceOnline and resources is available online; training and events are offered; value realized as advertisers apply the guidance to campaigns.
Pain Points
- 1Risk of advertising campaigns breaching CAP codes and facing sanctions or non-compliant rulings
- 2Difficulty understanding and interpreting complex advertising rules across media channels
- 3Need for quick, actionable guidance and training to deliver compliant campaigns
Key Features
- 1Advertising codes and rulings publication
- 2AdviceOnline guidance library
- 3Training and events (online training, CAP Webinars, CAP Bitesize)
- 4CAP Bitesize focused guidance on specific topics
- 5Scam Ad Alert and ad reporting tools
- 6Annual Reports and transparency about regulatory transformation
Target Customer Industries
Client Results
- 1Improved consumer protection through transparent rulings and proactive guidance
- 2Increased compliance and reduced risk of sanctions for advertisers
- 3Faster onboarding to compliant advertising practices via online resources and training
Competitive Advantages
- 1Authority as an independent regulator with enforcement powers and official rulings
- 2Free, accessible guidance and training resources
- 3Proactive consumer protection tools (Scam Ad Alert)
- 4Transparency in regulation through published rulings and reports
Key Benefits
Case Studies & Success Stories
Currys Group Ltd t/a Currys Upheld
Upheld ruling related to a social media (paid ad) advertising case (24 Sep 2025)
Au Vodka Ltd Upheld
Upheld ruling related to social media (paid ad) and influencer/affiliate ad (24 Sep 2025)
Voodoo Doll Ltd t/a MOJO Manchester Upheld
Upheld ruling related to social media (paid ad) (24 Sep 2025)
Additional Product Information
Product Description
Independent regulator delivering advertising codes, rulings, and practical guidance for businesses; combines enforcement with education through AdviceOnline, training, and awareness initiatives.
Target Market
Advertisers, brands, marketing teams, agencies, and compliance professionals seeking to ensure advertising compliance across all media.
Unique Value Proposition
A trusted, independent regulator that not only enforces advertising standards but also educates the market with free, accessible guidance, practical training, and proactive consumer protection tools.
Technical Requirements
Access to AdviceOnline and CAP resources via the ASA site; sign-in/sign-up option available on the site; ad reporting tools are provided through the platform.
Pricing Model
Not specified in content
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