CAP, the Committee of Advertising Practice, has launched a new self-regulatory code for non-broadcast media – including paid-for digital advertising such as display and PPC search marketing – coming into force on 1 September.
The rules have been updated following a review and public consultation, and are intended to make the code easier to use and more consistent across broadcast and non-broadcast media.
It also introduces new rules requiring parental consent for collecting personal data from children under 12, prevents marketers from exaggerating environmental benefits, and puts in place new rules on nutritional claims and traditional herbal medicines.
However, last week’s recommendation that the CAP code should be extended to include marketing communications on advertisers’ own websites and other non paid-for space online has not been ratified yet – and also has to enter a consultation period – although it is hoped that it will come into force by the autumn.
CAP, made up of representatives from across the advertising industry, is launching a training and awareness programme covering the new codes. The existing rules will continue to apply until September.
Nick Stringer, director of regulatory affairs at the IAB, said: “The new code will make the existing self-regulation of paid-for digital advertising clearer and more user-friendly for marketers.
“However, the proposed extension of the digital media remit into areas of non paid-for space will have a far greater impact and we hope that this also come into force later this year.”