New CAP Code Reflects Growth Of Direct Marketing
The Committee Of Advertising Practice (CAP) is relaunching its advertising code to reflect the increasing importance of direct marketing in the media mix.
It is hoped that the new code, entitled The British Code Of Advertising, Sales Promotion And Direct Marketing, will better reflect the multidisciplinary marketing landscape, where direct marketing and sales promotions have become as relevant as conventional marketing.
Andrew Brown, chairman of CAP, commented: “Effective self-regulation is paramount to ensuring that consumer confidence in marketing is maintained. Over the past 40 years, the marketing business has shown that it can successfully regulate itself in the non broadcast arena – a fact that has been acknowledged by the Government in its deliberations for the creation of Ofcom. For this to continue we have to ensure that marketers have clear guidelines on how to keep their marketing communications legal, decent, honest and truthful”
The new code, due to be unveiled tomorrow, also takes account of the continued growth of wireless marketing, with a set of guidelines designed to better regulate the market.
According to the code, explicit consent is now required for marketing by email or SMS, unless marketers are offering similar products to existing customers. It also recommends immediate disclosure if emails contain direct marketing, as well as stipulating that ‘legitimate’ unsolicited emails must be identified as such in the subject box.
The rules governing direct marketing have also been overhauled following the implementation of recent distance selling and data protection legislation. The codes surrounding sales promotion have also been tightened.
The codes governing the advertising of alcohol have been updated and now state that marketers should not suggest that drinking can overcome boredom, loneliness or other problems or that alcohol has therapeutic qualities.
CAP: 020 7828 4224 www.cap.org.uk
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