On 1 June this year new controls will come into force concerning outdoor advertising in Britain. Under the new procedure, if the Advertising Standards Authority (responsible for all adjudications in non-broadcast advertising in the UK) upholds a complaint against a poster for breaching rules on taste, decency or social responsibility, a “poster alert” will be sent out to the outdoor industry. Advertisements for the product or service in question may then be subjected to a pre-checking procedure for a two-year period. This pre-checking would be carried out by members of the Committee of Advertising Practice (CAP), the industry body that writes and enforces the British Codes of Advertising and Sales Promotion.
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