Proposals to extend the CAP Code will give the ASA power to adjudicate on web site content…

The Advertising Standards Board of Finance has been working on plans to extend the current CAP Code to cover web site content which would bring statements made on web sites within the remit of the Advertising Standards Authority, the advertising watchdog. The CAP Code is a code of practice governing the content of adverts and marketing communications, and it is administered by the ASA. Although the Code does not have legal force, it is best practice to comply with it, as failure to do so can result in bad publicity and ultimately an inability to obtain advertising space. Currently, the CAP Code specifically excludes web site content, except sales promotions and advertisements in paid-for space. This loophole means that whilst banner ads appearing on a web site are within the ASA’s jurisdiction, any promotions made by that advertiser on its own web site are not. The ASA already receives more than 2,000 complaints each year about web site content which it cannot deal with in the absence of the proposed new powers.