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Committee of Advertising Practice (CAP)

What is the ‘Committee of Advertising Practice (CAP)’?

CAP is the acronym for the Committees of Advertising Practice. The Committees of Advertising Practice is administered by the Advertising Standards Authority (ASA) and both write and maintain the Advertising Codes for the United Kingdom. CAP works with advertisers across a broad range of media and industries – including gambling – to ensure that companies comply with the rules set out in the Advertising Codes. The UK’s advertising system is self-regulatory, based on agreements between media, agencies and advertisers who commit to high standards of advertising. While the Codes have lawful requirements, there are also many rules that are not required by law but are respected by all parties in order to provide advertising that is honest and truthful to consumers.

‘Committee of Advertising Practice (CAP)’ Explained

The Committee of Advertising Practice and the Broadcast Committee of Advertising Practice (BCAP) work closely together to ensure the upkeep of the Advertising Codes. Both committees are independently overseen by the Advertising Standards Authority (ASA) and are made up of media representatives, such as advertisers and broadcasters.

Advertising that promotes gambling and gaming is expected to adhere to the Advertising Codes. CAP provides guidelines and advice for companies who wish to advertise gambling and betting. Many of the guidelines focus on gambling companies having a responsibility to not encourage young or underage people to start gambling. Betting advertisers are expected to be socially responsible and not portray gambling that could lead to financial, emotional or social harm. The Advertising Codes also discourage any form of advertising that might condone or encourage criminal or anti-social behavior.

Advertisements that portray gambling as a solution to financial problems, or which link alcohol to gambling, are the most common types of advertising which will be investigated under CAP.