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Video on Demand – new information from CAP

Committee of Advertising Practice news update CAP News

Video on Demand (VOD) a difference a note makes

17 August 2012

It’s been two years since the ASA was designated by Ofcom to co-regulate advertising included within notifiable on-demand programme services, or video-on-demand (VOD) services as they’re more commonly known. Advertising in VOD services was already subject to the CAP Code by then, and marketers bore the primary responsibility for ensuring that their advertising complied with the CAP Code. What changed in late July 2010 was that a new set of rules, derived from the Communications Act 2003 (as amended), became the responsibility of the ASA to enforce – and they were to be enforced against VOD service providers. 

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Do you use the word "Independent" in your advertising copy?

Another excellent article from CAP – 

The Committee of Advertising Practice

Independence and Impartiality

05 July 2012

A fundamental cornerstone of the CAP and BCAP Codes is that marketing communications must not materially mislead or be likely to do so. An ad can mislead by ambiguity, through presentation or by omitting important information. When considering presentation, advertisers should take care to think about the likely message that consumers will take from a claim. The ASA has investigated several complaints about companies that claim to be “independent” or “impartial”. Most recently, those investigations have been in the estate agency sector, where consumers might infer that independent operators offer greater local and specialist knowledge; and the funeral services sector, where consumers might attribute an “independent” business with a greater degree of empathy or personal service at a time of grief or vulnerability. 

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Regulations governing both your website and your use of social media

The following articles all relate to the new regulations which came into force on 1st March 2011 governing both your website and your use of social media