UK advertising industry launches public consultation

The Committee of Advertising Practise (CAP) and the Broadcast Committee of Advertising Practise (BCAP), the bodies responsible for advertising codes in the UK have launched a public consultation on the rules that govern what advertisers can and cannot say. These codes are independently administered by the Advertising Standards Authority (ASA).

The 12-week public consultation follows an extensive review of advertising codes in the UK and is the first time that all codes have been reviewed at the same time. The aim of the review is to ensure codes remain relevant and effective for the benefit of consumers and advertisers.

The proposed changes fall into four areas – enhanced protection for children, social responsibility, health and consumer protection, in particular green claims, although cosmetics are not specifically mentioned in the codes.

The news has been met with cautious optimsim by the Cosmetic, Toiletry & Perfumery Association (CTPA). "This public consultation is welcomed as the next step in the anticipated revision of the Codes of Advertising Practice relating to all aspects of broadcast and print advertising and covering all sectors," commented Chris Flower, director general, CTPA. "The cosmetics industry will be responding with comments in due course as we believe responsible self-regulation in advertising coupled with clear guidance and efficient monitoring is in the best interests of both advertisers and consumers."

Information on the consultation can be found at www.cap.org.uk