Advertising Standards

27.07.2017 Posted by Saranne DaviesSaranne Davies

Advertising your business is easy peasy..


You have a wonderful product, a great message and you want your customers to give you their hard earned cash.

Your concept and message, so you believe, is going to blow the socks off your competitor, quite simply. What’s more it’s witty, humorous and you’ve got a great carrot to dangle in front of their noses.


It’s all looking great in your head but then.. horror.. your advertising contact shoots it all down in flames.

It’s a NO to the artwork, it’s a NO to the offer, it’s a NO to alot of things.


What?  Why?  


It’s not just a matter of them being picky or looking to to be too fussy for YOUR own good.  If something is amiss in your advert, it could get you and your brand into deep water with the powers that be.  Advertising standards have become more stringent in the light of many legislative changes and high profile cases in recent years, and quite simply, they are there to protect us all be it Business, Agency or Consumer.


Just who are the “powers that be” you ask and just what are these standards?


Rules and guidelines state amongst other things that:


  • An Advert has to be identifiable as one – i.e if it’s included in an article or email, the email should be clearly recognisable as a marketing or sales email.
  • An advert has to be clear and not mislead – i.e. you should be clear what a product is, it has to be available widely unless stated, it has to be clear on what the item is to cost or what purchasing one would entail, all financial implications should be clearly communicated.
  • It has to be honest.  For instance, you should have the stock you purport to hold before selling it and not actually use it as a lure to attin purchases elsewhere.
  • An advert should not cause harm or offence and neither should a product .
  • There are certain products you cannot sell.


And that’s just a few of the core principles.  You may wish to read more by clicking on the link below.


ASA & CAP – Rules & Guidelines


The Advertising Standards Authority (ASA) is the UK’s independent advertising regulator. The ASA makes sure ads across UK media stick to the advertising rules (the Advertising Codes).

The Committee of Advertising Practice (CAP) is the sister organisation of the ASA and is responsible for writing the Advertising Codes. The ASA and CAP are committed to regulating in a way that is transparent, proportionate, targeted, evidence-based, consistent and accountable.


Here’s what you can and cannot do when it comes to advertising your business and products.