BCAP (British Code of Advertising Practice)

The British Code of Advertising Practice (BCAP) is a set of rules that governs advertising standards in the UK. Managed by the Advertising Standards Authority (ASA), it ensures ads are legal, honest, and respectful. The BCAP covers everything from truthful claims and responsible content to avoiding discrimination and safeguarding children. Its goal is to protect consumers from misleading or harmful advertising while allowing businesses to promote their products fairly. Compliance with BCAP helps maintain trust and integrity in the advertising industry.