CAP (Committees of Advertising Practice)

The Committees of Advertising Practice (CAP) are part of the Advertising Standards Authority (ASA) in the UK, responsible for creating and maintaining the rules that govern advertising. Their role is to ensure ads are honest, legal, and not misleading, protecting consumers and maintaining fair competition. They develop the CAP Code, a set of guidelines covering all types of advertising, and work with advertisers and agencies to promote responsible practice. Brands are expected to follow these rules to ensure their advertising is truthful, respectful, and compliant with regulations.