Relevant Code Clause

The Code Clause(s) below is taken from the edition of the Advertising Code(s) that applied at the time the adjudication was published.

This might not necessary be the current version of the Advertising Code(s). For the current up-to-date Code clause please go to the  Advertising Codes section on CAP website.

3 Substantiation

• 3.1
  Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation.
  Relevant evidence should be sent without delay if requested by the ASA or CAP.  The adequacy of evidence will be judged on whether it supports both the detailed claims and the overall impression created by the marketing communication.  The full name and geographical business address of marketers should be provided without delay if requested by the ASA or CAP.
• 3.2
  If there is a significant division of informed opinion about any claims made in a marketing communication they should not be portrayed as generally agreed.
• 3.3
  Claims for the content of non-fiction books, tapes, videos and the like that have not been independently substantiated should not exaggerate the value, accuracy, scientific validity or practical usefulness of the product.
• 3.4
  Obvious untruths or exaggerations that are unlikely to mislead and incidental minor errors and unorthodox spellings are all allowed provided they do not affect the accuracy or perception of the marketing communication in any material way.