This means marketing communications other than TV or radio adverts, for example on websites and social media accounts and in leaflets, catalogues and sales letters.

In general, the CAP Code requires adverts to be legal, decent, honest and truthful. It also sets specific standards for advertising certain types of product and service, for example cosmetic and health products.

The CAP Code applies to advertisers, advertising agencies and media owners. It is written and updated by the Committee of Advertising Practice (CAP), which consists of professional bodies such as the Advertising Association and the Direct Selling Association and acts as a self-regulatory body for the non-broadcast advertising industry.

The CAP Code is administered and upheld by the Advertising Standards Authority (ASA), which can refer non-complying marketers to National Trading Standards for prosecution under consumer and business protection legislation.

This factsheet provides an introduction to the CAP Code and explains who must comply with it and how it is enforced.