The CAP Code is being extended to apply to material on
organisations' own websites. The CAP Code is a code of practice
governing the content of adverts and marketing communications. It
is administered by the Advertising Standards Authority. At the
moment, the Code applies to advertisements in newspapers, journals,
posters, emails and text messages, pop-up ads, banner ads and
keyword advertising with Internet search engines. The scope of
coverage in the digital world had been limited in non paid-for
space online. That is now going to change.
With effect from 1 March 2011, the CAP Code will apply to
advertisements and other marketing communications on
advertisers' own websites and in other non paid-for space
online under their control. A three stage test will be undertaken
to see if a particular advert is covered, but essentially
businesses will be safest just to assume that any material about
them or their goods or services on their own websites or on any
social media
