CAP Code Rules — What We Check and Why

CAP Code Rules — Complete Reference for Compliance Checking

For Plain Chatbot: This knowledge base answers CAP rule questions at two levels. If someone asks about a specific rule in the first 9 sections (CAP 2, 3, 4, 11, 12, 13, 15, 16, 18), pull the full guidance here. For all other rules, use the Quick Reference section and direct them to the ASA Code. If someone asks repeatedly about a rule not in the full sections, flag it to the support team for potential expansion.

What is the CAP Code?

The CAP Code (Committee of Advertising Practice Code) is the rulebook for non-broadcast advertising in the UK. The Advertising Standards Authority (ASA) enforces it. Any marketer running ads in the UK — whether on social media, websites, print, or other channels — must comply.

The rules exist to protect consumers: they stop misleading claims, protect vulnerable groups (like children), prevent harm, and ensure transparency.

How we use it

Our CAP sidekick checks your asset against these rules and surfaces issues. Not every rule can be checked by looking at your creative alone — some require evidence outside the ad (like proof of a claim's truth, or your business registration). We focus on rules where the violation is visible in your asset.

Full Guidance Sections

CAP 2 — Recognition of marketing communications

What it means: Your ad must be obviously identifiable as marketing, and your commercial interest must be clear.

Why it matters: Consumers deserve to know they're looking at an ad, not impartial editorial. This stops deceptive advertorials and influencer posts hiding sponsorship.

What we check for:

• Is it clear this is a paid ad? (missing #ad, #sponsored tags on influencer posts)

• Is the commercial relationship hidden? (e.g., an influencer posting about a brand they secretly own)

• Is it dressed up to look editorial when it's advertising?

Common violations:

• Influencer posts without disclosure — influencer posts about a product they're paid to promote but doesn't include #ad or a clear sponsorship label

• Advertorials without labelling — content that looks like a news article but is actually paid advertising

• Affiliate links hidden — product recommendations that don't disclose the marketer's financial interest

How to resolve:

• Always include clear labelling: #ad, #sponsored, [Paid partnership], or similar language

• If you're posting through an influencer or affiliate, make the commercial relationship visible upfront

• Advertorials must be clearly marked as advertising — not hidden in the editorial flow

Reference: CAP Code 2 — Recognition of marketing communications

CAP 3 — Misleading advertising

What it means: Your ad must not materially mislead or be likely to do so. Claims must be backed by solid evidence.

Why it matters: This is the broadest, most-enforced rule. Misleading claims erode trust and harm consumers.

What we check for:

• Unsubstantiated claims — "fastest on the market" without proof, "clinically proven" without studies

• Exaggeration dressed as fact — using superlatives like "best" or "only" when you can't prove it

• Selective pricing — showing a price that's no longer available or only available under certain conditions

• Implied claims — visual suggestions that aren't explicitly stated but are misleading nonetheless

• Comparisons that don't hold up — claiming you're better than competitors without evidence

• False before/after imagery — photos that exaggerate or misrepresent results

Common violations:

• "The best [product] on the market" without testing all competitors

• "Clinically proven" or "dermatologist recommended" without proper studies

• Prices that are outdated or only apply to certain customers

• Before/after images that exaggerate or misrepresent results

• Claims about product performance ("loses 5kg in a week") without evidence

How to resolve:

• Only make claims you can prove with evidence (studies, test results, testimonials, certifications)

• If you claim superiority, be ready to defend it with objective data

• If you quote a price or make a comparison, make sure it's current and fair

• Be clear about the conditions under which your claim is true

• Avoid exaggeration — "powerful" is OK if you can explain why; "the only one that works" is much harder to defend

Reference: CAP Code 3 — Misleading advertising

CAP 4 — Harm and offence

What it means: Your ad must not contain anything that is likely to cause serious or widespread offence, especially on protected grounds (gender, race, disability, age, religion, sexuality, etc.). It also must not glorify harm or put people at risk.

Why it matters: Advertising shapes culture. The ASA enforces this to prevent discrimination and protect vulnerable groups.

What we check for:

• Offensive stereotypes — depicting women, men, minorities, older people, disabled people, or any group in ways that demean them

• Glorification of harm — images that make weapons, violence, self-harm, or dangerous behaviour look attractive

• Sexual objectification — using nudity or sexualization gratuitously, especially in ways that reinforce harmful stereotypes

• Religious intolerance — mocking or disrespecting faith

• Dangerous behaviour — showing risky actions without warnings

Common violations:

• Ads that depict women primarily as sex objects or men as aggressive

• Imagery that makes weapons, drugs, or violence look cool

• Jokes that rely on age, disability, or ethnic stereotypes

• Products advertised in ways that could encourage harmful behaviour

• Disrespectful treatment of religious symbols or beliefs

How to resolve:

• Avoid stereotypes. If you're depicting a group, show them with agency and respect

• Don't glorify harm — if you show something risky, show the consequences or include a clear warning

• Test your creative with people from different backgrounds before launch

• Avoid imagery that sexualizes anyone

• For ads likely to reach children, extra caution applies

Reference: CAP Code 4 — Harm and offence

CAP 11 — Environmental claims

What it means: If you make environmental or sustainability claims — "eco-friendly," "carbon neutral," "sustainable," "organic" — they must be clear, specific, and backed by evidence. Vague green claims without proof are prohibited (this is called "greenwashing").

Why it matters: Consumers care about the environment and want to make responsible choices. Fake green claims mislead them and undermine genuine efforts.

What we check for:

• Vague claims without backing — "eco-friendly" or "natural" with no explanation of what that means

• Absolute claims without evidence — "100% sustainable" or "completely carbon neutral" need very high-level proof

• Misleading scope — claiming a product is "green" when only a small part of it is

• Hidden trade-offs — highlighting one green aspect while ignoring significant environmental harm elsewhere

• Unverified certifications — using green-sounding labels that aren't from recognised bodies

Common violations:

• "Eco-friendly" with no explanation

• "Carbon neutral" without showing the calculations or offsetting

• "Made from recycled materials" when it's only partially recycled

• "Sustainable" without specifying what aspect is sustainable

• Using green language/imagery without actual environmental benefit

How to resolve:

• Be specific about your environmental claim — what exactly is green? (e.g., "made from 80% recycled plastic" not just "made from recycled materials")

• Back it up with evidence or a recognised certification

• Avoid absolute claims unless you have very strong proof

• Be clear about the scope — if only part of your product is green, say so

• Use recognised ecolabels (FSC, PEFC, etc.)

Reference: CAP Code 11 — Environmental claims

CAP 12 — Medicines, medical devices, health-related products and beauty products

What it means: Prescription-only medicines and medical treatments cannot be advertised to the public. Health claims about other products (beauty, wellness, supplements) must be substantiated and not misleading.

Why it matters: People make health decisions based on ads. False health claims cause real harm — people may delay treatment, spend money on ineffective products, or put themselves at risk.

What we check for:

• Prescription-only products advertised to consumers — ads promoting medicines that require a doctor's prescription

• Unsubstantiated health claims — "cures," "treats," "prevents," or "heals" without evidence

• Medical device claims without proof — "clinically tested" or "dermatologist approved" without studies

• Misleading beauty claims — exaggerated transformation promises or false before/afters

• Disease or serious condition claims — suggesting a product can address serious health issues

Common violations:

• Promoting Botox, prescription antibiotics, or other Rx-only products to the general public

• "Reduces wrinkles by 90%" without independent testing

• "Cures acne" or "prevents cancer" (prohibited language)

• "Clinically proven" on beauty products without backing studies

• Before/after photos that exaggerate results

How to resolve:

• Never advertise prescription medicines or treatments to the public — only to healthcare professionals

• Avoid disease language ("cures," "prevents," "treats serious conditions")

• For health claims (even on supplements or wellness products), have published research backing it

• For beauty claims, use realistic language and avoid exaggerated before/after imagery

• If you use "clinically tested," be ready to show the study

• Get professional legal/compliance review for medical or health products

Reference: CAP Code 12 — Medicines and health products

CAP 13 — Weight control and slimming

What it means: Claims about weight loss, slimming, or body transformation must be truthful, substantiated, and not misleading or harmful — especially regarding speed or easiness of weight loss.

Why it matters: Weight-loss ads can feed into eating disorders and unhealthy behaviours. The ASA is strict about this to protect vulnerable consumers.

What we check for:

• Exaggerated weight-loss claims — "lose 2 stone in 2 weeks" or similar without evidence

• False before/after photos — images that don't represent realistic results

• Misleading ease claims — "effortless weight loss" or "no diet needed" when there's no evidence

• Unsubstantiated product claims — "scientifically proven" or "guaranteed" weight loss without studies

• Celebrity testimonials — claims that a specific person lost weight using your product without proper evidence

Common violations:

• Before/after photos showing unrealistic transformations

• "Lose 5kg in a week" without evidence or disclaimer

• "Works without exercise or diet" when untrue

• Celebrity endorsements without proof they used the product

• "Money-back guarantee of weight loss" (too absolute)

How to resolve:

• Use realistic before/after photos — and be prepared to show they're genuine

• Include realistic timelines and caveats ("results vary," "combined with exercise and diet")

• Avoid absolute claims ("guaranteed," "effortless")

• If you use testimonials, make sure they're genuine and representative

• Have clinical evidence or at least user studies backing claims

• Avoid language that could feed disordered eating

Reference: CAP Code 13 — Weight control and slimming

CAP 15 — Food, food supplements and associated health or nutrition claims

What it means: Claims about food, nutrition, and health are heavily regulated. You can only make nutrition claims that are on an approved register, and any health claims must be evidence-based.

Why it matters: People make real decisions based on food claims — what they feed their families, how they manage health conditions. False claims cause harm.

What we check for:

• Unauthorised nutrition claims — using claims like "high in protein" or "low fat" that aren't on the approved EU Register

• Disease claims — suggesting a food can treat, cure, or prevent disease (e.g., "cures diabetes," "prevents cancer")

• Unsubstantiated health claims — "boosts immunity" or "supports joint health" without evidence from proper studies

• Misleading comparisons — "healthier than" or "better for you than" without proof

• Exaggerated nutrient content — claiming benefits of a nutrient without evidence

Common violations:

• "High in Vitamin C" without being on the approved register

• "Helps prevent heart disease" (disease claims are banned)

• "Boosts immunity" without scientific evidence

• Before/after photos or testimonials suggesting weight loss or health transformation

• Comparison claims like "healthier than [competitor]" without fair testing

How to resolve:

• Use only approved nutrition claims from the EU Nutrition Claims Register

• Never make disease or treatment claims

• For health claims (like "supports digestive health"), have published research backing the claim

• Avoid testimonials or before/after photos that imply health transformation

• If you compare to competitors, make it fair and evidence-based

• Include disclaimers about proper use (e.g., "as part of a balanced diet")

Reference: CAP Code 15 — Food and health claims

CAP 16 — Gambling

What it means: Gambling ads must be socially responsible, not target vulnerable people (especially young people or problem gamblers), and clearly state the odds and risks.

Why it matters: Gambling addiction is real. The ASA strictly regulates gambling ads to prevent targeting of minors and to ensure risks are clear.

What we check for:

• Appeal to under-18s — imagery, language, or themes that appeal to children (cartoon characters, bright colours, youth language, celebrities who appeal to kids)

• Misleading odds or winnings — overstating the likelihood of winning or the size of potential wins

• Encouragement of problem gambling — language suggesting gambling as a solution to problems or a path to easy money

• Missing or unclear risk statements — ads without clear information about odds, house edge, or addiction risks

• Targeting problem gamblers — ads suggesting gambling is a way to recover losses

Common violations:

• "Turn £10 into £1000!" without clear odds

• Ads using cartoon characters or youth influencers promoting gambling

• "Guaranteed wins" or language suggesting gambling is a reliable income source

• Missing responsible gambling messages

• Ads suggesting "bet big to win big" or "chase your losses"

How to resolve:

• Avoid any imagery, language, or influencers that appeal to young people

• If you claim winnings or odds, state them clearly and accurately

• Include prominent responsible gambling messaging (e.g., odds, addiction helpline number)

• Don't present gambling as a solution to financial problems

• Make clear that most people lose

• Include terms like "Please gamble responsibly" and provide links to Gamcare or similar

Reference: CAP Code 16 — Gambling

CAP 18 — Alcohol

What it means: Alcohol ads must be socially responsible, not target under-18s, and not encourage irresponsible drinking or link alcohol to sexual success, bravery, or other risky behaviours.

Why it matters: Alcohol is a regulated product with real health risks. Ads must not contribute to underage drinking or glorify harmful consumption.

What we check for:

• Appeal to under-18s — imagery, language, or celebrities that appeal to young people (youth culture references, young influencers, cartoon characters)

• Glamorisation of excess — showing heavy drinking as fun or aspirational

• Linking alcohol to sexual success or confidence — suggesting drinking makes you more attractive or confident

• Linking to driving or physical risk — ads showing alcohol with dangerous activities

• Missing age gates or restricted audience — particularly on digital/social media where minors can see it

Common violations:

• Sponsorship of youth-focused events (youth music festivals, gaming events)

• Ads using young influencers or showing young people drinking

• Messaging like "Get lucky tonight!" or suggesting alcohol enhances attractiveness

• No age verification on social media placements targeting alcohol

• Imagery showing people drinking and then driving or doing risky activity

How to resolve:

• Ensure creatives don't appeal to under-18s (no youth influencers, slang, or imagery they'd relate to)

• Don't link alcohol to sexual success, confidence, or bravery

• If showing consumption, show responsible drinking (one drink, food, non-alcohol alternatives available)

• Include age restrictions on all digital placements (18+ only)

• Include responsible drinking messages

• Avoid high-alcohol or novelty products marketed in youth-friendly ways

• Don't sponsor youth-focused events

Reference: CAP Code 18 — Alcohol

Quick Reference — All Other CAP Rules

For rules not covered above, use this table. If a customer asks about a specific rule in detail, provide the one-liner and ASA Code link, then flag the question for potential knowledge base expansion.

For full text and guidance on any of these, visit ASA Advertising Codes or search ASA rulings for precedent.

For Plain Chatbot: Handling Gap Questions

If someone asks a question about a rule not in the full 9 sections above:

1. Check the Quick Reference table

2. Provide the one-liner summary + link to the ASA Code rule

3. Add this response:

"We don't have detailed guidance on that rule yet. Here's the quick version: [summary]. For more, see [link].

If you're trying to check a specific ad, tell us a bit more — what are you trying to verify? This helps us know which rules to guide on more fully going forward."

4. Log the question to the support team so we can track which rules get asked about most and prioritize expansion

Example:

• Customer asks: "What is CAP 19.3 about?"

• Bot response: "CAP 19 covers hair removal services. Rule 3 specifically says claims about hair removal must be proven — permanent removal claims are really hard to defend. Link to CAP Code 19. What are you advertising? That'll help us give better guidance."

Still have questions?

• Full CAP Code: ASA Advertising Codes

• ASA Rulings (precedent): Search ASA cases to see how similar claims have been judged

• Guidance by topic: CAP Notes on specific claim types and scenarios

• Questions about your specific ad? Get in touch — we're here to help before you launch.

Last updated: August 2026. This guide reflects rules we can detect from your creative asset alone. Some CAP rules require evidence outside your ad — those are noted as DoD (Duty of Advertiser) excluded.