Lesson plan

CAP code

The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) is the rule book for non-broadcast advertisements, sales promotions and direct marketing communications in the United Kingdom. It is written and maintained by the Committee of Advertising Practice (CAP) and administered by the Advertising Standards Authority (ASA). The 12th edition of the CAP Code came into force in September 2010. The 12th version was released because the digital remit of the ASA was to be extended to cover online marketing communications, for example banner advertising, popup windows, pay-per-click campaigns, social media and online video. Website owners were given a 6-month period of grace to ensure that their websites and online marketing comply with the new CAP Code rules. The rules came into full force on 1 March 2011.

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Article summary

The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) is the rule book for non-broadcast advertisements, sales promotions and direct marketing communications in the United Kingdom. It is written and maintained by the Committee of Advertising Practice (CAP) and administered by the Advertising Standards Authority (ASA). The 12th edition of the CAP Code came into force in September 2010. The 12th version was released because the digital remit of the ASA was to be extended to cover online marketing communications, for example banner advertising, popup windows, pay-per-click campaigns, social media and online video. Website owners were given a 6-month period of grace to ensure that their websites and online marketing comply with the new CAP Code rules. The rules came into full force on 1 March 2011.

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Discussion questions

  1. Summarise the article in your own words. Which single claim would you verify first, and why?
  2. Which claim in this article is most likely to be revised as the sources update? How would you check its current status?
  3. If two sources disagreed about one of these facts, what would you need in order to trust one over the other?

Bibliography

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Key claims and bibliography are generated from the same tracked claims and sources as the article page.