The code applies to advertisements across various media formats including print, electronic, online and public spaces. It covers marketing databases and sales promotions. The central principles are that all marketing communications must be legal, decent, honest and truthful. Marketers must also act with responsibility towards consumers and society. The basic rules of compliance are that marketing must be legal and truthful, reflect the spirit of the code, act responsibly, comply with relevant rules, respect fair competition, and cooperate with regulatory bodies. Marketers must also deal fairly with consumers.

1. Task 12 - Codes of Practice
What the code applies to
The code applies to advertisements in newspapers, magazines, brochures, leaflets, circulars,
mailings, e-mails, text transmissions (including SMS and MMS), fax transmissions, catalogues, followup literature and other electronic or printed material.
Posters and other promotional media in public places, including moving images like cinema, video,
DVD and Blu-ray advertisements.
Advertisements in non-broadcast electronic media, including but not limited to: online
advertisements in paid-for space (including banner or pop-up advertisements and online video
advertisements) paid-for search listings; preferential listings on price comparison sites; viral
advertisements in-game advertisements; commercial classified advertisements; advert games that
feature in display advertisements; advertisements transmitted by Bluetooth; advertisements
distributed through web widgets and online sales promotions and prize promotions.
Marketing databases containing consumers’ personal information.
Sales promotions in non-broadcast media.
Advertisements and other marketing communications by or from companies, organisations or sole
traders on their own websites, or in other non-paid-for space online under their control, that are
directly connected with the supply or transfer of goods, services, opportunities and gifts, or
whichconsist of direct solicitations of donations as part of their own fund-raising activities.
What are the central principles of the code?
The central principle for all marketing communications is that they should be legal, decent, honest
and truthful. All marketing communications should be prepared with a sense of responsibility to
consumers and society and should reflect the spirit, not merely the letter, of the Code.
Marketers should use the ASA website (www.asa.org.uk) or the CAP website (www.cap.org.uk) to
inform themselves of recent ASA adjudications, the latest text of the Code and CAP guidance on the
Code.
The fact that a marketing communication complies with the Code does not guarantee that every
publisher will accept it. Media owners can refuse space to marketing communications that break the
Code and are not obliged to publish every marketing communication offered to them.The ASA/CAP
self-regulatory system is recognised by the Government, Office of Fair Trading and the Courts as one
of the “established means” of consumer protection in non-broadcast marketing communications.
Any matter that principally concerns a legal dispute will normally need to be resolved through law
enforcement agencies or the Courts.The ASA and CAP will treat in confidence any genuinely private
or secret material supplied unless the Courts or officials acting within their statutory powers compel
its disclosure.

2. What are the basic rules of compliance for the code?
1) Marketing communications should be legal, decent, honest and truthful.
2) Marketing communications must reflect the spirit, not merely the letter, of the Code.
3) Marketing communications must be prepared with a sense of responsibility to consumers
and to society.
4) Marketers must comply with all general rules and with relevant sector-specific rules.
5) No marketing communication should bring advertising into disrepute.
6) Marketing communications must respect the principles of fair competition generally
accepted in business.
7) Any unreasonable delay in responding to the ASA’s enquiries will normally be considered a
breach of the Code.
8) The full name and geographical business address of the marketer must be given to the ASA
or CAP without delay if requested.
9) Marketing communications must comply with the Code. Primary responsibility for observing
the Code falls on marketers. Others involved in preparing or publishing marketing
communications, such as agencies, publishers and other service suppliers, also accept an
obligation to abide by the Code.
10) Marketers should deal fairly with consumers.
List all the different sections of advertising which the code covers