CANON · REGULATION / UK-ASA-CAP

UK Advertising Standards Authority — CAP & BCAP Codes

DefinedTerm · Legislation

The CAP Code (non-broadcast) and BCAP Code (broadcast) require all UK advertising to be legal, decent, honest, and truthful. ASA has published specific guidance on environmental claims (2023): ads must not imply a product's overall environmental impact is neutral or positive without robust lifecycle evidence. Upheld rulings require advertisers to hold substantiating evidence before publication — not after a complaint. Penalty: ad removal, referral to Trading Standards, and reputational sanctions.

TERM CODE: uk-asa-cap
LEGISLATION IDENTIFIER: ASA CAP/BCAP Code
LEGISLATION JURISDICTION: United Kingdom
LEGISLATION LEGAL FORCE: https://schema.org/InForce
EXTERNAL REFERENCE: https://www.asa.org.uk/codes-and-rulings/advertising-codes/non-broadcast-code.html
ADDITIONAL PROPERTY: in-effectstatus Any brand advertising products in UK channels — digital, print, broadcast, social — that makes environmental or sustainability claims must hold signed evidence before publication. Market3 claim records and evidence hashes are the documentation ASA requires advertisers to hold.reason appliesSectors green-claims,uk-exportappliesTriggers appliesMaterials 4jurisdictionRank [{"id":"attestation:*","label":"Independent attestation"}]requiresFields

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