In what way should the UK CAP Codes (CAP/BCAP Codes) be reformed?
“The alcohol industry spends more than £800 million annually in the UK on promotion” (Cabinet Office, 2003). This is one example why the Committee of Advertising Practice (CAP) codes and the Broadcast Committee of Advertising Practice (BCAP) codes are important in order to protect the vulnerable from this vast industry and maintain the public’s confidence in advertising. Consistent changes to our media and methods of communications has led to a dramatic impact on marketing methods and their extent thus requiring the codes to be consistently updated. It is possible to argue that the UK CAP codes have failed to keep up with these changes and need to be reformed especially when looking at alcohol advertising. The power, speed and volume of marketing communications has significantly increased in recent years and advertising now poses many challenging questions to its own regulations (alcoholconcern, 2011).
The CAP codes are a code of practice which govern non-broadcast and broadcast adverts, marketing communications and sales promotions. The aim of the UK CAP codes is to lay down the rules for all advertisers, agencies and media industries (CAP, 2013). The codes simply do not focus just on goods and services, but they also enforce regulations on marketing communications which promote causes and ideas, however the codes do not cover political advertising. The advertising industry has taken the view that a self-regulatory code is required in order to protect consumers, maintain the effectiveness in advertising, fill in the gaps where the law is non-existent and preserve consumer confidence in advertising. The CAP codes are extremely thorough but the general rules are that advertising must be responsible by not misleading the consumer, obey specific rules related to children and finally follow the rules