UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) is the rule book for non-broadcast advertisements, sales promotions and direct marketing communications (marketing communications).
This Code must be followed by all advertisers, agencies and media.
The Code is enforced by the Advertising Standards Authority, who can take steps to remove or have amended any ads that breach these rules.
Download a full PDF version of the Code:The CAP Code.pdf
Please remember that the Advertising Codes are kept up to date on a regular basis. If you plan to work from downloaded copies we strongly advise that you sign up to receive our newsletters, to make sure you’re aware of any changes.
You can also use our online version of the Codes, which helpfully links sections to further advice, Advertising Guidance and other relevant sections of the Code.