What is the British Code of Advertising, Sales Promotion and Direct Marketing?
The Code is rules agreed by the advertising industry and endorsed by the ASA. The Code requires all forms of non-broadcast advertising to be legal decent, honest and truthful and to be prepared with a sense of responsibility to both consumers and society. In addition to general rules, the Code contains specific rules on areas of particular concern such as advertising to children, advertising of alcohol and health and beauty products and therapies. The Code can be viewed and downloaded from the ASA website, or can be obtained by contacting the ASA.
