The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) is the rule book for non-broadcast advertisements, sales promotions and direct marketing communications in the United Kingdom. It is written and maintained by the Committee of Advertising Practice (CAP) and administered by the Advertising Standards Authority (ASA). The 12th edition of the CAP Code came into force in September 2010. The 12th version was released because the digital remit of the ASA was to be extended to cover online marketing communications, for example banner advertising, popup windows, pay-per-click campaigns, social media and online video. Website owners were given a 6-month period of grace to ensure that their websites and online marketing comply with the new CAP Code rules. The rules came into full force on 1 March 2011. Sections There are 22 sections of the code and must be followed by all advertisers, agencies and media. The Code is enforced by the Advertising Standards Authority. 01 Compliance Rules relating to social responsibility; legality and fair competition. It also spells out that the ASA applies the Code in the spirit, as well as the letter. 02 Recognition of marketing communications Rules about making sure material is clearly identifiable as marketing communications / advertisements / advertorials. 03 Misleading advertising A key and extensive section of the Code, containing rules such as substantiation (evidence to prove claims); pricing; the use of the word ‘free’; availability of products, comparisons, testimonials and more. 04 Harm and offence Rules to ensure that ads do not cause harm or serious or widespread offence. Includes rules relating to shock tactics, unsafe practices and photosensitive epilepsy. 05 Children Rules that must be followed if directing ads at children or featuring them. Includes rules about unsafe practices and unfair pressure; pester power and sales promotions for children. 06 Privacy Rules about depicting members of the public; referring to people with a public profile; implying endorsement and the Royal Family. 07 Political advertisements Clarification of when the Code applies to political advertisements. 08 Promotional marketing An important section about promotions (e.g. competitions, prize draws, instant wins, front page flashes, charity promotions etc.) and incentive schemes. The rules cover the administration of the promotion, as well as the publicity. 09 Distance selling Rules governing marketing communications that allow readers to place orders without face-to-face contact with the seller. Covers cancellation; fulfilment of orders and refunds. 10 Database practice A