crucial section for anyone doing direct marketing and collecting or using customer information. Covers consent (opt in and opt out), retention of information and suppression requests. 11 Environmental claims Rules about making ‘green’ claims for products or services. Rules cover evidence, the clarity of claims and ‘life cycle’ of products. 12 Medicines, medical devices, health-related products and beauty products A high level of scrutiny is applied to marketing communications for such products or treatments. These rules cover evidence levels (very high levels needed for medicinal claims); suitable qualifications for those claiming to treat; medicines rules; herbal and homeopathic product rules; cosmetics and hair growth / loss. 13 Weight control and slimming Rules for ads for weight control, slimming foodstuffs and aids, including exercise; diets, clinics and medicines. Rules cover the targeting of ads as well as the content. 14 Financial products Rules for financial marketing communications that are not regulated by the FCA or Trading Standards. 15 Food, food supplements and associated health or nutrition claims Rules relating to health and nutrition claims in foodstuffs; claims for vitamins and minerals; infant and follow on formula and food and soft drinks marketing to children. 16 Gambling Social responsibility rules for gambling and spread betting. The rules cover content and targeting are designed to protect under 18s and the vulnerable. 17 Lotteries Social responsibility rules that apply to lotteries (including The National Lottery; Gambling Commission licensed lotteries and locally registered lotteries) 18 Alcohol Social responsibility rules for alcoholic drinks. The rules cover content and targeting are designed to protect under 18s and the wider population. 19 Motoring Social responsibility rules for motor vehicles, covering safety, speed and irresponsible or anti-social driving behaviours. 20 Employment, homework schemes and business opportunities Rules that require clarity of the nature of employment and business opportunities, including display of earnings and any commitments required from consumers. Section covers employment agencies, homework schemes, business opportunities, vocational training and instruction courses. 21 Tobacco, rolling papers and filters Rules to prevent promotion of smoking via ads for non-tobacco products. 22 Electronic cigarettes Rules that apply to the marketing communications for electronic cigarettes and related products. Additional information Preface: Information about the industry committee (CAP) that writes the Code and why they are committed to high standards in marketing communications. Scope of the Code: What the Code does – and does not – apply to. How the ASA assesses ads, including