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Advertising Standards Authority Advice for Small Businesses


The UK advertising rules (known as the ‘CAP Code’ and ‘BCAP Code’), apply to businesses based in the UK and everyone who markets or advertises their business in ‘UK media’, from a sole trader right through to a global conglomerate. These rules help ensure consumers are treated fairly, and that businesses benefit from a level playing field.


The Advertising Standards Authority (ASA) has created a new resource especially for small businesses. The resource is made up of a collection of materials to help businesses understand advertisement rules and how best to follow them. Topics include how to avoid misleading consumers, details on pricing claims and how to responsibly market promotions and competitions.


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