Advertising Standards Authority

http://www.cap.org.uk/cap/codes/cap_code/
from looking at the advertising standards authority website i found many rules that advertisers have to follow in order to launch the advert such as what they can and cannot show. And how all advets must be legal, decent, honest and truthful, how marketers should not exploit the innocence, lack of knowledge or inexperience of consumers. The marketing communication also shouldn't mislead, or be likely to mislead, by inaccuracy, uncertainty, exaggeration, or vagueness.

Advertising standards authority
The CAP Code - Rules
PRINCIPLES
· All marketing communications should be legal, decent, honest and truthful. Marketers should not exploit the innocence, lack of knowledge or inexperience of consumers. No marketing communication should mislead, or be likely to mislead, by inaccuracy, uncertainty, exaggeration, vagueness or otherwise.
· Marketing communications must not exclude, hide or provide an unclear, meaningless, vague or inappropriate information if that error or presentation is likely to affect consumers’ decisions about whether and how to buy the advertised product, unless the information is clear and understandable from the context.
· No marketing communication should bring advertising into disrepute (disrespect or disgrace)
· Marketing communications should contain nothing that is likely to cause serious or widespread offence they are urged to consider public sensitivities before using potentially offensive material. - Particular care should be taken to avoid causing offence on the grounds of race, religion, sex, sexual orientation or disability.
· Marketers may give a view about any matter, including the qualities or desirability of their products, provided it is clear that they are expressing their own opinion rather than stating a fact.
· Marketers should not unfairly portray or refer to people in an unpleasant or offensive way. Marketers are urged to obtain written permission before they do.