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 Sales promotions

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 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
opportunties

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.