# UK advertising compliance
> Source: https://legalcode.md/skills/legalcode-uk-advertising-compliance | [HTML version](https://legalcode.md/skills/legalcode-uk-advertising-compliance)

Review UK advertising and marketing communications for compliance with the CAP Code (non-broadcast), BCAP Code (broadcast), ASA enforcement practice, CMA…

Review UK advertising and marketing communications for compliance with the CAP Code (non-broadcast), BCAP Code (broadcast), ASA enforcement practice, CMA consumer-protection expectations, pricing and discount claim rules, influencer and affiliate disclosure obligations, green and environmental claims, comparative advertising rules, distance selling disclosures, sector-specific restrictions (financial promotions, alcohol, gambling, food/nutrition/health, children's advertising, vaping/tobacco, crypto-assets), PECR and UK GDPR direct marketing obligations, and the Digital Markets, Competition and Consumers Act 2024 (DMCCA) consumer protection regime including fake reviews, drip pricing, and subscription contract obligations. Produces COMPLIANT / ADVISORY / NON-COMPLIANT / CRITICAL EXPOSURE findings with prioritised remediation and a Glass Box audit trail. Use when pre-clearing advertising copy or campaign materials before publication, assessing existing advertising against CAP/BCAP Code requirements, responding to ASA complaints or investigations, preparing for CMA consumer protection scrutiny, auditing influencer campaign compliance, reviewing green claims against CMA and ASA standards, assessing pricing promotions and discount claim compliance, or evaluating sector-specific advertising restrictions. Jurisdiction: England and Wales (primary); CAP Code applies UK-wide; BCAP Code governed by Ofcom; certain sector-specific rules (gambling, financial promotions) apply across UK with separate devolved enforcement.

This skill assesses advertising and marketing communications for compliance with UK self-regulatory codes and consumer protection law, identifies compliance gaps, classifies their severity, and produces a prioritised remediation roadmap with clear next steps. **Covers:** - CAP Code (UK Code of Non-broadcast Advertising and Direct & Promotional Marketing) — all sections including recognition, misleading advertising, harm and offence, pricing, testimonials, environmental claims, comparative advertising, and distance selling - BCAP Code (UK Code of Broadcast Advertising) — broadcast-specific rules for TV and radio, including scheduling, children's advertising, and alcohol - ASA enforcement practice — complaints procedure, investigation responses, proactive monitoring, and escalation pathways - CMA consumer-protection expectations — DMCCA 2024 unfair commercial practices, drip pricing, fake reviews, subscription contract rules - Pricing and discount claims — "was/now" reference prices, "free" claims, mandatory fees, sale advertising, dynamic pricing disclosure - Influencer and affiliate marketing disclosures — CAP Code Section 2 recognition rules, "#ad" requirements, paid partnership labels, affiliate link disclosure - Green and environmental claims — CMA Green Claims Code, ASA October 2025 guidance, net zero and carbon neutral substantiation requirements - Comparative advertising — Business Protection from Misleading Marketing Regulations 2008 (BPRs), conditions for permissible comparisons - Distance selling and online advertising ...

## Jurisdictions

United Kingdom — England Wales



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