Advertorial
Content in an editorial format that a marketer has paid for. CAP rule 2.4 requires it to be headed as an advertisement feature — the format itself is what creates the risk of confusion.
Related terms
One of the 32 commercial practices in Schedule 20 of the DMCC Act that are unfair in all circumstances. No need to sho…
CAP CodeThe UK Code of Non-broadcast Advertising and Direct & Promotional Marketing, written by the Committee of Advertising P…
Concealed incentivised reviewA review reflecting genuine experience but obtained in exchange for an incentive that is not disclosed. Incentivised r…
Control testThe second limb of the ASA's remit over influencer content: the brand must have some editorial control, which includes…
DMCC Act 2024The Digital Markets, Competition and Consumers Act 2024. Its consumer protection regime replaced the 2008 CPUT Regulat…
Financial promotionAn invitation or inducement to engage in investment activity, communicated in the course of business. Communicating on…
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