Obviously identifiable
The CAP rule 2.1 standard: a consumer must be able to tell content is advertising without effort, and before engaging with it. A label revealed only after tapping “more” fails the test.
Related terms
Content in an editorial format that a marketer has paid for. CAP rule 2.4 requires it to be headed as an advertisement…
Banned practiceOne 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…
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