IP & Legal
ASA & CAP Compliance
The ASA and CAP codes decide what you can and can’t say in your advertising, and getting a claim wrong can mean a public ruling and a scramble to rewrite. I help you make claims you can stand behind, check your advertising before it goes out, and keep a steady hand if a complaint ever lands.
Where I come in
- Substantiating claims. Making sure what you say about your product, results or accreditations can actually be backed up, which is where most complaints are won or lost.
- Pre-publication review. Checking websites, ads, emails and social posts against the CAP Code before they go live, rather than after a complaint.
- Testimonials and endorsements. Using reviews, case studies and “as approved by” claims in a way the codes actually allow.
- Comparisons done safely. Making claims about competitors that stand up, instead of ones that invite a ruling.
- Responding to the ASA. A calm, structured response if a complaint or ruling comes your way, and putting things right where they genuinely need it.
- Challenging rule-breakers. Holding competitors to the same standards when their advertising crosses the line: something I’ve done, successfully.
How I work
This is ground I know from the inside. In my own sector I’ve taken advertising-standards complaints through the ASA and had them upheld, and I keep a close eye on where competitors’ claims cross the line. The codes run to a lot of detail, but the principle underneath most of them is simple: don’t say what you can’t prove. And I know how the ASA reads that in practice.
I’ll review what you’re putting out, flag the claims that would struggle if challenged, and help you word them so they’re both compelling and defensible. And if a complaint has already landed, I’ll help you respond properly rather than panic.
An honest note
The ASA is a self-regulatory body, not a court, and this isn’t legal advice. What I bring is practical, hands-on knowledge of how the ASA and CAP codes work and how they’re applied, gained from actually using the process. If something strays into formal legal territory, I’ll tell you when a solicitor should take over.
Common questions
What are the ASA and CAP codes?
The CAP Code is the rule book for non-broadcast UK advertising (your website, emails, social posts and ads), and the ASA is the body that enforces it by investigating complaints. In short: the codes set out what you’re allowed to claim, and the ASA is who rules on it if someone objects.
Can you guarantee the ASA won’t rule against me?
No one honestly can; the ASA reaches its own decisions. What I can do is substantially reduce the risk, by making sure your claims are properly substantiated and worded to the code, so that if you’re ever challenged you’re on solid ground.
A complaint has already been made about my advertising. Can you help?
Yes. I’ll help you understand what’s being alleged, put together a structured response, and correct anything that genuinely needs it, calmly and quickly. Having been through the process myself, I know what the ASA is looking for.