Tag: Committee of Advertising Practice

Pushing the limits in email marketing?

I was on holiday when I saw the chalked sign: Free Beer. I was intrigued, but from the start the one thing I did not expect was any free beer. As I approached the shop displaying the sign I could see smaller words chalked above each of the larger ones.  What was on offer was … READ MORE »

The law on using testimonials in email marketing

In a recent article we described just how effective testimonials can be. All is not sweetness and light as there are legal restrictions as to what you can and cannot do. They are easy enough to comply with, as long as you know what they are. Here is a non-exclusive list: 1/ Make sure they … READ MORE »

6 things to avoid when using testimonials

There’s nothing more exciting than reading an effusive review of your product. The thought goes through you mind that a phrase in it would make a great heading for your next email marketing campaign. Further, someone named comparing it to your benefit with sliced bread is gold. But beware. The use of endorsements is restricted … READ MORE »

Taking risks

We have mentioned the ASA's Copy Advice Team a number of times, our suggestion being that it is sensible to follow their advice. It would appear that Protein World is either not a follower of this blog or chose to ignore it.  Everyone remotely involved in advertising must have heard of the poster campaign they … READ MORE »

Ready for a viral email marketing campaign?

You are almost certainly aware of Protein World’s Are You Beach Body Ready? advertising campaign. It is the most talked about and controversial, the two often going together, poster of the year. Unlike the country at large, the Advertising Standards Authority (ASA) were already familiar with the company, having considered and upheld at least nine … READ MORE »

The validity of endorsement in email marketing

A few weeks ago we mentioned endorsements, pointing out that they were an effective way of generating click throughs and completions and are particularly effective in email marketing. The post was mainly practical but the Committee on Advertising Practice (CAP) has come out with guidance on the matter.  The advice, which is described as for … READ MORE »

CAP Help Note on Testimonials & Endorsements

We covered the practical use of testimonials a few weeks ago, endorsing them, so to speak, as extremely useful in email marketing. Right after publication, the Committee of Advertising Practice produced a Help Note on Testimonials and Endorsements (the Guidelines) which thankfully contain no contradictions of the main thrust of the article.  The Guidelines tend … READ MORE »

Pushing boundaries: covering your nuts in honey

It is what we all should be aiming for: memorable and exciting marketing emails. If yours look like everyone else’s then there is nothing to distinguish them from the crowd. We want an edge, a little advantage over the competition. 1% would be great. One tried and tested technique is to place a new, or … READ MORE »

Taking a risk in email marketing

We recently mentioned the advice given by the Committee of Advertising Practice (CAP) on what can and cannot be claimed in non-broadcast advertisements, including the best email marketing. Our suggestion was that you should still push the boundaries. However, throwing caution to the wind has never been the sensible option. Whilst we all enjoy the … READ MORE »

2014 CAP FAQs

First a short explanatory paragraph:   There is a Copy Advice Team (CA Team) working under the Committee of Advertising Practice which writes and maintains the UK Advertising Codes as for the Advertising Standards Authority. The CA Team have produced a list of frequently asked questions for those concerned about the content of their non-broadcast adverts, … READ MORE »

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