The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) sections 03-06, 08-10 & 20 shall be applied to all advertising. Specific guidance from all regulatory bodies is also followed.
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In outline this means that:
Under no circumstances may an advertisement be misleading (including omitting vital information or omitting the identity of the advertiser)
If an advert encourages consumers to buy a product or service through a distance-selling mechanism, the writer must seek legal advice to ensure it complies with the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013.
Advertisements must not contain anything that is likely to cause serious or widespread offence. Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation/marital status, disability or age.
Adverts should not feature children without considerable care being taken over privacy issues. Any such advert must be referred to the MD for clearance before proceeding with the advert.
No identifiable person may be featured without full and informed consent of that person.
Sales promotions must clearly indicate any limitations (e.g. times or localities or qualifying conditions) and the necessary resources identified and sequestered prior to placing the ad.
Responders to advertisers must be made aware that taking a qualification cannot guarantee employment or career advancement.
Fuller details can be found on https://www.cap.org.uk/Advertising-Codes/~/media/ Files/CAP/Codes%20CAP%20pdf/The%20CAP%20Code.ashx
With specific reference to the advertising of qualifications:
MAEL will not (and will take all reasonable steps to ensure that any person connected with it does not) make any statement that would be likely to lead users of qualifications which are not accredited to believe that a qualification MAEL makes available is an accredited qualification when it is not an accredited qualification.
MAEL will not (and will take all reasonable steps to ensure that any person connected with it does not) advertise or promote its qualifications in a manner that is likely to be misleading in any way to users of qualifications. All advertising copy or publicity material must be submitted to the MD for approval before use, and this shall be part of the teaching centres’ contract.
MAEL will ensure that any approved use of an accreditor’s or regulator’s logo complies with Logo Requirements and Certificate Requirements which may be published by the authority and revised from time to time. The CE will check the certificate design conforms to all requirements before the annual submission of results. He/she will achieve this through identifying the latest requirements and if they have changed producing a list of all requirements (or updating last year’s list) and using that in a table with a note against each as to how it is complied with. This tabulation will then be shared with the CEO to be checked by him/her. Any issues will be discussed with the CE and resolved. Any unresolved issues will be referred to the MD for a director’s decision.
With reference to third parties i.e. teaching centres, MAEL expects conformity to this policy on advertising and reserves the right to seek financial redress for any breach thereof which leads to any prospective or actual loss by MAEL.
The title of a qualification must be used consistently in both advertising, internal documentation and any communications with users. It is also incumbent on the company to ensure that the titles of qualifications which are made available (or proposed) are not misleading to users of the qualifications. This is part of the MD’s responsibilities.