CAP Ruling

Broadcast advertisements have to meet the Advertising Codes and Standards of CAP in order to be televised. These include restrictions on the portrayal of products, to the times they can be screened, to the representation of individuals, to the audience they will be reaching. For my adverts to be successful, it must comply with these codes to ensure it is suitable for television advertising.

1.3 - Advertisements must comply with the law and broadcasters must make that a condition of acceptance.

By adhering to the codes and standards of practice in place from CAP in my advert I will be complying with the law, and will therefore be able to find acceptance from broadcasters to screen my advertisements.

3.4 - Obvious exaggerations ("puffery") and claims that the average consumer who sees the advertisement is unlikely to take literally are allowed provided they do not materially mislead.

It could be seen that the creations of individuals (e.g. drawings, formulas etc) shown in my adverts could be exaggerations of what the average consumer could achieve, however these are not over-the-top exaggerations and are unlikely to be taken as 'puffery' since the individuals using the products in my adverts are actual students.

3.12 - Advertisements must not mislead by exaggerating the capability or performance or a product or service.

My adverts will not exaggerate the capability or performance of the product in their demonstration as I will be using the actual products themselves (and therefore showing a truthful example of their performance). Furthermore, my adverts focus more on what can be created by individuals using the products (e.g. drawings, formulas etc); consequently these aspects of my adverts may be slightly exaggerated from what the average consumer may be able to produce, however are dependant on the individual skill of the person, not the product.

3.28 - Broadcasters must be satisfied that advertisers have made a reasonable estimate of demand.

Throughout my research I have supported and justified my choice of product and broadcasters based on both primary and secondary research, and can therefore confidently produce a reasonable estimate for the demand of my product. For example, from my research I can say thats, since 75% of my questionnaire feedback stated that 16-24 year olds would buy stationary when they need to replace it, there is confirmation that the demand for stationary products exists.

3.36 - Advertisements must not create confusion between the advertiser and its competitors or between the advertiser's product or service, trade mark, trade name, or other distinguishing mark and that of a competitor.

Part of my justification for choosing Paperchase as my brand was due to its distinguishable and unique branding identity and style: I will not create confusion between my brand and other competitors in my adverts as Paperchase stands out from other stationary retailers in the industry.

3.42 - Advertisements must not discredit or denigrate another product, advertiser or advertisement of a trade mark, trade name or other distinguishing mark.

Though I have researched into other brand competitors such as Ryman or WHSmith, I will not be using my findings to strengthen claims made in my adverts, so therefore will not come into difficulty with discrediting or denigrating other stationary retailers.

4.1 - Advertisements must contain nothing that could cause physical, mental, moral or social harm to persons under the age of 18.

As my target audience is aged 16-24 this is a relevant code for my adverts, however due to the lighthearted and simple demonstration of stationary products which will take up the entirety of my adverts, I will not feature anything that could cause physical, mental, moral or social harm.

6.1 - Television only - With limited exceptions, living persons must not be featured, caricatured or referred to in advertisements with their permission.

I am not using professional actors in my advertisements, however all the students that will be featured have given their permission and enthusiasm to be filmed. Furthermore, I plan to only show the hands and lower arms of the students, and therefore will not be portraying them in inappropriate or uncomfortable ways that the students may object to.