The British Code of Advertising is administered by the Committee of Advertising Practice and applies to all advertisements, whether published in the local newsagent's window, the press or on the internet. The Code does not apply to a Club's promotion of itself, unless the Club is a registered charity. The basic principles of the code are that advertising must:
Before an advertisement is submitted for publication, the advertisers should be sure that they have all necessary documentation to substantiate all statements contained in the advertisement. The advertisement should comply with English law, should not cause offence particularly on grounds of race, religion, sex, sexual orientation or disability and advertisers are urged to consider public sensitivity before using offensive material. Advertisers are urged not to exploit credulity, lack of knowledge or inexperience of consumers.
The British Code of Sale Promotion is administered by the Committee of Advertising Practice and applies to the promotional element of sponsorship. The principles of the British Code of Sale Promotion are the same as those in the British Code of Advertising. In addition, particular attention is given to the promotion of charities.
Promotions claiming that participation will benefit registered charities or causes should:
a) name each charity or cause that will benefit, and be able to show the ASA the formal agreement with those benefiting from the promotion;
b) when it is not a registered charity, define its nature and objectives;
c) specify exactly what will be gained by the named charity or cause and state the basis on which the contribution will be calculated;
d) state if the promoters have imposed any limitations on their own contribution;
e) not limit consumers' contributions. If an amount is stated for each purchase, there should be no cut-off point for contributions. If a target total is stated, any extra money collected should be given to the named charity or cause on the same basis as contributions below that level;
f) be able to show that any targets set are realistic, and should not exaggerate the benefit to the charity or cause derived from individual purchases of the promoted product;
g) if asked, make available to consumers a current or final total of contributions made;
h) take particular care when appealing to children.
The Codes are available at www.asa.org.uk
Clubs should check the RYA's Racing Rules for Sailing which provide for the advertising of sponsorship at given events.
If you require further assistance please do not hesitate to contact the Legal Team Tel: 023 8060 4223 Email: firstname.lastname@example.org.