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Responsible for writing and maintaining the UK Advertising
Codes and providing authoritative advice on the rules

Misleading Advertising: Part Two


 
On this course you will learn the importance of having the evidence to back up your claims; making sure any qualifications are clear; and how to avoid misleading your customers with the use of endorsements and testimonials.

The course is broken down as follows:

  • Substantiation: Before an ad is run, you should hold documentary evidence to support all objective claims, bearing in mind the impression consumers are likely to take from the ad. Not having evidence to back up claims, may result in an ad being considered misleading. In this section, well talk you through the requirements of substantiating objective claims.

  • Qualification: Qualifying text (small print or footnotes) can be used to clarify a claim in an ad, but not to hide important information or in a way that contradicts the headline claim. This section explores the use of qualification in more detail.

  • Endorsements & testimonials: Endorsements by an official body or knowing a company is signed up to a code of conduct can provide consumers with confidence in the company and its products or services. You might also like to use positive feedback from your customers in your ads. However, its important to follow the rules to ensure that consumers are not misled.

The course concludes with an assessment and on passing, a personalised certificate for your records.

Pricing

Individually each module costs £54

If you are buying five or more of any of our modules, or if you intend to have five or more users, you can save on the price per module. See our tiered pricing structure to find out more.

Have any questions?

If you have any questions, or youd like to find out more, please email elearning@cap.org.uk.

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