CAP Code
The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing, written by the Committee of Advertising Practice and enforced by the ASA. Its environmental claims section requires claims to be clear, substantiated and not misleading, with absolute claims needing a high level of substantiation. Broadcast advertising is covered by a parallel code, the BCAP Code.
EcoAppraise context
Absolute claims such as "zero impact" or "100% sustainable" are treated as particularly high risk under the CAP Code and in EcoAppraise screening.
Related terms
ASA (Advertising Standards Authority); Generic Environmental Claim; Substantiation
Enforcement cases
Cara Capsules Ltd t/a Home + Health: UK ASA Upholds Ruling Against Cara…
ASA Ruling on loveholidays: 'Eco Resort' and 'Eco Hotel' Search Ads Lacked a Clear Basis
ASA Ruling on Thomas Cook: Unexplained 'Eco Resort' Claim in Search Ad Breaches Code
ASA Ruling on DialAFlight: 'Eco-Conscious Resort' Social Media Ad Breaches Code
ASA Ruling on Qatar Airways: 'Bulk Offset' and 'Travel Consciously' Carbon Offset Ads Banned
ASA Ruling on Eurowings: 'Climate-Conscious' Travel and 100% CO2 Compensation Claims Banned