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CAP unveils two pricing rule changes (for the price of one)


By Ishbel Macleod, PR and social media consultant

February 20, 2013 | 1 min read

The CAP and BCAP have today announced changes to their price comparison rules, which will now see ads able to compare a retail advertiser’s own-branded product against premium branded products sold by competitors.

Following full public consultation, CAP and BCAP have amended rule 3.39 of the UK Advertising Codes to remove the requirement that advertisers must compare identical or substantially equivalent products, although advertisers must make the basis of their comparisons clear.

CAP and BCAP have also today announced changes to the rules governing the use of price claims that are inclusive or exclusive of VAT, with advertisers now allowed to make VAT-exclusive price claims, provided the claims are clearly addressed to that market and the ad states as such.


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