1000heads: Alert: The ASA CAP code

This afternoon, at the IAB’s ‘How to be safe and social‘ event, Malcolm Phillips from the Committee for Advertising Practice (CAP) pointed out that if a brand retweets a message from a user, then that content will fall under the soon-to-be-enforced CAP code.

This tweet, from the awesome Tia Fisher, has been shared multiple times already and nails the reaction of the brands and agencies in the room perfectly –

And, as the industry steps back and wonders what shades of grey they stand in, when March 1st comes around, it’s going to make for some very interesting times indeed.

If you’re tuning in right now, you can follow the conversation by searching twitter for ‘#iabuk’ – failing that, with our employees holding memberships on the both the DMA and IAB social media councils, as well as the President for WOMMA UK under our roof, stay tuned how these interpretations play out over the coming months; both from a social media angle and also from a larger, more holistic, word of mouth perspective.

Finally, if you’re wondering what the hell we’re on about, this advert (from the ASA themselves) should give you a fair idea —
In Digital? Know about this yet?

For even more information, check out this post from our very own Molly Flatt from September last year

“How will the ASA’s extended remit affect word of mouth?”

Your comments, as ever, are welcome.