CABprinciper

CABprinciper, also known as the CAB principles, are a set of guidelines developed by the Committee of Advertising Practice (CAP) in the United Kingdom. These principles aim to ensure that advertising is truthful, decent, honest, and responsible. The CABprinciper are divided into five main categories: truthfulness, decency, honesty, responsibility, and fairness.

Truthfulness is the cornerstone of the CABprinciper. Advertisements must not mislead or deceive consumers. This includes ensuring that claims made in advertising are accurate and supported by evidence. Decency focuses on protecting consumers from offensive or inappropriate content. Advertisements must not contain material that is likely to cause distress or harm to vulnerable groups, such as children or the elderly.

Honesty requires that advertisements do not exaggerate or misrepresent the benefits of a product or service. This includes avoiding the use of misleading comparisons and ensuring that any testimonials or endorsements are genuine. Responsibility involves ensuring that advertisements are not likely to cause harm to consumers or the environment. This includes avoiding the use of deceptive practices, such as bait and switch, and ensuring that any claims about the environmental impact of a product are accurate.

Fairness is the final principle and requires that advertisements do not take unfair advantage of consumers. This includes ensuring that any claims about the quality or value of a product are accurate and that any comparisons made are fair and not misleading. The CABprinciper are enforced by the Advertising Standards Authority (ASA), which investigates complaints about advertising and takes action against advertisers who breach the principles.