Most small businesses have websites. The website is usually an advert, or collection of adverts.
If the ASA find that an advert contravenes the CAP Code, they will publish that finding publicly, ‘naming and shaming’ your business.
The ASA expects all businesses who advertise on the internet to know the CAP Code and its requirements for the internet.
Big businesses understand the Code and be well versed in its meaning and boundaries. Many small businesses may not, relying on websites done on a shoestring budget by website developers who are themselves small businesses.
Small businesses have enough to contend with.
In this world the ASA do not yet recognise that small businesses may not respond well to the heavy regulatory ‘hand’ that it will lay on them.
So be careful only to put on your website things that are factually correct!!!
