Volume: 16 Issue: 8
On 9 March 2017 the UK’s Committee of Advertising Practice (‘CAP’) published new Guidance on affiliate marketing to help what it calls “social influencers” to abide by its rules surrounding making clear to their followers when something they are viewing on social media is an advertisement. CAP considers it important that affiliates such as bloggers and Instagrammers make this plain to viewers up front. The other key point to be taken away from the Guidance is that the CAP Code applies in full to affiliate advertising online. Anna Mathias, Barrister and Associate at Woods Whur, takes a look at the requirements under the new CAP Guidance and how they fit into existing requirements for gambling operators around advertising.