According to the advertising standards authority "Consumers view advertising as a source of information and entertainment, research has shown. Consumers believe that advertising is an integral part of everyday culture: without advertising, life would be dull. This willing acceptance of advertising by consumers relies not just on its entertainment value but also on its trustworthiness."
In the UK, the rules for advertising are the responsibility of the advertising industry through two Committees of Advertising Practice: CAP (Broadcast)and CAP (Non-broadcast). CAP (Broadcast) is responsible for the TV and radio advertising codes and CAP(Non-broadcast) is responsible for the rulebook for non-broadcast advertisements, sales promotions and direct marketing.
By creating and following self-imposed rules, advertisers, promoters and direct marketers (marketers), their agencies and the media produce marketing that is welcomed and trusted. By practising self-regulation, they ensure the integrity of marketing communications.
http://www.asa.org.uk/asa/codes/tv_code/tv_codes/
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