Compliance and why it is important

This was originally posted on the Peach website. Find out more about the rebrand from Peach to Cape.io.

Advertising isn’t just about grabbing attention—it’s about being fair, honest, and making sure your customers know exactly what they’re getting. No one likes to feel misled, and dodgy advertising can land you in hot water. So, let’s break it down and make sense of all this compliance stuff.

Simply put, advertising compliance is about following the rules to make sure ads are clear, truthful, and don’t mislead anyone. Whether you’re selling a product, a service, or just shouting about your brand, there are laws and guidelines to ensure fairness and protect consumers.

There have been plenty of times brands have got this horribly wrong. Here are just a few examples:

• Some brands have made wild health claims that didn’t hold up, leading to fines and a loss of customer trust.

• No one likes to get hit with unexpected charges at checkout. Brands that aren’t upfront about costs have faced serious backlash (there are laws that are designed to protect consumers from hidden fees and ensure transparency in pricing)

• Ads aimed at kids or vulnerable people need extra care. When companies fail to follow the rules, they face serious consequences.

So, how do you stay on the right side of the rules? Here are some key things to keep in mind:

• If you’re making a claim, make sure you can prove it. No exaggerations!

• Show the full price upfront—no hidden costs.

• If you’re collecting customer info, be clear about why and how you’re keeping it safe.

• If someone’s promoting your product, make sure it’s obvious it’s an ad. No sneaky sponsorships!

Within the markets we work across, there are different advertising authorities that help ensure all ads are kept in line and compliant. Here are some of the key organisations globally:

United Kingdom 

Enforced by the ASA, the BCAP and CAP codes are the rules that advertisers, agencies, and media owners must follow when advertising in the UK — making sure advertising is responsible, and doesn't mislead or offend. CAP is for non-broadcast advertising, sales promotions, and direct marketing communications (e.g. print, online, email, social media), while BCAP is for ads and sponsorships on radio and television licensed by Ofcom. 

The BCAP code comprises 32 individual sections that cover a wide range of topics including misleading or deceptive advertising, harm and offence, protection of vulnerable groups, comparative and health claims, and special categories, like alcohol, gambling, and political content.Read more about how to get clearance on your ads in the UK…

France

The ARPP, funded by its members, including major advertisers, advertising agencies, and media companies, has rules focussed on accuracy and honesty, protection of vulnerable audiences, social responsibility, comparative advertising and health claims, plus emerging media, such as digital marketing, influencer partnerships and native advertising — ensuring that new advertising practices are also subject to ethical scrutiny. Contact us if you need help to get clearance on your ads in France.

USA 

Each broadcaster has a set of compliance requirements dependent on whether they are national or local channels, and on top of that The Federal Trade Commission (FTC) ensures advertising in the US is honest, transparent and meets ethical standards. It enforces rules against deceptive ads, protects vulnerable audiences, and regulates emerging trends like digital ads and influencer marketing. 

Canada

Advertising Standards Canada (ASC) is responsible for ensuring that advertising in Canada is truthful, clear, and responsible. It enforces guidelines to prevent misleading claims, protect vulnerable audiences, and promote fairness. The ASC also monitors new advertising formats, including digital ads and influencer marketing, to ensure they align with ethical standards.

Australia 

Clear Ads in Australia ensures that advertisements meet legal and ethical standards before they go to air. It reviews ads to ensure they are truthful, appropriate, and compliant with industry regulations, protecting both consumers and advertisers. With a focus on accuracy, social responsibility, and evolving trends like digital and influencer marketing, ClearAds helps brands navigate the complexities of ad compliance.

The EU 

The Digital Services Act (DSA) is changing the game by making online platforms safer and ensuring ads are clear. This EU law holds platforms like social media and online marketplaces responsible for the content shared on their sites. It requires them to tackle harmful or illegal content, be open about how they manage posts, and protect users' rights. The DSA also ensures users know how their data is used and what ads they're seeing. In short, it's all about making the internet a safer and more transparent place for everyone.

Streaming platforms (Netflix, Disney+, etc)

With streaming platforms like Netflix and Disney+ entering the ad game, there are even more rules to follow. Netflix has outlined its advertising policies to maintain a high-quality experience for both members and advertisers – some key points include their restricted ad categories, content standards and intellectual property. Disney+ has also shared their guidelines to ensure that all ads align with their family-friendly brand – they have a list of prohibited content, the way that food & beverage is advertised and ensure all advertisers landing pages comply with all privacy laws. You can read more about these rules and regulations on Disney+ Guidelines & Netflix Guidelines.

All of these bodies and organisations are trying to ensure that everywhere you see an ad it is compliant. There is a lot of information out there, but at Peach we are here to make your life easier by giving you access to our fantastic Peach Plus team who are able to answer all your questions and guide you through the entire process. 

Advertising compliance might sound complicated, but at Peach we are able to assist you with all your worries and questions – we can make the process simple and easy to manage. Do that, and you’ll build trust, keep your brand in good shape, and avoid nasty surprises.

Need help with compliance? Peach is here to make sure your ads play by the rules. Got questions? Just ask! 🍑