The CAP code, or the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing, to give it its full title, is written and maintained by the Committee of Advertising Practices. This is little different than the ASA themselves and they call each other ‘sister organisations’.

In the CAP code document itself, CAP describe themselves as “the self-regulatory body that creates, revises and enforces the Code. CAP’s members include organisations that represent the advertising, sales promotion, direct marketing and media businesses. Through their membership of CAP member organisations, or through contractual agreements with media publishers and carriers, those businesses agree to comply with the Code so that marketing communications are legal, decent, honest and truthful and consumer confidence is maintained.”

However, it is clear that many natural health practitioners do not subscribe to the code and actions – or at least the way that this is applied – of CAP or the ASA and find their practice biased and unjust. The South African High Court banned their ASA from adjudicating on individuals and groups who were not specifically members of the organisation. The same should apply in the United Kingdom.