UK Advertising Compliance.
CAP and BCAP, applied automatically.
Leah reviews every UK marketing asset against the CAP Code, the BCAP Code, and the sector overlays from the FCA, Gambling Commission, MHRA, and FSA. Substantiation gaps, comparative claim risk, and ASA exposure surfaced before launch, not after.
UK ad rules are not optional. Most review processes treat them as if they were.
CAP and BCAP applied inconsistently
Non-broadcast and broadcast advertising sit under different codes with overlapping but distinct rules. Reviewers apply them from memory, and the same claim gets cleared on one asset and flagged on the next. Inconsistency invites challenge.
Sector codes never cross-referenced
Financial promotions answer to the FCA. Gambling answers to the Gambling Commission. Pharma answers to the MHRA. Food claims sit under the FSA. The CAP and BCAP review rarely layers these sector rules in, so sector-specific exposures slip through.
Substantiation gaps caught after launch
A claim is only as defensible as the evidence behind it. Studies, sample sizes, dates, and methodologies have to be on file before the asset goes live. Most teams discover the gap when the ASA asks for the file, not before.
Comparative ads invite challenger response
Naming a competitor, implying superiority, or denigrating a rival product all trigger specific CAP rules. A single comparative line drafted without legal review becomes the trigger for a competitor complaint and an ASA investigation.
ASA rulings reactive, not preventive
Compliance gets serious only after an upheld ruling forces an ad to be pulled. The cycle repeats per campaign because the lessons from past rulings are not embedded into the review of the next asset.
Counsel queue jammed
Marketing ships dozens of assets a week. Counsel reviews one at a time, and the queue stretches into days. Campaigns either launch unreviewed or miss the window. Nobody is happy with the trade-off.
Every asset, every channel, mapped to the right code
Leah ingests UK marketing assets from creative, paid media, and brand systems. She classifies each asset by channel and audience, then maps it to the applicable code. Non-broadcast asset, CAP. Broadcast spot, BCAP. Direct marketing, the relevant CAP rules. The asset never sits in the wrong review track.
“The first thing Leah fixed was the routing. Half our broadcast spots were being reviewed against CAP rules and vice versa. That alone closed a chunk of avoidable risk.”
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Five steps to ASA-ready UK marketing review
Leah plugs into the creative and brand systems your team already uses. No rip and replace. Coverage from the first asset reviewed.
Connect
Leah integrates with your DAM, creative review platform, and brand systems. Every asset in flight, every claim, every revision becomes part of the compliance layer. No new tools for your marketing team to learn.
Ingest Asset
Each new asset is classified by channel, audience, and regulated sector. Copy, voiceover, on-screen text, and visual claims are all extracted for review. Versions and revisions track automatically.
Apply CAP and BCAP
Non-broadcast assets are reviewed against the CAP Code. Broadcast spots are reviewed against BCAP. Code sections are matched to the specific claims and creative elements that trigger them.
Check Sector Rules
FCA, Gambling Commission, MHRA, and FSA rules are layered on top where applicable. Financial promotions get balance and risk warning checks. Regulated sectors get their bespoke overlays.
Route or Approve
Clean assets are approved with a defensible reasoning record. Residual risk is routed to counsel with the clauses, substantiation, and precedent rulings attached. Every decision is ASA-audit-ready.
Got Questions? Get Answers.
Each asset is classified by channel before review. Non-broadcast assets, including digital display, social, direct marketing, and out of home, are reviewed against the CAP Code. Broadcast spots, meaning TV and radio, are reviewed against BCAP. Mixed-channel campaigns get parallel reviews so the broadcast variant and the non-broadcast variant are each checked against the correct code. The marketer sees one review, but two code lenses are running underneath.
Yes. Sector regulator rules are layered on top of CAP and BCAP. Leah identifies the regulated sector for each asset and applies the relevant overlay. Financial promotions get FCA balance, risk warning, and target market checks. Gambling creative gets Gambling Commission age targeting and safer gambling prominence. Pharma assets get MHRA medicines advertising rules. Food assets get FSA nutrition and health claims regulation. The result is a single review that reflects the full regulatory picture.
Leah flags the claim before the asset is approved and shows exactly which evidence is missing. The marketer can either pull the claim, soften the language to a non-objective version, or supply the substantiation from the evidence library. The asset never moves to launch with an unflagged substantiation gap, which is the most common reason ASA rulings are upheld against UK advertisers.
Leah classifies risk on a per-asset basis. Low-risk assets are auto-approved with a defensible reasoning record. Medium-risk assets get a counsel review summary, where counsel signs off after reading a structured brief rather than rebuilding the analysis. High-risk assets, novel claims, or sensitive sector exposures are escalated with the full file, including precedent ASA rulings, attached. Counsel sees a smaller queue, and what reaches them is genuinely worth their time.
Yes. Every cleared asset has a complete audit trail covering the codes applied, the claims extracted, the substantiation referenced, the precedent rulings considered, and the approver of record. When the ASA requests information, the response can be assembled in minutes. Most customers find that the existence of the audit trail itself shortens the conversation, because the reasoning has already been documented at the time of approval.
Yes. Leah is deployed by regulated UK and international advertisers with strict data handling requirements. Creative content does not train Leah's underlying models. Customer data is encrypted in transit and at rest. SOC 2 Type II, GDPR, and ISO 27001 aligned. Private instance deployment is available for advertisers in regulated sectors with strict data isolation requirements.
