ASA and CAP announce enforcement approach for DMCCA advertising rules
The Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP) has outlined their approach to enforcing new advertising rules under the Digital Markets, Competition and Consumers Act 2024 (DMCCA), which takes effect from 6 April 2025. The ASA will reference unfair commercial practices provisions while reviewing affected CAP and BCAP Code rules. Enforcement on drip pricing will be limited to clear breaches outside the Competition and Markets Authority's consultation scope. A three-month supportive compliance period will apply to new fake review rules, though existing testimonial rules remain in force.