Readers view advertising as a source of entertainment as well as information, research by the Advertising Standards Authority 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. The UK marketing industry's system of self-regulation helps to ensure that consumers continue to accept advertising and that advertising remains effective: honest advertising helps to keep customers coming back.

In the UK, the rules for print advertising are the responsibility of the advertising industry through the Committee of Advertising Practice. CAP 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, their agencies, and the media produce marketing that is welcomed and trusted. By practising self-regulation, we can ensure the integrity of marketing communications.