Legal Code Certification

What's included in this course?

This course explores the fundamental legislation that governs the promotional marketing industry. As marketing professionals, having a key understanding of these legislations helps drive creativity, innovation and the delivery of effective marketing campaigns.

Course Content

Part 1: The IPM and its role within the advertising industry

  • Define promotional marketing and explain the role and purpose of the IPM within the wider advertising industry.
  • Describe the structure and responsibilities of the ASA and its related organisations, including how they regulate advertising and promotional marketing.
  • Explain how complaints to the ASA are made and processed, and understand the potential outcomes and implications for promoters.
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Part 2: Codes and Legislation

  • Explain the structure and core principles of the CAP Code, including key sections relevant to promotional marketing, pricing, harm and offence, children, data use, and sector-specific rules.
  • Distinguish between lawful prize promotions and illegal lotteries, applying the Gambling Act 2005 to determine when payment to enter is permitted and when a free-entry route is required.
  • Apply key legislative requirements including the UK GDPR, Data Protection Act 2018, DMCCA 2024 and HFSS restrictions — to ensure promotional marketing campaigns are compliant, fair and transparent.
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Part 3: Other Laws Affecting Promotion

  • Explain the importance of intellectual property rights in promotional marketing, including copyright ownership and the need for appropriate licences when using consumer-generated or third-party content.
  • Identify potential liability risks in prize promotions, including responsibilities relating to third-party manufactured prizes, branding permissions and clear terms and conditions.
  • Recognise the legal risks associated with sponsorship and event references, and understand the need for formal agreements before using event names, logos or tickets in promotions.
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Part 4: Writing Terms and Conditions

  • Identify the significant information that must be clearly communicated within promotional terms and conditions.
  • Recognise practical and compliance considerations when planning and delivering promotional campaigns.
  • Apply best practice principles when reviewing prize promotions, winner communications, and promotional mechanics.
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Assessment Questions

Time to test your learning. The LCC assessment will test all the knowledge you have gained throughout the modules to ensure you understand the fundamentals of promotional marketing legislation.

Course Outline