The Advertising Standards Authority (ASA), together with the Committee of Advertising Practice (CAP) and the Chartered Institute of Public Relations (CIPR), has clarified where the boundaries lie between marketing communications and public relations.

This confirms that online public relations, such as press releases and editorial work, will not be covered by the CAP code.

The CAP Code will, however, apply to social media if it is deemed to be a marketing communication.

Marketing communications, such as advertising, sales promotion and direct marketing will still fall within the code’s remit.

The clarification eases concern that the ASA was intending to regulate social networks and media as part of its extended digital remit.