The Committees of Advertising Practice (CAP) has released new and clear guidelines for video bloggers who enter marketing relationships with brands. It follows an Advertising Standards Authority (ASA) ruling last year in which several vlogs (where there was a commercial relationship between the advertiser and the vloggers) were found to be misleading because they did not make clear before consumers engaged with the material that they were ads. CAP, comments: "When it comes to vloggers (or bloggers or anyone else creating editorial content) the assumption is that any mention of a brand is an independent decision of the vlogger as the “publisher”. That’s why, if there is a commercial relationship in place, it needs to be made clear." It states that if the content is controlled by the marketer, not the vlogger, and is written in exchange for payment (which could be a monetary payment or free items) then it is an advertisement feature and must be labelled as such. CAP has listed potential Vlogging scenarios and how to deal with them covering product placement, online marketing, sponsorship, commercial breaks within vlogs, advertorial and free items. Further details can be viewed here.