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Market-path research — 4 Sep 2026 04:55 Europe/London

Not a P move. No path named. No customer named.
Did not re-read Companies House company 16892858.
Did not repeat last recon hours as primary: Rape Crisis England & Wales (4 Sep 03:55 Competitor mapping); LocalGlobe (4 Sep 02:55 Companies in the space); Digital Catapult (4 Sep 01:55 Market scenarios); Balderton Capital (3 Sep 19:55 Companies in the space); Tech Nation (3 Sep 18:55 Market scenarios); ONS BICS Wave 163 (3 Sep 16:55 Market discovery); E-Commerce Regulations 2002 / S.I. 2002/2013 (3 Sep 15:55 Risk reduction); Octopus Ventures (3 Sep 13:55 Companies); SafeLives (3 Sep 12:55 Competitor); Episode 1 (3 Sep 11:55 Companies); CPRs / DMCCA (3 Sep 10:55 Risk reduction); Creative Destruction Lab (3 Sep 09:55 Market scenarios); SETsquared (3 Sep 07:55 Market scenarios); Women's Aid (3 Sep 04:55 Competitor); Refuge (3 Sep 02:55 Competitor). Do not re-use Rape Crisis / LocalGlobe / Digital Catapult / Tech Nation / Balderton / Octopus / Episode 1 / Haatch / SafeLives / Women's Aid / Refuge / CDL / SETsquared / BICS Wave 163 / E-Commerce SI / CPRs/DMCCA / Notion Capital / Growth Capital Partners / Liberis / YouLend / Seedcamp / Antler / BGF / Funding Circle / Latitude / MMC / Surviving Economic Abuse / Galop / Respect as primary.
Previous filed hour 03:55 EXISTS — not FAIL. Hours 20:55 / 21:55 / 22:55 / 23:55 Sep 3 and 00:55 Sep 4 did not fire after 19:55 Balderton — already noted at 01:55; not re-logged as new FAIL (Progressive-plan only / no named deliverable chain; standing recon 26e4abb6). Continue recon.
The 3 Sep 14:55 decision window already skipped at 16:25 — do not re-ask. 08:55 already skipped — do not re-ask. 17:15 close already ran — not re-closed.
Did not unpark/install customer cut 63e813ea. Did not write kpis/p-evidence.md. Did not invent a buyer from ASA complainants / marketers / agencies / publishers / CAP Copy Advice users / non-compliant advertisers. Did not install the 12:48 productised hour-menu as a path. Did not treat ASA/CAP as PECR, CPRs/DMCCA, CCR 2013, CRA 2015, E-Commerce SI 2002/2013, UK GDPR/DPA, MSA s.54, Equality Act, HSWA, CA 2006 directors' duties, Bribery, CFA, FTPF, LSA, TRS, ICO fee, or Trading disclosures SI 2015/17. Companies House opened only for company numbers printed on the ASA footer this hour (00733214 / 08310744 / 05130991 / 05126412). Did not invent numbers. Did not open 16892858.
No Progressive-plan row for this hour → standing recon 26e4abb6. Automation fired ~05:05 London; hour label 04:55. Not a decision point (08:55/14:55 only). Night of 3–4 Sep still running — no new overnight page.

Area: Risk reduction.
Verdict: stronger as a constraint on inventing a first-hour-sold path that assumes sales / marketing claims are unregulated (CAP Code non-broadcast rules + ASA enforcement); stayed thin as a path.
P unchanged.
Primary host: Advertising Standards Authority / Committee of Advertising Practice (asa.org.uk / www.asa.org.uk; cap.org.uk → www.asa.org.uk) — preferred lived; no fallback switch to Business Protection from Misleading Marketing Regulations 2008 (SI 2008/1276).

Why this hour

Destination is the $2.5–5bn company; the first-customer cut (63e813ea) remains parked; the live middle gate is that path candidates still cannot be compiled (e834b2f2: 0 candidates, reach blocker). After 03:55 Competitor mapping (Rape Crisis) this hour rotates AWAY from Competitor mapping to Risk reduction. Preferred primary is ASA / CAP Code (asa.org.uk / cap.org.uk) — advertising / marketing claims rules for UK ads (risk constraint on inventing a first-hour-sold path that assumes sales claims are unregulated). Distinct from PECR (consent to send), CPRs/DMCCA (unfair trading — already filed 3 Sep 10:55), CCR 2013, CRA 2015, E-Commerce Regulations 2002 (already filed 3 Sep 15:55), UK GDPR/DPA, MSA s.54, Equality Act, HSWA, CA 2006 directors' duties, Bribery, CFA, FTPF, LSA, TRS, ICO fee, Trading disclosures SI 2015/17. Hold = no invention, not no recon. Not a FYJ path. Not P.

Searched

Primary: Advertising Standards Authority / Committee of Advertising Practice (www.asa.org.uk; asa.org.uk → www.asa.org.uk; www.cap.org.uk / cap.org.uk → www.asa.org.uk). Preferred host is readable this hour — no fallback switch. Business Protection from Misleading Marketing Regulations 2008 (SI 2008/1276) left unused as primary because preferred primary lived (existence-only probe recorded on legislation.gov.uk/uksi/2008/1276/contents).

HTTP inventory

https://www.asa.org.uk/ — GET with browser-like UA HTTP 200 size 54048 content-type text/html;charset=UTF-8. Title: Home - ASA | CAP. Prints UK advertising regulator; CAP writing Advertising Codes; AdviceOnline / Copy Advice / rulings / sanctions / Trading Standards referrals.
https://asa.org.uk/ — same GET → https://www.asa.org.uk/ HTTP 200 size 54048.
https://www.cap.org.uk/ — same GET → https://www.asa.org.uk/ HTTP 200 size 54048.
https://cap.org.uk/ — same GET → https://www.asa.org.uk/ HTTP 200 size 54048.
https://www.asa.org.uk/codes-and-rulings.html — HTTP 200 size 40171. Title: Codes and rulings - ASA | CAP.
https://www.asa.org.uk/codes-and-rulings/advertising-codes.html — HTTP 200 size 38661. Title: Advertising codes - ASA | CAP. Prints UK Advertising Codes for advertisers, agencies and media owners; Non-broadcast Code + Broadcast Code.
https://www.asa.org.uk/codes-and-rulings/advertising-codes/non-broadcast-code.html — HTTP 200 size 60643. Title: Non-broadcast Code - ASA | CAP. Prints UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) as the rule book for non-broadcast advertisements, sales promotions and direct marketing communications; must be followed by all advertisers, agencies and media; enforced by ASA; PDF download link live.
https://www.asa.org.uk/codes-and-rulings/advertising-codes/broadcast-code.html — HTTP 200 size 65513. Title: Broadcast Code - ASA | CAP (BCAP; context — broadcast sibling, not primary depth this hour).
https://www.asa.org.uk/type/non_broadcast/code_folder/preface.html — HTTP 200 size 50170. Title: Preface - ASA | CAP.
https://www.asa.org.uk/type/non_broadcast/code_folder/scope-of-the-code.html — HTTP 200 size 57205. Title: Scope of the Code - ASA | CAP. Prints CAP Code applies to (among others) advertisements in newspapers/magazines/brochures/leaflets/mailings/e-mails/text/fax/catalogues; posters; cinema/video; non-broadcast electronic media including online paid-for space, paid-for search listings, viral ads, in-game ads, commercial classified, advergames in display ads, online promotions; marketing databases; promotions; advertorials; marketing communications from companies/organisations/sole traders.
https://www.asa.org.uk/type/non_broadcast/code_section/01.html — HTTP 200 size 50305. Title: 01 Compliance - ASA | CAP. Prints rules 1.1–1.10 including: marketing communications should be legal, decent, honest and truthful; must reflect spirit not merely letter; primary responsibility on marketers; agencies/publishers also accept obligation; marketers must give full name and geographical business address to ASA/CAP without delay if requested (1.7.1); must not state or imply a product can legally be sold if it cannot (1.10.1; DMCCA Schedule 20 note).
https://www.asa.org.uk/type/non_broadcast/code_section/02.html — HTTP 200 size 46893. Title: 02 Recognition of marketing communications - ASA | CAP.
https://www.asa.org.uk/type/non_broadcast/code_section/03.html — HTTP 200 size 79695. Title: 03 Misleading advertising - ASA | CAP. Prints Background (transactional decision test / Appendix 1; ASA will take Unfair Commercial Practices provisions in Chapter 1 of Part 4 of the Digital Markets, Competition and Consumers Act 2024 into account) and rules including 3.1 marketing communications must not materially mislead or be likely to do so; 3.2 puffery allowed if not materially misleading; 3.3 must not omit material information; 3.4 price-quoting communications must not omit main characteristics / identity and business address / total price including fees taxes charges / freight delivery postal charges where applicable.
https://www.asa.org.uk/type/non_broadcast/code_section/appendix-1.html — HTTP 200 size 51847. Title: Appendix 1 The DMCCA and the BPRs - ASA | CAP (links CAP Code to DMCCA UCP provisions and Business Protection from Misleading Marketing Regulations — sibling already on Risk reduction line via CPRs/DMCCA; not re-filed as primary SI).
https://www.asa.org.uk/static/c6be0fb9-2c66-4248-ba5b824bf26fd3d3/fa3714eb-f3e9-4c45-b9d31f1b87d00d3a/The-CAP-Code.pdf — HTTP 200 size 1274984 application/pdf (full CAP Code PDF download from non-broadcast page).
https://www.asa.org.uk/about-asa-and-cap.html — HTTP 200 size 39210. Title: About ASA and CAP - ASA | CAP.
https://www.asa.org.uk/about-asa-and-cap/about-regulation/about-the-asa-and-cap.html — HTTP 200 size 46875. Title: About the ASA and CAP - ASA | CAP. Prints ASA as UK’s independent advertising regulator; CAP sister organisation writing the Advertising Codes; self-regulation for non-broadcast; co-regulation with Ofcom for TV/radio; advertisers must hold evidence to prove claims before publishing; mission to make every UK ad a responsible ad; bans ads that are misleading, harmful, offensive or irresponsible.
https://www.asa.org.uk/advice-and-resources.html — HTTP 200 size 39996.
https://www.asa.org.uk/advice-and-resources/resource-library.html — HTTP 200 size 45482. Title: Resource library - ASA | CAP.
https://www.asa.org.uk/advice-and-resources/resource-library/advice-online.html — HTTP 200 size 49722. Title: AdviceOnline entries for interpreting CAP Code.
https://www.asa.org.uk/resource/misleading-advertising.html — HTTP 200 size 68128. Title: Misleading advertising resource.
https://www.asa.org.uk/codes-and-rulings/sanctions.html — HTTP 200 size 48071. Title: Sanctions - ASA | CAP.
https://www.asa.org.uk/codes-and-rulings/trading-standards-referrals.html — HTTP 200 size 58022. Title: Trading Standards referrals - ASA | CAP. Prints legal backstop referral list (81 results shown on page this hour).
https://www.asa.org.uk/codes-and-rulings/non-compliant-online-advertisers.html — HTTP 200 size 56716. Title: Non-compliant online advertisers - ASA | CAP.
https://www.asa.org.uk/make-a-complaint.html — HTTP 200 size 52098. Title: Make a complaint - ASA | CAP.
https://www.asa.org.uk/robots.txt — HTTP 200 size 319. User-agent: ; Disallow: /type/capcode/code_rule/; /type/bcapcode/code_rule/; /account/*; Sitemap: https://www.asa.org.uk/sitemap.xml.
https://www.asa.org.uk/sitemap.xml — HTTP 200 size 32220. Includes codes-and-rulings / advertising-codes / non-broadcast-code among 155 locs.
Named short-path 404s (HTML 404 bodies size ~32300 title "404 Page not found - ASA | CAP"): /type/non_broadcast/code_section/list.html (32324); /contact.html (32295); /about-asa-and-cap/about-regulation/funding.html (32330); /advice-and-resources/for-non-broadcast.html (32326 earlier probe). Soft note: contact details live in page footers (Castle House address + Tel 020 7492 2222); non-broadcast sections live under /type/non_broadcast/code_section/NN.html.
Footer chrome on live pages prints four UK company numbers: Advertising Standards Authority Ltd. (trading as ASA), registered in England and Wales, Registered Number 0733214; Advertising Standards Authority (Broadcast) Ltd. (trading as ASAB), Registered Number 5130991; Committee of Advertising Practice Ltd. (CAP), Registered Number 8310744; Broadcast Committee of Advertising Practice Ltd. (BCAP), Registered Number 5126412; all registered at Castle House, 37-45 Paul Street, London, EC2A 4LS; Tel: 020 7492 2222.
Companies House: opened for printed numbers only (8-digit CH form):
https://find-and-update.company-information.service.gov.uk/company/00733214 — HTTP 200 size 35752. ADVERTISING STANDARDS AUTHORITY LIMITED(THE); Active; private company limited by guarantee without share capital; Incorporated on 22 August 1962; Registered office Castle House, Paul Street, London, England, EC2A 4LS; SIC 74909.
https://find-and-update.company-information.service.gov.uk/company/08310744 — HTTP 200 size 35715. THE COMMITTEE OF ADVERTISING PRACTICE LIMITED; Active; private company limited by guarantee without share capital; Incorporated on 28 November 2012; same Castle House address; SIC 74990 Non-trading company.
https://find-and-update.company-information.service.gov.uk/company/05130991 — HTTP 200 size 35826. THE ADVERTISING STANDARDS AUTHORITY (BROADCAST) LIMITED; Active; Incorporated on 18 May 2004; Castle House; SIC 74909.
https://find-and-update.company-information.service.gov.uk/company/05126412 — HTTP 200 size 35771. THE BROADCAST COMMITTEE OF ADVERTISING PRACTICE LIMITED; Active; Incorporated on 12 May 2004; Castle House, 37-45 Paul Street; SIC 74990.
Did not invent Commission/CH figures beyond what the overview pages printed. Did not open 16892858.
Fallback existence only (not primary; preferred lived): https://www.legislation.gov.uk/uksi/2008/1276/contents — HTTP 200 size 35604 (Business Protection from Misleading Marketing Regulations 2008).

What stands

Live ASA / CAP non-broadcast advertising-claims cluster: apex HTTP 200 size 54048; codes-and-rulings 40171; advertising-codes 38661; non-broadcast-code 60643; broadcast-code 65513; preface 50170; scope 57205; 01 Compliance 50305; 02 Recognition 46893; 03 Misleading 79695; appendix-1 51847; CAP Code PDF 1274984; about 39210; about-regulation 46875; advice 39996; resource-library 45482; advice-online 49722; misleading-advertising resource 68128; sanctions 48071; trading-standards-referrals 58022; non-compliant-online-advertisers 56716; make-a-complaint 52098; robots 319; sitemap 32220 (155 locs).
Printed identity (context only): ASA Ltd 0733214 / CH 00733214 Active from 22 Aug 1962; CAP Ltd 8310744 / CH 08310744 Active from 28 Nov 2012; ASAB 5130991 / CH 05130991; BCAP 5126412 / CH 05126412; Castle House, 37-45 Paul Street, London EC2A 4LS; Tel 020 7492 2222. CH opened for those four printed numbers only.
Site thesis (context only, not a path): UK self-regulatory advertising system — CAP writes the CAP Code (non-broadcast ads, sales promotions, direct marketing); ASA enforces (amend/remove ads; sanctions; Trading Standards referral as legal backstop). Scope explicitly covers online paid-for space, emails, websites promotions, and marketing communications by companies/organisations/sole traders. Rule 3.1: must not materially mislead. Rule 1.1: legal, decent, honest and truthful. Advertisers must hold evidence for claims before publish. Distinct from E-Commerce SI (identity/order mechanics on the selling surface) and from CPRs/DMCCA (statutory unfair trading) — this hour is the advertising-claims code that sits on what a first-hour sales message may claim.
Constraint shape: inventing a first-hour-sold path that assumes sales / marketing claims are unregulated is constrained — non-broadcast marketing communications (including online and email) must not materially mislead, must not omit material information, and sit under ASA enforcement with Trading Standards backstop. Not a buyer.
BPMR 2008 existence probe recorded but unused as primary because ASA/CAP preferred primary lives.

What does not stand

No page names a FYJ customer, market, offer, or P.
ASA complainants, marketers, agencies, publishers, Copy Advice users, and non-compliant advertisers are not a FYJ buyer.
An advertising self-regulation / CAP Code host is not a FYJ market path.
Naming "FYJ for ASA-compliant advertisers / CAP Copy Advice buyers" is inventing a customer — banned.
Do not invent further company numbers. Do not re-file E-Commerce SI / CPRs/DMCCA / PECR as primary. Do not open 16892858.
Who / why / how / next all missing. Compile stays 0 (e834b2f2); the reach blocker is not closed by filing a claims-code constraint.

End-to-end test

Who it is for: missing.
Why they would pay: missing.
How FYJ reaches them: missing — and this hour sharpens the claim-side of that question: any invented first-hour sales message that is a marketing communication in CAP scope must not materially mislead and must hold evidence for claims before it is published. That is a constraint on what the selling message may say, not a named how.
What sits next: missing.
No real public fact this hour filled any of the four. Do not invent the rest. ASA/CAP fills a Risk reduction cell as an advertising-claims constraint on the selling surface. It does not fill a path cell.

Value-forming

Risk reduction now has another filed constraint that sits on the selling surface’s claims, next to E-Commerce SI 2002/2013 (identity / order mechanics on the reach mechanism) and CPRs/DMCCA (statutory unfair trading). Value has not started to form as a FYJ path. An ASA homepage / CAP Code PDF is not who / why / how / next. Verdict: stronger as a constraint on inventing unregulated sales claims; stayed thin as a path.

Result

No path named yet. Risk reduction got stronger as a constraint on inventing unregulated sales / marketing claims; stayed thin as a path. P unchanged.
Compile stays 0. Blocker still reach. Cut 63e813ea parked. Hermes parked. Slot unchanged. Layer unchanged (Peer toggle: Founder View ↔ Agent View).
Confirmation: Contract UUID 26e4abb6-3b66-4a66-a4f7-d4c065ad9233 is live. Hold = no invention, not no recon. Primary host this hour: www.asa.org.uk (ASA / CAP Code). No path named. P unchanged. Customer cut parked.

# Market-path research — 4 Sep 2026 04:55 Europe/London Not a P move. No path named. No customer named. Did not re-read Companies House company 16892858. Did not repeat last recon hours as primary: Rape Crisis England & Wales (4 Sep 03:55 Competitor mapping); LocalGlobe (4 Sep 02:55 Companies in the space); Digital Catapult (4 Sep 01:55 Market scenarios); Balderton Capital (3 Sep 19:55 Companies in the space); Tech Nation (3 Sep 18:55 Market scenarios); ONS BICS Wave 163 (3 Sep 16:55 Market discovery); E-Commerce Regulations 2002 / S.I. 2002/2013 (3 Sep 15:55 Risk reduction); Octopus Ventures (3 Sep 13:55 Companies); SafeLives (3 Sep 12:55 Competitor); Episode 1 (3 Sep 11:55 Companies); CPRs / DMCCA (3 Sep 10:55 Risk reduction); Creative Destruction Lab (3 Sep 09:55 Market scenarios); SETsquared (3 Sep 07:55 Market scenarios); Women's Aid (3 Sep 04:55 Competitor); Refuge (3 Sep 02:55 Competitor). Do not re-use Rape Crisis / LocalGlobe / Digital Catapult / Tech Nation / Balderton / Octopus / Episode 1 / Haatch / SafeLives / Women's Aid / Refuge / CDL / SETsquared / BICS Wave 163 / E-Commerce SI / CPRs/DMCCA / Notion Capital / Growth Capital Partners / Liberis / YouLend / Seedcamp / Antler / BGF / Funding Circle / Latitude / MMC / Surviving Economic Abuse / Galop / Respect as primary. Previous filed hour 03:55 EXISTS — not FAIL. Hours 20:55 / 21:55 / 22:55 / 23:55 Sep 3 and 00:55 Sep 4 did **not** fire after 19:55 Balderton — already noted at 01:55; **not** re-logged as new FAIL (Progressive-plan only / no named deliverable chain; standing recon 26e4abb6). Continue recon. The 3 Sep 14:55 decision window already skipped at 16:25 — do not re-ask. 08:55 already skipped — do not re-ask. 17:15 close already ran — not re-closed. Did not unpark/install customer cut 63e813ea. Did not write kpis/p-evidence.md. Did not invent a buyer from ASA complainants / marketers / agencies / publishers / CAP Copy Advice users / non-compliant advertisers. Did not install the 12:48 productised hour-menu as a path. Did not treat ASA/CAP as PECR, CPRs/DMCCA, CCR 2013, CRA 2015, E-Commerce SI 2002/2013, UK GDPR/DPA, MSA s.54, Equality Act, HSWA, CA 2006 directors' duties, Bribery, CFA, FTPF, LSA, TRS, ICO fee, or Trading disclosures SI 2015/17. Companies House opened **only** for company numbers **printed on the ASA footer** this hour (00733214 / 08310744 / 05130991 / 05126412). Did not invent numbers. Did not open 16892858. No Progressive-plan row for this hour → standing recon 26e4abb6. Automation fired ~05:05 London; hour label 04:55. Not a decision point (08:55/14:55 only). Night of 3–4 Sep still running — no new overnight page. Area: Risk reduction. Verdict: stronger as a constraint on inventing a first-hour-sold path that assumes sales / marketing claims are unregulated (CAP Code non-broadcast rules + ASA enforcement); stayed thin as a path. P unchanged. Primary host: Advertising Standards Authority / Committee of Advertising Practice (asa.org.uk / www.asa.org.uk; cap.org.uk → www.asa.org.uk) — preferred lived; no fallback switch to Business Protection from Misleading Marketing Regulations 2008 (SI 2008/1276). ## Why this hour Destination is the $2.5–5bn company; the first-customer cut (63e813ea) remains parked; the live middle gate is that path candidates still cannot be compiled (e834b2f2: 0 candidates, reach blocker). After 03:55 Competitor mapping (Rape Crisis) this hour rotates AWAY from Competitor mapping to Risk reduction. Preferred primary is ASA / CAP Code (asa.org.uk / cap.org.uk) — advertising / marketing claims rules for UK ads (risk constraint on inventing a first-hour-sold path that assumes sales claims are unregulated). Distinct from PECR (consent to send), CPRs/DMCCA (unfair trading — already filed 3 Sep 10:55), CCR 2013, CRA 2015, E-Commerce Regulations 2002 (already filed 3 Sep 15:55), UK GDPR/DPA, MSA s.54, Equality Act, HSWA, CA 2006 directors' duties, Bribery, CFA, FTPF, LSA, TRS, ICO fee, Trading disclosures SI 2015/17. Hold = no invention, not no recon. Not a FYJ path. Not P. ## Searched Primary: Advertising Standards Authority / Committee of Advertising Practice (www.asa.org.uk; asa.org.uk → www.asa.org.uk; www.cap.org.uk / cap.org.uk → www.asa.org.uk). Preferred host is readable this hour — no fallback switch. Business Protection from Misleading Marketing Regulations 2008 (SI 2008/1276) left unused as primary because preferred primary lived (existence-only probe recorded on legislation.gov.uk/uksi/2008/1276/contents). ## HTTP inventory - https://www.asa.org.uk/ — GET with browser-like UA HTTP 200 size 54048 content-type text/html;charset=UTF-8. Title: Home - ASA | CAP. Prints UK advertising regulator; CAP writing Advertising Codes; AdviceOnline / Copy Advice / rulings / sanctions / Trading Standards referrals. - https://asa.org.uk/ — same GET → https://www.asa.org.uk/ HTTP 200 size 54048. - https://www.cap.org.uk/ — same GET → https://www.asa.org.uk/ HTTP 200 size 54048. - https://cap.org.uk/ — same GET → https://www.asa.org.uk/ HTTP 200 size 54048. - https://www.asa.org.uk/codes-and-rulings.html — HTTP 200 size 40171. Title: Codes and rulings - ASA | CAP. - https://www.asa.org.uk/codes-and-rulings/advertising-codes.html — HTTP 200 size 38661. Title: Advertising codes - ASA | CAP. Prints UK Advertising Codes for advertisers, agencies and media owners; Non-broadcast Code + Broadcast Code. - https://www.asa.org.uk/codes-and-rulings/advertising-codes/non-broadcast-code.html — HTTP 200 size 60643. Title: Non-broadcast Code - ASA | CAP. Prints UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) as the rule book for non-broadcast advertisements, sales promotions and direct marketing communications; must be followed by all advertisers, agencies and media; enforced by ASA; PDF download link live. - https://www.asa.org.uk/codes-and-rulings/advertising-codes/broadcast-code.html — HTTP 200 size 65513. Title: Broadcast Code - ASA | CAP (BCAP; context — broadcast sibling, not primary depth this hour). - https://www.asa.org.uk/type/non_broadcast/code_folder/preface.html — HTTP 200 size 50170. Title: Preface - ASA | CAP. - https://www.asa.org.uk/type/non_broadcast/code_folder/scope-of-the-code.html — HTTP 200 size 57205. Title: Scope of the Code - ASA | CAP. Prints CAP Code applies to (among others) advertisements in newspapers/magazines/brochures/leaflets/mailings/e-mails/text/fax/catalogues; posters; cinema/video; non-broadcast electronic media including online paid-for space, paid-for search listings, viral ads, in-game ads, commercial classified, advergames in display ads, online promotions; marketing databases; promotions; advertorials; marketing communications from companies/organisations/sole traders. - https://www.asa.org.uk/type/non_broadcast/code_section/01.html — HTTP 200 size 50305. Title: 01 Compliance - ASA | CAP. Prints rules 1.1–1.10 including: marketing communications should be legal, decent, honest and truthful; must reflect spirit not merely letter; primary responsibility on marketers; agencies/publishers also accept obligation; marketers must give full name and geographical business address to ASA/CAP without delay if requested (1.7.1); must not state or imply a product can legally be sold if it cannot (1.10.1; DMCCA Schedule 20 note). - https://www.asa.org.uk/type/non_broadcast/code_section/02.html — HTTP 200 size 46893. Title: 02 Recognition of marketing communications - ASA | CAP. - https://www.asa.org.uk/type/non_broadcast/code_section/03.html — HTTP 200 size 79695. Title: 03 Misleading advertising - ASA | CAP. Prints Background (transactional decision test / Appendix 1; ASA will take Unfair Commercial Practices provisions in Chapter 1 of Part 4 of the Digital Markets, Competition and Consumers Act 2024 into account) and rules including 3.1 marketing communications must not materially mislead or be likely to do so; 3.2 puffery allowed if not materially misleading; 3.3 must not omit material information; 3.4 price-quoting communications must not omit main characteristics / identity and business address / total price including fees taxes charges / freight delivery postal charges where applicable. - https://www.asa.org.uk/type/non_broadcast/code_section/appendix-1.html — HTTP 200 size 51847. Title: Appendix 1 The DMCCA and the BPRs - ASA | CAP (links CAP Code to DMCCA UCP provisions and Business Protection from Misleading Marketing Regulations — sibling already on Risk reduction line via CPRs/DMCCA; not re-filed as primary SI). - https://www.asa.org.uk/static/c6be0fb9-2c66-4248-ba5b824bf26fd3d3/fa3714eb-f3e9-4c45-b9d31f1b87d00d3a/The-CAP-Code.pdf — HTTP 200 size 1274984 application/pdf (full CAP Code PDF download from non-broadcast page). - https://www.asa.org.uk/about-asa-and-cap.html — HTTP 200 size 39210. Title: About ASA and CAP - ASA | CAP. - https://www.asa.org.uk/about-asa-and-cap/about-regulation/about-the-asa-and-cap.html — HTTP 200 size 46875. Title: About the ASA and CAP - ASA | CAP. Prints ASA as UK’s independent advertising regulator; CAP sister organisation writing the Advertising Codes; self-regulation for non-broadcast; co-regulation with Ofcom for TV/radio; advertisers must hold evidence to prove claims before publishing; mission to make every UK ad a responsible ad; bans ads that are misleading, harmful, offensive or irresponsible. - https://www.asa.org.uk/advice-and-resources.html — HTTP 200 size 39996. - https://www.asa.org.uk/advice-and-resources/resource-library.html — HTTP 200 size 45482. Title: Resource library - ASA | CAP. - https://www.asa.org.uk/advice-and-resources/resource-library/advice-online.html — HTTP 200 size 49722. Title: AdviceOnline entries for interpreting CAP Code. - https://www.asa.org.uk/resource/misleading-advertising.html — HTTP 200 size 68128. Title: Misleading advertising resource. - https://www.asa.org.uk/codes-and-rulings/sanctions.html — HTTP 200 size 48071. Title: Sanctions - ASA | CAP. - https://www.asa.org.uk/codes-and-rulings/trading-standards-referrals.html — HTTP 200 size 58022. Title: Trading Standards referrals - ASA | CAP. Prints legal backstop referral list (81 results shown on page this hour). - https://www.asa.org.uk/codes-and-rulings/non-compliant-online-advertisers.html — HTTP 200 size 56716. Title: Non-compliant online advertisers - ASA | CAP. - https://www.asa.org.uk/make-a-complaint.html — HTTP 200 size 52098. Title: Make a complaint - ASA | CAP. - https://www.asa.org.uk/robots.txt — HTTP 200 size 319. User-agent: *; Disallow: */type/capcode/code_rule/*; */type/bcapcode/code_rule/*; */account/*; Sitemap: https://www.asa.org.uk/sitemap.xml. - https://www.asa.org.uk/sitemap.xml — HTTP 200 size 32220. Includes codes-and-rulings / advertising-codes / non-broadcast-code among **155** locs. - Named short-path 404s (HTML 404 bodies size ~32300 title "404 Page not found - ASA | CAP"): /type/non_broadcast/code_section/list.html (32324); /contact.html (32295); /about-asa-and-cap/about-regulation/funding.html (32330); /advice-and-resources/for-non-broadcast.html (32326 earlier probe). Soft note: contact details live in page footers (Castle House address + Tel 020 7492 2222); non-broadcast sections live under /type/non_broadcast/code_section/NN.html. - Footer chrome on live pages prints four UK company numbers: Advertising Standards Authority Ltd. (trading as ASA), registered in England and Wales, Registered Number **0733214**; Advertising Standards Authority (Broadcast) Ltd. (trading as ASAB), Registered Number **5130991**; Committee of Advertising Practice Ltd. (CAP), Registered Number **8310744**; Broadcast Committee of Advertising Practice Ltd. (BCAP), Registered Number **5126412**; all registered at Castle House, 37-45 Paul Street, London, EC2A 4LS; Tel: 020 7492 2222. - Companies House: **opened for printed numbers only** (8-digit CH form): - https://find-and-update.company-information.service.gov.uk/company/00733214 — HTTP 200 size 35752. ADVERTISING STANDARDS AUTHORITY LIMITED(THE); Active; private company limited by guarantee without share capital; Incorporated on 22 August 1962; Registered office Castle House, Paul Street, London, England, EC2A 4LS; SIC 74909. - https://find-and-update.company-information.service.gov.uk/company/08310744 — HTTP 200 size 35715. THE COMMITTEE OF ADVERTISING PRACTICE LIMITED; Active; private company limited by guarantee without share capital; Incorporated on 28 November 2012; same Castle House address; SIC 74990 Non-trading company. - https://find-and-update.company-information.service.gov.uk/company/05130991 — HTTP 200 size 35826. THE ADVERTISING STANDARDS AUTHORITY (BROADCAST) LIMITED; Active; Incorporated on 18 May 2004; Castle House; SIC 74909. - https://find-and-update.company-information.service.gov.uk/company/05126412 — HTTP 200 size 35771. THE BROADCAST COMMITTEE OF ADVERTISING PRACTICE LIMITED; Active; Incorporated on 12 May 2004; Castle House, 37-45 Paul Street; SIC 74990. Did not invent Commission/CH figures beyond what the overview pages printed. Did not open 16892858. - Fallback existence only (not primary; preferred lived): https://www.legislation.gov.uk/uksi/2008/1276/contents — HTTP 200 size 35604 (Business Protection from Misleading Marketing Regulations 2008). ## What stands - Live ASA / CAP non-broadcast advertising-claims cluster: apex HTTP 200 size 54048; codes-and-rulings 40171; advertising-codes 38661; non-broadcast-code 60643; broadcast-code 65513; preface 50170; scope 57205; 01 Compliance 50305; 02 Recognition 46893; 03 Misleading 79695; appendix-1 51847; CAP Code PDF 1274984; about 39210; about-regulation 46875; advice 39996; resource-library 45482; advice-online 49722; misleading-advertising resource 68128; sanctions 48071; trading-standards-referrals 58022; non-compliant-online-advertisers 56716; make-a-complaint 52098; robots 319; sitemap 32220 (155 locs). - Printed identity (context only): ASA Ltd 0733214 / CH 00733214 Active from 22 Aug 1962; CAP Ltd 8310744 / CH 08310744 Active from 28 Nov 2012; ASAB 5130991 / CH 05130991; BCAP 5126412 / CH 05126412; Castle House, 37-45 Paul Street, London EC2A 4LS; Tel 020 7492 2222. CH opened for those four printed numbers only. - Site thesis (context only, not a path): UK self-regulatory advertising system — CAP writes the CAP Code (non-broadcast ads, sales promotions, direct marketing); ASA enforces (amend/remove ads; sanctions; Trading Standards referral as legal backstop). Scope explicitly covers online paid-for space, emails, websites promotions, and marketing communications by companies/organisations/sole traders. Rule 3.1: must not materially mislead. Rule 1.1: legal, decent, honest and truthful. Advertisers must hold evidence for claims before publish. Distinct from E-Commerce SI (identity/order mechanics on the selling surface) and from CPRs/DMCCA (statutory unfair trading) — this hour is the advertising-claims code that sits on what a first-hour sales message may claim. - Constraint shape: inventing a first-hour-sold path that assumes sales / marketing claims are unregulated is constrained — non-broadcast marketing communications (including online and email) must not materially mislead, must not omit material information, and sit under ASA enforcement with Trading Standards backstop. Not a buyer. - BPMR 2008 existence probe recorded but unused as primary because ASA/CAP preferred primary lives. ## What does not stand - No page names a FYJ customer, market, offer, or P. - ASA complainants, marketers, agencies, publishers, Copy Advice users, and non-compliant advertisers are not a FYJ buyer. - An advertising self-regulation / CAP Code host is not a FYJ market path. - Naming "FYJ for ASA-compliant advertisers / CAP Copy Advice buyers" is inventing a customer — banned. - Do not invent further company numbers. Do not re-file E-Commerce SI / CPRs/DMCCA / PECR as primary. Do not open 16892858. - Who / why / how / next all missing. Compile stays 0 (e834b2f2); the reach blocker is not closed by filing a claims-code constraint. ## End-to-end test - Who it is for: missing. - Why they would pay: missing. - How FYJ reaches them: missing — and this hour sharpens the claim-side of that question: any invented first-hour sales message that is a marketing communication in CAP scope must not materially mislead and must hold evidence for claims before it is published. That is a constraint on what the selling message may say, not a named how. - What sits next: missing. No real public fact this hour filled any of the four. Do not invent the rest. ASA/CAP fills a Risk reduction cell as an advertising-claims constraint on the selling surface. It does not fill a path cell. ## Value-forming Risk reduction now has another filed constraint that sits on the selling surface’s **claims**, next to E-Commerce SI 2002/2013 (identity / order mechanics on the reach mechanism) and CPRs/DMCCA (statutory unfair trading). Value has not started to form as a FYJ path. An ASA homepage / CAP Code PDF is not who / why / how / next. Verdict: stronger as a constraint on inventing unregulated sales claims; stayed thin as a path. ## Result No path named yet. Risk reduction got stronger as a constraint on inventing unregulated sales / marketing claims; stayed thin as a path. P unchanged. Compile stays 0. Blocker still reach. Cut 63e813ea parked. Hermes parked. Slot unchanged. Layer unchanged (Peer toggle: Founder View ↔ Agent View). Confirmation: Contract UUID 26e4abb6-3b66-4a66-a4f7-d4c065ad9233 is live. Hold = no invention, not no recon. Primary host this hour: www.asa.org.uk (ASA / CAP Code). No path named. P unchanged. Customer cut parked.