Monday 5th of June 2017

New supply chain videos simplify CPR message

The Approved Cables Initiative (ACI) has developed an online video campaign to highlight Construction Products Regulation (CPR) requirements and how they affect the cable industry.

The campaign which launches this week (Monday 5th June) targets four audiences and complements a range of animated videos launched by the ACI earlier this year.

Part of the ACI’s further involvement in content marketing, the four videos target contractors, wholesalers and distributors, specifiers and designers, and manufacturers spelling out each group’s specific responsibilities and what changes from 1st July.

Peter Smeeth, of the Approved Cables Initiative said: “We are using this medium to support our existing communications activity. Our target audiences look more and more to online material to find answers and there are a wide range of channels for sharing this information. The ACI has been concerned by the level of misinformation around CPR and to this end we have produced these videos to offer a succinct explanation of what is required.

“It is also to remind those in the supply chain that the ACI will proactively police the market for non-compliant cable product and bring to the attention of relevant UK authorities all breaches of CPR Certification and Approval. Trading Standards will also make market checks and there are penalties for putting product on the market that is not CPR compliant.”

The videos will be hosted on the ACI’s website and its YouTube channel and it is hoped that all cable industry associations will share the content with members and followers. The videos can be watched at

The ACI launched in 2010 to address the issues of unsafe, non-approved and sub-standard cables entering the UK market place. The ACI gives guidance to the cable supply chain and where it identifies suspect cable, contact is made with relevant importers, distributors, manufacturers and results are published. Part of the ACI’s work involves lobbying Government to reinforce current legislation and to promote independent third party approval for all cable sold in the UK.

Industry Associations