ASA - Case Study of Existing Advertising Campaigns researching the role and impact of - Advertising Standards Authority (ASA) and Ofcom.

ASA background: ASA was founded in 1961 with a committee of advertising practise that are called CAP which means committee of advertising practise, to mainly focus on protection of consumers and publics interest. they are a company which helps keep the advertisements, appropriate for all viewers and control all the advertisements in the UK to be shown and what can and what cannot be shown in the adverts, for example even on posters, radio's. ( http://www.asa.org.uk/About-ASA/About-regulation/Co-regulation-of-broadcast-advertising.aspx ) What is the role of the ASA in the regulation of advertisements? They regulate all different types of advertisements for example The types of adverts they regulate are any adverts that appear in;-newspapers, -magazines, -brochures, -leaflets, -e-mails, -text transmissions (including SMS and MMS), -fax transmissions, -catalogues, -follow-up literature, -cinema, -video, -DVD,-etc... The advertisement they do not regulate are the one that works of art exhibited (public or private),Claims, addressed only to medical, dental, veterinary or allied practitioners,Marketing communications in foreign media and Classified private advertisements. http://www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML/Scope-of-the-non-broadcast-CAP-code.aspx What is the legal standing of the ASA in relation to Ofcom? The majority of sanctions for non-broadcast advertising are co-ordinated through CAP, whose members are trade associations representing advertisers, agencies and media. There are several CAP sanctions, which can be employed in different circumstances: Ad Alerts - CAP can issue alerts to its members, including the media, advising them to withhold services such as access to advertising space. -Withdrawal of trading privileges - CAP members can revoke, withdraw or temporarily withhold recognition and trading privileges. For example, the Royal Mail can withdraw its bulk mail discount, which can make running direct marketing campaigns prohibitively expensive. -Pre-vetting - Persistent or serious offenders can be required to have their marketing material vetted before publication. For example, CAP’s poster industry members can invoke mandatory pre-vetting for advertisers who have broken the CAP Code on grounds of taste and decency or social responsibility – the pre-vetting can last for two years. -Sanctions in the online space - CAP has further sanctions that can be invoked to help ensure marketers’ claims on their own websites, or in other non-paid-for space under their control, comply with the Codes. http://www.asa.org.uk/Industry-advertisers/Sanctions/Non-broadcast.aspx What are the procedures of the organisation? to make a complaint firstly you have to film out a form online, for them to check before handling your complaint. First, check whether your complaint is covered by the ASA. -If it is, submit your complaint online, or telephone, text , or write to us. -We’ll give you the name of the person who will handle the case and be your point of contact. -The names of those who make a complaint are kept confidential from the advertiser, unless you are asking us to have your name taken off a mailing list or the complaint is from an individual, competitor or organisation with obvious interest in the outcome of the complaint (such as consumer bodies and pressure groups). -We publish our rulings -Ads that break the rules are required to be amended or withdrawn, if they aren't we will take steps to make sure our ruling is followed. They also handle both non - broadcast and broadcast advertisements. http://www.asa.org.uk/Consumers/How-to-complain.aspx What are the key parts of the code governing food and soft drink advertising and children and advertising that you think will be important to bare in mind for your advert? I would have to make sure that my advertisements don't have any un-appropriate sexual references and also violence, and I cannot advertise junk food to little kids as that is illegal to do. anything a child is likely to copy but however is bad, I cannot add into my advertisement. Summarise some TV Advertising case studies of problematic food and soft drink advertising and children and advertising with video embeds and the ASA ruling. this advertisement was made a complaint about as the customers had pointed out that the guy eating the 'double whopper' burger is different to how the burger is in real life and is miss-leading for some viewers. as the burger seems smaller and may not have all the ingredients in the burger as it shows in the advertisement but not in the actual burger. The ASA had done some research as burger king said that 'it was their policy to follow the same protocol each time they filmed or photographed their products and only used Burger King approved ingredients which a customer would receive in-store' from now on burger king will try and state all the ingredients in the burger in their adverts so they are no miss-leading messages. this advertisement was partially upheld and mainly because they thought the girl in the advert was too young and condoned, underage sex, last line in the advertisement is potentially a harmful sexual reference, scheduled non-appropriately as it can be seen by kids, oasis is a substitute for water which is not healthy. overall as the woman who plays the daughter in the advertisement is actually in her 20's looks young in her looks which will confuse audiences and make them think she's having under age sex. The decision for this advertisement was upheld.