The ASA was started in 1962, around one year after CAP (Committee of advertising practice) had been established, soon after this the asa replaced Cap. When adverts started broadcasting in 1955, they needed to soon be controlled, and at some point all the claims made towards the adverts were subject to any kind of regulation. Later in 1973, adverts on radio was created and the were also subject to control.
What is the role of the ASA in the regulation of advertisements?
The ASA's role is to stop adverts that are not appropriate for everyone off the any type of advertising and they do regulate all the adverts on the television, the adverts on radio, print media meaning posters etc, direct marketing meaning emails and they try to regulate the internet but it doesn't seem to be working as they can only regulate UK sites and can't do anything if the ad is from somewhere else like Russia.
What is the legal standing of the ASA in relation to Ofcom?
The asa rules TV and radio adverts and also rule any poster, billboards etc that are placed in plain sight and also emails, normal mail, texts and any UK based company websites. If any advertiser breaks the rules they can have the advert withdrawn and if maybe even prosecuted. Ofcom manages the teleshopping side of tv and make sure that all those adverts are real, fair and honest.
What are the procedures of the organization?
The asa have a section on the website just so that people can email them about anything wrong that they might have seen in an advert using their online complaints form, they also have a contact page in case something is wrong with the complaints page. After complaining to the asa they, send you an email with the outcome of that person's complaint. If there is a huge list of complaints then the advert may receive a project approach meaning that they look a bit harder at it and decide. The asa use rules to judge complain on how truth it is rather than how many times the same advert was complained about.
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 need to keep in mind when making my advert that it should be legal so nothing illegal should happen within the advert such as underage drinking etc. It should be decent meaning everyone should be clothed and if the idea is people naked then they need to have their private areas covered up. The advert needs to be honest so we can not say something like the chocolate bar can make you a billionaire or something like that. Lastly the advert has to truthful, it can not depict a lie and show something as if it hasn't happened such as showing the second world war and having someone throw an airplane as they are fighting.
4 TV advertising case studies.
This advert was a walkers crisp promotion as they were offering free trips around Britain and as the driver, played by Gary Lineker drove around eating crisps and towards the end at 0:59 drove under a low bridge and caused the roof off the bus to be ripped straight off the bus.The reason this advert was removed was because viewers said that they thought it would upset anyone who experienced a similar incident.
This is a orangina advert, a drink made mainly for adults and non-alcoholic, before the advert was even aired it was pushed to after the watershed for the sexual nature of this advert.The advert is not story driven rather it is just about a bunch of animals made to look sexual so much so that the all female animals are in skimpy bars and a throng. The advert was looked down at by women and they said that it was offensive to them and demeaning to all women.
Flora butter advert
http://www.youtube.com/watch?v=8_JPJhxOVV8
This advert is about 2 brothers who make their parents breakfast in bed and then walk in their parents having sexual intercourse and is dubbed by the boy as 'wrestling,'and while this is unseen by the audience it was said to be unsuitable for children to see. The advert was compainted almost 200 times about but the asa said that because it does not contain any sexually graphic or distressing scenes it was unlikely to cause fear or distress to younger viewers.
Yellow pages banned advert (Haircut)
This advert is about a man who decides to cut his daughter’s hair as he thinks that the shops are to expensive and after cutting her hair his wife comes in and she goes crazy about the hair cut as she states that it is awful and horrible. He then lies and makes it out to seem like he did go to the barbers and lies about who cut his daughter’s hair and then goes to the yellow pages to select a hair salon to go to, as to make a scene about it, he then makes it out to look like he is telling the receptionist about the horrible haircut and blaming them so his wife will think that happened when he really offered to pay the shop double so that they can fix the hair. The reason this offended a lot of people is because lying the core of the advert and having an advert revolve around lying isn't good. And the man goes great lengths just to lie instead of just telling the truth.
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