Josh jones advertising standards agency


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Josh jones advertising standards agency

  1. 1. Josh Jones Advertising Standards Agency (ASA) The ASA is an independent organisation that ensures that televisionadvertisements in the United Kingdom are truthful, decent, honest and legal. Theywork alongside a government department called the Office of Fair Trading (OFT) andOfcom to ensure that when adverts are made, that they follow regulations which theASA regularly adjusts for the benefit of consumers. They also make sure that anycomplaints that are received are dealt with as quickly as possible and action is takenagainst any company that doesn’t play by the rules. The ASA is funded by a levy on advertisement spending. The levy is collected atarms’ length to ensure that the ASA’s independence is maintained. It is collected bythem on behalf of two external organisations. The Advertising Standards Board ofFinance (ASBOF) and (BASBOF) The Broadcast Advertising Standards Board ofFinance. The main aims of the Advertising Codes (rules) are to ensure that alladvertisements that get broadcast on television are truthful, honest, decent and legaland that there are no aspects that may cause offend to certain types of people suchas the disabled. The code itself comes in 32 sections with individual legislation forevery possible type of advert.The ASA only needs to receive one complaint for it to launch an investigation intothat particular advertisement. What makes adverts controversial is their content and intended message. Manypeople misinterpret both but sometimes complaints are necessary. The mostcontroversial advert of 2010 was one from Paddy Power showing blind footballerskicking a cat around on the pitch which got 1313 complaints. The advert was allowedto be broadcast with the ASA claiming that ‘’it was surreal and light hearted in tone’’.Mocking the disabled and condoning kicking cats around is not light hearted, it’ssimply wrong.The second most criticised advert with 1088 complaints was Marie Stopes. It gaveadvice on sexual and reproductive health and services. The complaints camethrough misinterpretations of the adverts message and a lot of people thought it waspromoting abortion but really it was offering impartial advice on every alternative.The Department for Energy and Climate change were next in the firing line as itshowed a father reading his daughter a bedtime fairytale story about climate change.It was believed to be ‘’scaremongering’’ which I think is true because we can’t makemany predictions about the future that can be set in stone so the advert seemed toounrealistic.John Lewis made a Christmas advert which showed a young boy hanging a stockingon his dogs kennel then left the dog outside in harsh weather conditions. This linksback to the animal cruelty portrayal theme but this time shows irresponsible pet
  2. 2. Josh Jonesownership, which is true but there are two sides to the argument, the boys parentscould have got him to bring the dog inside and the boy appears to be young so atthat age he may not fully understand how to look after a dog the way people say youshould. These allegations were disputed by the ASA. Complaints about the Oven Pride advert were mainly due to gender stereotypesbut through voice over and not visual content. The voiceover said ‘’so easy even aman can do it’’. This tries to suggest men have poor domestic abilities becausetraditional theories suggest that is the case. However this is the 21st century and mencan do housework. It was meant to be ‘’light hearted’’ but some people both maleand female made complaints which I feel were somewhat justified. Marmite made two advertisements, a pro-marmite and anti-Marmite campaignbased on a political debate theme. The pro-Marmite campaign is fine because itgives reference to it’s delicious taste and B vitamins. However the anti-Marmitecampaign basically criticises it’s own product and segregates consumers of theproduct making them out to be bad people just because they like Marmite. The ASAtold the company to rethink its marketing approach which is fair enough because the‘’you either love it or hate it’’ slogan is something that makes Marmite memorable