2. Regulatory Body
Funding
The ASA is funded by advertisers through an arrangement that guarantees the ASA’s independence. Collected by the Advertising
Standards Board of Finance and the Broadcast Advertising Standards Board of Finance the 0.1% levy on the cost of buying
advertising space and the 0.2% levy on some direct mail ensures the ASA is adequately funded to keep UK advertising standards
high. We also receive a small income from charging for some seminars and premium industry advice services. We receive no
Government funding and therefore our work is free to the tax payer.
What exactly does ASA do?
The Advertising Standards Authority (ASA) is the UK’s independent regulator of advertising across all media. We investigate and
adjudicate on potential breaches of the Advertising
Codes, and monitor compliance with the rules.
The Purpose
The purpose of ASA is to ensure that advertising in all media is legal, decent, honest and truthful, to the benefit of consumers,
business and society.
They aim to achieve by getting better at regulating ads in all media, and in particular by:
•Making a success of regulating online ads
•Being an effective part of the response to societal issues shown to be affected by advertising
•Placing more emphasis on prevention rather than cure
•Being more efficient and in tune with consumers, business and society
How does self-regulation of a non-broadcast advertising work?
There are many millions of non-broadcast ads published every year in the UK, so it would be impossible to pre-clear every one of
them. For example there are more than 30 million press advertisements and 100 million pieces of direct marketing every year.
3. Regulatory Body
Complaints on the ASA website which were made about advertising for Tesco
In the paragraph it basically say every little helps which is their motto but Asda are beating them on
prices from a range of products
A TV ad for Tesco stated “Right now at Tesco this succulent leg of lamb is only £6 per Kg. These packs of
fresh vegetables are only £1 each. And these delicious pizzas are only half price. These are just three of
hundreds of special offers in store each week, to help you spend less each week. And when we
compared prices with Asda’s on Saturday the 30th of January, shopping was cheaper for over 1.1 million
Tesco customers. Tesco. Every little helps”. Tesco baskets were then shown alongside Asda baskets with
the statement “1,150,000 cheaper” and “940,000 cheaper” The footnote stated “Equivalent products
compared, covering over half our customers’ purchases, includes promotions. Excludes multiuse, non-
matches, Express, selected Metro. To verify contact Tesco Price EN8 9SL or www.tesco.com”.
Issue
ASDA challenged whether Tesco offered an appropriate means of verification for the basket of goods
comparison.
Complaints on the ASA website which were made about advertising for NSPCC
A national press ad, for the NSPCC, stated "1 in 6 children in the UK are sexually abused. Help stop it."
Issue
Six complainants challenged whether the claim "1 in 6 children in the UK are sexually abused" was
misleading and could be substantiated.
4. Code of Practise
What the code applies to?
The code applies to advertisements in newspapers, magazines, brochures, leaflets, circulars, mailings, e-mails, text
transmissions (including SMS and MMS), fax transmissions, catalogues, follow-up literature and other electronic or
printed material.
What are the central principles of the code?
The central principle for all marketing communications is that they should be legal, reliable, honest and truthful. All
marketing communications should be prepared with a sense of responsibility to consumers and society and should
reflect the spirit, not merely the letter, of the Code.
What are the basic rules of compliance for the code?
They include general rules that state advertising must be responsible, must not mislead, or offend and specific rules
that cover advertising to children and ads for specific sectors like alcohol, gambling, motoring, health and financial
products.
List all the different sections of advertising which the code covers
The UK Advertising Codes lay down rules for advertisers, agencies and media owners to follow. They include general
rules that state advertising must be responsible, must not mislead, or offend and specific rules that cover advertising to
children and ads for specific sectors like alcohol, gambling, motoring, health and financial products.
