2. WHAT IS IT?
ASA stands for the advertising standards authority and it is the
UK’s independent regulator of advertising across the media.
The ASA look into complaints concerning certain products and
consider their suitability, these complaints could include:
• Sexually inappropriate
• Racism
• Offensive to people with disabilities
• Animal cruelty
• Inappropriate
• Violence
3. CASE STUDY…
LYCAMOBILE
Lycamobile is in breach of the UK Ad Code for misleading claiming a
mobile phone plan has “unlimited” 4G data.
The ASA published a ruling on 13th August 2014 about a claim for a mobile
phone plan on the lycamobile.co.uk website that stated “ Unlimited 4G
Data with 500 UK minutes and unlimited UK texts only £12 per month,”
which was challenged by the complaints.
Lycamobile have disregarded the ASA and because of this the matter went
to the CAP compliance team and they were informed that they couldn’t
show the ad in its existing form unless there was sufficient evidence for
“unlimited” texts. As well as this they are reported on the ASA website
cautioning customers of their dishonesty.
