1. MildaKriuckova
ASA Research Task
http://www.asa.org.uk/
Introduction Questions
ASA standsfor AdvertisingStandardsAuthoritywhoare independentregulatorsof advertingacross
all of the media’sinthe UnitedKingdom.Whattheydoisapplythe codesof advertingwhichhave
beenwrittenbythe Committeesof AdvertisingPractice. ASA haswhattheycall a ‘five strandsof our
advertising’ thisiswheretheyleteveryoneknow whattheirkeyprinciplesof advertingcodesare.
Numberone is‘Understanding’.Inthissectiontheytalkaboutthattheyare goingto openforany
callsaboutregulatorychangesandwill be dealingtheminthe timelyfashion.Numbertwois
‘Support’andhere theytell thattheywill be provingsupporttoadvertiserscreatingresponsible
adverts.Numberthree is‘Impact’ where theypromise tospendmore time onthe thingsthat
matter.Numberfouris‘Proactive’where theyclaimthattheywilluse awide range of informationto
helpthemtackle the problems.Lastly,numberfiveis‘Awareness’where tell thattheywill rise
awarenessof whotheyare and whattheycan do.
The way that ASA protectchildrenisthattheyhave joinedforceswithsome othermediaregulators
to create ParentPort.Thisisa website whichwasespeciallycreatedtomake iteasierforparentsto
understandthe standardsthatorganisationsmustfollow.
2. MildaKriuckova
ASA had receivedcomplainof 939 about the advertcreatedby the Departmentof Energyand
Climate Change onthe 17th
March 2010.
The adverttalks aboutthe damagesof the CO2 inthe atmosphere.The waythatthese damagesare
shownto the audience isthoughthe bedtime storythata fatherisreadingtohisdaughter.Ashe is
readingwe see whatishappeningaseverydamage isportrayedinthe book.
Some of the issuesaboutthe advertwere made bythe MEP who saidthat the imagesof the
drowningdoginthe cartoon bookand all of the descriptioncouldbe distressingtothe childrenwho
saw the advert.The otherissueswhere thatthe statisticsof the CO2,the representationsof the CO2
as a black smogand the exaggerationof the strange weatherandthe floodinthe UKwere all
misleading.
These are the codesthatthe adverthasbroken:
CAP Code (Edition11) - 3.13.27.19.19.249.149.3
BCAP TV Code - 5.1.15.1.25.2.15.2.66.16.47.4.17.4.67.4.7
BCAP TV SchedulingCode - 4.2.3
ASA had acknowledgedthe factthatsome of the complaintswere basedaroundthe complainant’s
childrenthatitmightmake themupset.The ad has beengivenan‘ex-kids’restrictionbythe
Clearcastmeaningthatthe ad shouldnotbe shownany time thatthe kidsmightbe watchingthe
televisionontheirown.
3. MildaKriuckova
ASA had receivedcomplainof 2 towardsthe Departmentof Healtht/aNHS in2 June 2010.
The adverttalks aboutthe damage that alcohol makestoyour body.Inthe advertwe can see a
middle age woman.She is shownastransparentsothat we are able to see herorgans andwhat
binge drinkingdoestoherbody.
The issueswiththisadvertwere thatthe statement‘youare three timesmore likelytogetmouth
cancer’ isexaggerated.
These are the codesthatthe adverthasbroken:
BCAP TV Code - 5.1.15.2.1
ASA didn’ttake actionto the complaint.
