The British Board of Film Classification (BBFC) is a non-governmental organization established in 1912 by the film industry to classify and restrict films shown in the UK. The BBFC uses rating symbols like U, PG, 12A, 15, and 18 to provide age restrictions for viewing films. When a film is submitted, two examiners watch it and assign a rating based on content. The Advertising Standards Authority (ASA) regulates advertising content in the UK through a self-regulatory system. Complaints about ads are investigated and rulings are made on whether ads comply with codes of practice. Rulings can be appealed within 21 days with new evidence or flaws identified. Apple has previously had ads banned by the ASA

1. Audience and producer
control

2. BBFC (British Board of film classification)
The British Board of Film Classification is a non-governmental organization,
founded by the film industry in 1912 and responsible for the national classification
and restriction of films within the United Kingdom.
The BBFC was established as the British Board of Film Censors by members of the
film industry, who would rather manage their own control than have national or
local government do it for them. It began operating on 1 January 1913.
U RATING- The U symbol stands for Universal. A U film should be suitable for
audiences aged four years and over.
PG- PG stands for Parental Guidance. A PG film should not unsettle a child aged
around eight or older. Some films are given a PG certificate but have not been
made with a young audience in mind so they are not necessary aimed at children

3. 12 AND 12A- The 12A rating is only used for films shown in cinemas. Films rated
12A are suitable for children aged 12 and over. However, people younger than 12
may see a 12A so long as they are accompanied by an adult. A 12 rating is also a
similar system for retailers. You cannot sell or rent unless the customer is over the
age of 12.
15- No-one under 15 is allowed to see a 15 film at the cinema or buy/rent a 15
rated video. This means this rating isn’t available for under the age of 15.
18- Films rated 18 are for adults. No-one under 18 is allowed to see an 18 film at
the cinema or buy / rent an 18 rated video. No 18 rated works are suitable for
children.

4. How they rate films
When a film is finished and ready to be seen its distributor sends it in to the BBFC with an
online form. The form gives us information including how long a work is, when it is due to
be released in cinemas and what rating the distributor would like.
The company must pay us to rate the film. They pay an amount of money per minute, plus
a small sum of money for our costs. An average length film would cost about £800.
The film is checked to make sure it is finished and good enough quality for a team of
Examiners to watch it. Examiners have to rate the exact same film that people will see in
the cinema.
Two Examiners watch the film. They must carefully note the title down. They then make a
note of all the issues in the film as they watch. When they finish, they write a synopsis,
discuss the age rating and write the BBFCinsight for the film.

5. ASA (Advertising Standards Authority)
The Advertising Standards Authority is the self-organisation of the advertising
industry in the UK. The ASA is a non-statutory organisation so cannot
enforce legislation. Though, its code of advertising practice broadly reflects
legislation in many cases. The ASA is not funded by the government, but by tax on
the advertising industry.
Its role is to "regulate the content of advertisements, sales promotions and direct
marketing in the UK" by investigating "complaints made about ads, sales
promotions or direct marketing", and deciding if the advertising is obeying to the
advertising standards codes.

6. Complaints procedure
The ASA first need the full name and address of the company to ensure the
company is legitimate. The investigation begins with contacting the advertiser for
its view on the advertisement where needed and claims made in it.
Once the investigation is complete a draft recommendation is sent to both
advertiser and original complainant for comments along with request form to keep
the complaint public.
The draft is then submitted to the Independent Advertising Authority Council which
judges the investigation. The ASA council then discuss the complaint with the draft
recommendation and votes are made whether or not to forward the complain. The
adjudication is then posted on the ASA’s website which is made available to the
public and press if goes through.

7. If there are grounds for an appeal against an adjudication, the case is reviewed by
the Independent Reviewer. This must only be within 21 days of the adjudication,
and in writing for stating the grounds for appeal. Only the advertiser or the original
complainant may request an appeal.
There are only two ways in which an appeal can happen. One if there is any
additional evidence the other is substantial flaw in either the ASA adjudication or
the investigation.
EXAMPLE: APPLE
Apple has been involved in two major rulings by the ASA; its claim to be selling "the
world's fastest personal computer" in 2004, its Power Mac GS system, was judged
to be unsubstantiated.
In August 2008, an advertisement for the iPhone was banned because of false
claims that it could access "all of the Internet."