The document discusses two UK regulatory bodies - the Advertising Standards Authority (ASA) and Ofcom. The ASA regulates advertising across various media like print, TV, radio and internet. It handles complaints and can order ads to be withdrawn if found breaching advertising codes. Ofcom regulates TV, radio, telecoms and monitors compliance with various content codes. Two case studies of ASA rulings on alcohol and car ads are provided, with one ad upheld as inappropriate and the other given no further action.

1. Regulation
Asa
 The advertising standards authority is the self-
regulatory organization of the advertising industry in
the UK.
 They act on complaints proactively checking the media
to take action against misleading, harmful or offensive
advertisements.
 If they judge an advert has breached UK advertising
code, then it must be withdrawn or amended and the
advertisers must not use the same approach again.
Asa deal with several types of ads such as the
following:
 Magazines and newspaper advertisement
 Radio and TV commercials
 Television shopping channels
 Advertisement on the internet (banner and
display ads)
 Leaflets and brochures
 Cinema commercials
 Advertising within smartphones and tablets
 Sales promotion (prize draws, special offers and
competitions)
Ofcom
 Ofcom is the communication regulator in the UK. They
regulate the TV video on demand sectors, fixed line
telecoms, mobiles, postal service airwaves over which
wireless devices operate.

2.  Ofcom deal with most content on television, radio and
video on demand services, but there are some areas
where we share responsibility with another regulator.
 Ofcom deals with complaints by carefully assessing the
program in question, making sure they are not
breaking the rules. If they do not believe the complaint
raise issues warranting further investigation, they will
close the complaint but will record it in their broadcast
and on demand bulletin.
Ofcom codes:
 Guidance for TV and Radio- Guidance on Ofcom’s
broadcasting codes for TV channels and radio stations,
technical requirements and other broadcasting matters
 Code on TV advertising- these rules give effect to relevant
provision of the communication act, the audiovisual media
services. Broadcaster must also comply with the UK code
of broadcasting advertising, issued by the broadcast
committee of advertising practice.
 Code on Sports and Listed events= the purpose of these
arrangements is to make sure that key sporting events are
made available all over the Television for all viewers,
particularly those who cannot afford the extra cost of
subscription television.
 Code on TV Access Service- this sets out the requirements
on subtitling, sign language and audio description, that
apply to all the television broadcasters.
 Code on EPG’s
 Legacy codes- the rules within this code means that
material that might seriously impair the physical, mental
or moral development of people who are under the age of
eighteen must not be broadcast. Children must also be
protected by appropriate scheduling from material that is

3. unsuitable for them, this means that certain shows must be
shown late in the evening when children will be a sleep,
such as the program family, which contains sexual and
abusive content.
Case study 1
https://www.asa.org.uk/Rulings/Adjudications/2016/9/Ca
rlsberg-UK-Ltd/SHP_ADJ_344976.aspx
The Carlsberg ad seen on 18th June 2016, featured football
manager Stuart Pearce and a delivery van going to a building
site with a large crate of Carlsberg for the builders on site.
Then an informal football game takes place, after which
workers on site are seen carrying away one pack of
Carlsberg, each on their shoulder. During the ad some text
appears twice ‘Bulk Beer’.
There were three issues, which were investigated by ASA, of
which two were not upheld and one was upheld.
Issue

4. Alcohol concern challenging whether:
1. Whether the ad was irresponsible, because they
encouraged excessive drinking.
2. Breached the code, because it implied that drinking
alcohol was key component of the success of a social
event.
3. Breached the code, because it showed large quantity of
alcohol being delivered to a building site and linked
alcohol with the use of potentially dangerous
machinery.
Action
Carlsberg were told by the ASA that the ad must not appear
again in its current form. They told Carlsberg UK Ltd and
trade point to ensure their ads did not link alcohol with
locations in which drinking would be unsafe and unwise.
Judgment made by the ASA meant that the Carlsberg advert
was upheld in part, so some of the advert was seen to be
inappropriate so was banned however other parts of the
advert could still be use.
I do agree with this ruling as I think that it is fair and that
ASA were right as the viewers watching the ad maybe
encourage to do some the action which are shown in the
advert.
Case study 2
https://www.asa.org.uk/Rulings/Adjudications/2016/9/Vo
lkswagen-Group-UK-Ltd/SHP_ADJ_343660.aspx
The Audi advert, seen between the 6th and 8th of June,
promoted the R8 model. The ad began by showing a close-
up, slow motion shot of the car drifting and spinning inside a
film studio creating rings on the floor. The advert then cuts
to a birds-eye view shot revealing the ‘doughnuts’ created by
the car and smoke comes around the tyres. The circular

5. tyres tracks then gradually create the Audi logo with on
screen text that states ‘speed isn’t everything’.
Issue
Four complaints challenged whether the ad condoned
irresponsible and dangerous driving
Action
ASA decided that no further action was necessary because
the advert was showing the full potential and capability of
the car and how it performances under extreme pressure.
I agree with this judgment because the film was not directly
encouraging people to do this action, however it did show
how fast that its vehicle could travel.