The document discusses several regulatory and professional bodies that govern the UK creative media sector, including the British Board of Film Classification (BBFC) which classifies films, videos, and games, PEGI which provides video game age ratings, the Film Distributors' Association, Video Standards Council (VSC) which administers the PEGI system in the UK, Office of Communications (Ofcom) which regulates broadcasting, Trading Standards which enforces consumer protection laws, the Press Complaints Commission (PCC) which handles newspaper and magazine complaints, and the Advertising Standards Authority (ASA) which regulates advertising content and complaints. The document also discusses a controversial 2006 Ford car advert that was banned for depicting animal cruelty.
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1. Regulatory and professional bodies
within the Creative Media Sector
Emily Aldred
Task 3 Understand the Regulation of
the Media Sector
2. British Board of Film Classification
(BBFC)
The British Board of Film Classification
was founded in 1912 and is a non-governmental organization
funded by the film industry. They are also responsible for the
national classification and censorship of films within the UK. They
have requirements to classify videos, DVD’s and other items such
as video games under the Video Recordings Act of 2010 to keep
them age restricted. They are mostly known for the censorship of
films to keep them age restricted because you would’t want a 12yr
old watching a film that is aimed at 18yr olds that contains
violence, sexual references and provocative language.
3. PEGI
Pan European Game Information is a European video game consent that
gives age restrictions to video games. This age restriction informs the
buyer of a game of the content of the game such as violence and or
sexual references. It was developed by the Interactive Software
Federation of Europe, (ISFE) and came into use in April 2003. This
company is now used in more than thirty countries. It is also a self-
regulatory, composed of 5 different age categories and 8 content
descriptors that advise the buyer of the content. This age rating is not an
indication of difficulty or skill required to play the game, only to advise
the buyer of the content. During July 2012, Pegi became the sole system
for age classification in the UK.
4. Film Distributors
Association
Film Distributors' Association is the trade body for theatrical
film distributors in the UK - the companies that release
films for UK cinema audiences. Originally established in
London in 1915, FDA liaises and works with many
individuals, companies and organizations. FDA's Council,
or board, comprising a senior representative of each
member company, normally meets six times a year and
considers only matters of generic interest to film
distributors.
5. Video Standards Council (VSC)
The Video Standards Council was established in 1989 and fulfills
two roles of setting a standard body for video game industries
and practicing a code designed to ensure that both industries
show a duty of care in their products with customers and the
public in general, top provide its retailers members and staff with
training and courses in dealing with age restrictions on DVD’s
and video games. They also act as an administrator for the PEGI
system of age rating in the UK, therefore using its role of Games
Rating Authority. (GRA).
6. Office for Communication (Ofcom)
Office Communications is the government-approved
regulatory system and also the competition for the
broadcasting telecommunications and postal industries of the
united states. It has a statutory duty to protect the public and
viewers of program's of harmful or offensive material that
could be broadcasted by any media outlet. The main areas of
Ofcom are licensing, research, codes and policies, complaints,
competition and protecting the radio spectrum form abuse.
The regulator was initially established by the Office of
Communications Act 2002 and received its full authority from
the Communications Act of 2003.
7. Trading Standards Central
Trading Standards Central is a local authority in the UK which enforce authority
when a small or larger department of any kind breech laws such as the
environmental health, health and safety, licensing and so on. They take action
against a company when these laws are defied in a lawful or unethical way. They
attempt to redeem the company by offering advice and or taking formal
enforcement. Some legislations include protecting the consumer from unfair
trading regulations of 2008, the consumer protection act of 1987, the consumer
credit act of 1974, the food safety act of 1990 and the price marking order of
2004. People most commonly know the Trading Standards by involvement of
counterfeit good such as the sale of alcohol, tobacco or anything legal to buy
over 18, sold to a minor.
8. Press Complaints Commission
(PCC)
The Press Complaints Commission (PCC) is a voluntary regulatory
body for the British printed newspapers and magazines. The PCC is
funded by the annual levy it charges newspapers and magazines, it
also had no legal powers over the printable media, all the
newspapers and magazines voluntarily contribute to the cost, and the
adhere of the rulings of the commission to the making of this industry.
They deal with complaints made by the audience with issues that they
have regarding something that bothers them from a newspaper or a
magazine, but cannon take legal action, only offer advice to the
company being complained about.
9. Advertising Standards
Authority(ASA).
The Advertising Standards Authority (ASA) are a self regulatory
organization of the advertising industry within the UK. The ASA are
also a non statutory organization and therefore can’t interpret or
enforce any legal action or laws. It has a code of advertising
practice which broadly reflects legislation in many instances. The
ASA are no funded by the British Government, but only by the
advertising industry. Its main role is to regulate the content of
advertisements, sales and promotions in the direct marketing in
the UK by investigations complaints made about “ads, sales
promotions or direct marketing”. They then decide whether the
company is breaching the laws of the advertising standards codes
and if so, take verbal action.
10. Ford Ka ‘Evil Twin’ Banned Advert
• Ford released two adverts in 2006, advertising the SportsKa, which
both got banned due to controversy. The first advert shows a pigeon
flying across over the SportsKa car, and the car’s bonnet fly’s up,
hitting the pigeon and therefore killing it and sending it flying to the
ground. The second advert showed the sunroof of a SportsKa
opening, and a cat jumping up on the roof of the car, and peeping its
head through the sunroof. The sunroof then closes, therefore
beheading the cat and the body falls off the car. These two adverts
got banned due to promoting animal cruelty and due to the amount of
complaints from the public. The ASA took action against Ford and the
RSPCA joined forces with the ASA as animal cruelty.
11. About the media response
• what was controversial about the products/incident
The main conversional thing about this advert was the animal
cruelty. Which was the most complained thing about the advert as
both adverts showed a cat or a pigeon dying. It was black humour
which was not accepted by the public and people took offence. It
also gave Ford a bad image from these adverts.
• who was involved in the controversies (media
producer/organisation and regulatory body)
Ford denied the ad was anything to do with them, and later blamed
their ad agency for a ‘mistake’ that allowed the ad, that was ‘not
meant for public consumption,’ to escape onto the net.
• what the outcomes were
Ford still continued to deny the advert was related to their product.
The News were quick to report about it.
http://www.telegraph.co.uk/news/uknews/1458475/Decapitated-cat-
video-backfires-on-Ford.html
12. The ASA released new
rulings in June 2014 about
advertising.
• http://www.asa.org.uk/Rulings.aspx
