More Related Content
What's hot
Similar to The asa powerpoint
Similar to The asa powerpoint (20)
More from Samuel Whittaker
Recently uploaded
Recently uploaded (20)
The asa powerpoint
- 1. THE ASA The Advertising Standards Authority
- 2. What is the ASA’s Mission? • The Advertising Standards Authority is the UK’s independent regulator of advertising across all media. Its mission is to apply the Advertising Codes, which are written by the Committees of Advertising Practice (CAP)
- 3. What does the ASA take action to do? • The ASA will: • Respond to concerns and complaints from consumers and businesses and take action to ban ads which are misleading, harmful, offensive or irresponsible. • Monitor ads to check they’re following the rules. • Conduct research to test public opinion and identify where we need to take action to protect consumers.
- 4. How does Regulating advertisements work? • Check ads across media to make sure they’re sticking to the rules. We monitor ads in sectors where there are potential consumer protection issues or where there are societal concerns about specific products, for instance age-restricted products like alcohol, gambling or electronic cigarettes.
- 5. What sanctions can the ASA impose? • The Advertising Codes and the ASA’s rulings have universal coverage across the advertising industry. Advertisers cannot opt out of them. • If they have judged an ad has broken the advertising rules, then it must be withdrawn or amended. The vast majority of advertisers stick to the ASA’s rulings and they act quickly to amend or withdraw an ad that breaks the Codes. • They have a range of sanctions to act against the small number of advertisers who are either unwilling or unable to work within the rules and to ensure they are brought into line. In 2013 Trading Standards took over from the Office of Fair Trading as the ASA’s ‘legal backstop’ on the non-broadcast side. On the broadcast side, Ofcom acts as our ‘legal backstop’.
- 6. What are the Overarching Principles of this Code? • The overarching principles of the Code is that the advertisements should not mislead or cause serious or widespread offence or harm, especially to children or the vulnerable. Broadcasters are responsible for ensuring that the advertisements they transmit comply with both the spirit and the letter of the Code. All compliance matters (copy clearance, content, scheduling and the like) are the ultimate responsibility of each broadcaster. The ASA may decline to investigate where there is a dispute which, in its view, would be better resolved by another regulator or through the Courts.
- 7. What are advertisers responsible for? • Broadcasters must ensure that previously approved copy is not re- run for subsequent campaigns without periodic checks to ensure that all claims are still accurate • Broadcasters or their respective clearance body must independently assess evidence submitted in support of an advertisement and any advice they have commissioned. Substantiation of factual claims made by advertisers and other supporting evidence must be held by the broadcaster or the relevant clearance body.
- 8. What are the four basic rules of Code? • (1.1) Advertisements must reflect the spirit, not merely the letter, of the Code. • (1.2) Advertisements must be prepared with a sense of responsibility to the audience and to society. • (1.3) Advertisements must comply with the law and broadcasters must make that a condition of acceptance. • (1.4) Advertisements must not state or imply that a product can legally be sold if it cannot.
- 9. Specific Rules which apply to my advertisements and briefly explain how they apply. (What it means you can and can’t do)
- 10. Misleading Advertising • Advertisements must not materially mislead or be likely to do so: This means that the advertisement must not deceit or mislead potential consumers from buying their product.
- 11. Harm and Offence • Advertisements must not be harmful or offensive. Advertisements must take account of generally accepted standards to minimise the risk of causing harm or serious or widespread offence. The context in which an advertisement is likely to be broadcast must be taken into account to avoid unsuitable scheduling • This means that the advert must remain neutral on discussions and must not be offensive
- 12. Children Children must be protected from advertisements that could cause physical, mental or moral harm. The context in which an advertisement is likely to be broadcast and the likely age of the audience must be taken into account to avoid unsuitable scheduling. Advertisements that are suitable for older children and young persons but could distress younger children must be sensitively scheduled or placed. • This means that the advert must be suitable for young audiences and must not show anything sensitive.
- 13. Privacy • Living individuals should be protected from unwarranted infringements of privacy. Broadcasters should respect an individual's right to his or her private and family life, home and correspondence. Advertisements featuring an individual should not imply that that individual endorses a product if he or she does not. • You must have permission to film certain people and certain locations.
- 14. Environmental Claims • Advertisements should take account of Government guidance including the Green Claims Code. • The Environmental claims means that during production the staff must not harm the environment in any way, shape or form.
- 15. Scheduling • Broadcasters must take special care when scheduling advertisements that might be unsuitable for children or young persons or the audience of religious programmes or for broadcast around sensitive programming or news items. • This means that the advert must be broadcast at a certain time that would be suitable for viewers to watch so that younger audiences can’t be exposed to it.