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Level 2: Advertising Production
Regulation
Lesson Aims:
• All of you will be able to explain who
OFCOM and the ASA are and what BCAP
is.
• Most of you will be able to analyse
advertising rules and regulations.
• Some of you will be able to analyse and
evaluate existing advertisement and
consider how they had to apply
advertising rules and regulations.
OFCOM, ASA and BCAP
OFCOM:
• The communications regulator which works alongside
the ASA (advertising Standards Authority) to monitor
advertising content.
The ASA:
• The UK’s independent regulator of advertising across all
media.
• They apply the Advertising Codes, which are written by
the Committees of Advertising Practice. This code is
called BCAP (British Code of Advertising Practice)
• The ASA’s work includes acting on complaints and
proactively checking the media to take action against
misleading, harmful or offensive advertisements.
BCAP (UK Code of Broadcast Advertising)
States that advertising should not be
misleading or offensive to the public and
should be:
• Legal, decent, honest and truthful
• Prepared with a sense of responsibility
to consumers and to society.
• In line with the principles of fair
completion generally accepted in
business.
These statements are embodied within a
series of rules.
TASK In groups
• Consider the BCAP section and rules you have
been given and to come up with an advertising
idea that breaks the rules.
• Present your idea to the class and explain how it
breaks advertising rules.
• Misleading advertising
• Harm and offence
• Children
• Privacy
• Politics
• Environmental
• Prohibited
• Medicines
• Weight control
• Food
• Financial products
• Gambling
• Lotteries
• Alcohol
Breaking the Rules
• https://www.youtube.com/watch?t=30&v=2x
0NrGzNqWQ
• https://www.youtube.com/watch?v=Az2P9G7
tdEs
• https://www.youtube.com/watch?v=uTxkeZb6
Rhc
Banned or Not banned?
Task: Create a chapter in your report
(analysis) about regulation in Advertising.
• Analyse your campaign by
making reference to the ASA
and BCAP rules that the
advertisers had to consider.
• Explain what the rule is and
how it would have affected
their production process.
Lesson Aims:
• All of you will be able to start
building your Advertising Pitch.
• Most of you will be able to
consider possible restrictions
with your idea and production.
• Some of you will be able to
include your strategy in your
pitch.

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Week 4 advertising regulation

  • 1. Level 2: Advertising Production Regulation
  • 2. Lesson Aims: • All of you will be able to explain who OFCOM and the ASA are and what BCAP is. • Most of you will be able to analyse advertising rules and regulations. • Some of you will be able to analyse and evaluate existing advertisement and consider how they had to apply advertising rules and regulations.
  • 3. OFCOM, ASA and BCAP OFCOM: • The communications regulator which works alongside the ASA (advertising Standards Authority) to monitor advertising content. The ASA: • The UK’s independent regulator of advertising across all media. • They apply the Advertising Codes, which are written by the Committees of Advertising Practice. This code is called BCAP (British Code of Advertising Practice) • The ASA’s work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.
  • 4. BCAP (UK Code of Broadcast Advertising) States that advertising should not be misleading or offensive to the public and should be: • Legal, decent, honest and truthful • Prepared with a sense of responsibility to consumers and to society. • In line with the principles of fair completion generally accepted in business. These statements are embodied within a series of rules.
  • 5. TASK In groups • Consider the BCAP section and rules you have been given and to come up with an advertising idea that breaks the rules. • Present your idea to the class and explain how it breaks advertising rules. • Misleading advertising • Harm and offence • Children • Privacy • Politics • Environmental • Prohibited • Medicines • Weight control • Food • Financial products • Gambling • Lotteries • Alcohol
  • 6. Breaking the Rules • https://www.youtube.com/watch?t=30&v=2x 0NrGzNqWQ • https://www.youtube.com/watch?v=Az2P9G7 tdEs • https://www.youtube.com/watch?v=uTxkeZb6 Rhc
  • 7. Banned or Not banned?
  • 8.
  • 9.
  • 10.
  • 11. Task: Create a chapter in your report (analysis) about regulation in Advertising. • Analyse your campaign by making reference to the ASA and BCAP rules that the advertisers had to consider. • Explain what the rule is and how it would have affected their production process.
  • 12. Lesson Aims: • All of you will be able to start building your Advertising Pitch. • Most of you will be able to consider possible restrictions with your idea and production. • Some of you will be able to include your strategy in your pitch.