Regulation of print advertising in the uk

1. REGULATION OF PRINT
ADVERTISING IN THE UK

2. What exactly does the ASA do?
ASA respond to concerns and complaints from clients and businesses and delete ads which are misleading, harmful, offensive or irresponsible. They also monitor ads to check
they’re following the rules. They also conduct research to test public opinion and identify where they need to take action to protect consumers.
How is ASA funded?
The ASA is funded by advertisers through an arm’s length arrangement that guarantees the ASA’s independence. Collected by the Advertising Standards Board of Finance
(Asbof) and the Broadcast Advertising Standards Board of Finance (Basbof), the 0.1% levy on the cost of buying advertising space and the 0.2% levy on some direct mail ensures
the ASA is adequately funded to keep UK advertising standards high. They also receive a small income from charging for some seminars and premium industry advice services.
They receive no Government funding and therefore they work is free to the tax payer.
How does regulation work?
The ASA respond to compliments and check ads across media to make sure they follow rules. Ads in the UK are regulated through a system of ‘self-regulation’ and ‘co-
regulation’. Self-regulation means that the ad industry writes the rules that publishers have to follow. Non-broadcast advertising, including newspapers, posters, websites, social
media, cinema, emails, leaflets, billboard, is covered by self-regulation.
What sanctions can the ASA impose?
ASA can make publisher to delete the adverts that don’t follow to the ASA’s rulings. If publishers don’t want to work with ASA their sanctions will have a negative impact on
them. Although responsibility for sticking to the Code rests with the broadcaster, advertisers also suffer consequences if their broadcast ads break the rules.
They might, face bad publicity generated by an upheld complaint. Advertisers might also have wasted hundreds of thousands of pounds making an advertisement in the first
place and lost the revenue that it might have generated if it is banned. And because broadcasters cannot show ads that break the rules, advertisers might lose prime advertising
slots in which a banned ad has been booked to appear.

3. How does self-regulating of non-broadcast advertising work
Advertisers have an interest in maintaining the system because they
making sure that consumers are not misled, harmed or offended by ads helps
to maintain consumer confidence in advertising. Advertising that is welcomed
by consumers is good for business. It maintains a level playing field amongst
businesses. It is important for fair competition that all advertisers play by the
same rules. Maintaining self-regulation is much more cost-effective for
advertisers than paying the legal costs of a court case. The role of the industry
is to write the Advertising Codes, help advertisers to stick to the rules and to
pay for the system.
However, the industry does not administer its own rules. That’s why it
established the ASA as the independent body that investigates complaints and
rules on whether ads should be changed or withdrawn

4. What does the code apply to?
advertisements in newspapers, magazines, brochures, leaflets, circulars, mailings, e-mails, text transmissions (including SMS
and MMS), fax transmissions, catalogues, follow-up literature and other electronic or printed material, posters and other
promotional media in public places, including moving images, cinema, video, DVD and Blu-ray advertisement.
What are the central principals of the code?
The central principle for all marketing communications is that they should be legal, decent, honest and truthful. All marketing
communications should be prepared with a sense of responsibility to consumers and society and should reflect the spirit, not
merely the letter, of the Code.
What are the basic rules of compliance?
UK CODE OF NON-BROADCAST ADVERTISING

5. Diffrent sections of advertising
Motoring
Marketing communications should not condone or encourage unsafe or
inconsiderate driving practices. If they make environmental claims, marketing
communications for motor vehicles, fuel or accessories should comply with
the rules in Section 11.
Harm and offence
Marketers should take account of the prevailing standards in society and the
context in which a marketing communication is likely to appear to minimize
the risk of causing harm or serious or widespread offence.
Gambling
The rules in this section are designed to ensure that marketing
communications for gambling products are socially responsible, with
particular regard to the need to protect children, young persons under 18 and
other vulnerable persons from being harmed or exploited by advertising that
features or promotes gambling
Alcohol
Marketing communications for alcoholic drinks should not be targeted at
people under 18 and should not imply, condone or encourage immoderate,
irresponsible or anti-social drinking. The spirit as well as the letter of the rules
applies.