Regulation: Advertising Standards Authority (ASA): OFCOM
Introduction
Within this assignment i would be explaining what the advertising standard authority (ASA) is and what committee of advertising product (CAP) means and their purpose of monitoring television and advertisement materials.
Advertising Standards Authority
"The Advertising Standards Authority is the UK’s independent regulator of advertising across all media. We apply the Advertising Codes, which are written by the Committees of Advertising Practice. Our work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements. "(1)
So that indicates this company allows agencies and companies to be able to promote their product at the suitable and appropriate timing, within this business they help various types of promotions which are:
The types of ads we deal with include:
- Magazine and newspaper advertisements
- Radio and TV commercials (not program or program sponsorship)
- Television Shopping Channels
- Advertisements on the Internet, including:
- banner and display ads
- paid-for (sponsored) search
- Marketing on companies’ own websites and in other space they control like social networking sites Twitter and Facebook
- Commercial e-mail and SMS text message ads
- Posters on legitimate poster sites (not fly posters)
- Leaflets and brochures
- Cinema commercials
- Direct mail (advertising sent through the post and addressed to you personally)
- Door drops and circulars (advertising posted through the letter box without your name on)
- Ads on CD ROMs, DVD and video, and faxes
- Sales promotions, such as special offers, prize draws and competitions wherever they appear.
Committee of Advertising Product
The Committees of Advertising Practice (CAP) write and maintain the UK Advertising Codes, which are administered by the Advertising Standards Authority. We also offer the industry authoritative advice and guidance on how to create campaigns that comply with the rules.
The CAP is responsible for writing and maintaining the UK Code for Non-broadcast Advertising, Sales Promotion and Direct Marketing. So that would indicate they would be responsible for knowing people who live in the UK zip code and are responsbile for broadcating advertisment and direct marketing to consumers household.
What do the Codes cover?
- Print and press ads
- Posters
- Direct mail
- Television and radio ads
- Competitions, special offers
- Email and text messages
- Internet (banners, pop-ups, virals, sponsored search, marketing communications on companies’ own websites and other non-paid for space under their control.)
- Teleshopping
- Cinema commercials
- Promotions
Reviews / Resources
Body confidence
The Government’s ‘Body Confidence Campaign’ looks to address some of these big questions. They’ve been working with industry, and relevant bodies, to identify ways in which to promote more ‘realistic’ ideals, one of which includes greater transparency and honesty in advertising.
We’re playing our part. In light of these concerns, we’ve already clamped down on misleading post- and pre-production techniques in cosmetic ads, produced a Help Note for industry, and established a panel of dermatological experts to make sure we, and pre-clearance bodies Clearcast and RACC, give better and more consistent advice to industry before and after an ad appears.
We’ll continue to ensure ads are responsible and honest but regulation does not provide all the answers to the challenges these issues pose; it’s a wider societal debate and one that industry has to engage with, taking on board prevailing opinion and deciding what role it takes on issues about diversity and the promotion of positive body image in ads.
In my opinion i believe that the business made the right decision and they made sure that every target audience don't get affected by any type of advertisement, so the business makes sure that when there are problems that occur, the business makes sure that the problem is dealt with and that the business make sure that the consumers feels happy about the advertisement. This would also depend on the product they sell, for example around the time 9pm and above, the company would advertise products like Durex products which adults and young adults would be able to see and then would be able to see the product which is promote to them.
The Government’s ‘Body Confidence Campaign’ looks to address some of these big questions. They’ve been working with industry, and relevant bodies, to identify ways in which to promote more ‘realistic’ ideals, one of which includes greater transparency and honesty in advertising.
We’re playing our part. In light of these concerns, we’ve already clamped down on misleading post- and pre-production techniques in cosmetic ads, produced a Help Note for industry, and established a panel of dermatological experts to make sure we, and pre-clearance bodies Clearcast and RACC, give better and more consistent advice to industry before and after an ad appears.
We’ll continue to ensure ads are responsible and honest but regulation does not provide all the answers to the challenges these issues pose; it’s a wider societal debate and one that industry has to engage with, taking on board prevailing opinion and deciding what role it takes on issues about diversity and the promotion of positive body image in ads.
In my opinion i believe that the business made the right decision and they made sure that every target audience don't get affected by any type of advertisement, so the business makes sure that when there are problems that occur, the business makes sure that the problem is dealt with and that the business make sure that the consumers feels happy about the advertisement. This would also depend on the product they sell, for example around the time 9pm and above, the company would advertise products like Durex products which adults and young adults would be able to see and then would be able to see the product which is promote to them.
Example
The Advertising Standards Authority (ASA) said it was not offensive in itself to create an advert referring to people with a disability.
Paddy Power said it featured an action "so unlikely that it was absurd".
The television advert opens with a shot of a kitbag marked Blind Wanderers FC and two teams of blindfolded men in the middle of a game.
A cat is shown running on to the pitch before a player takes a kick, followed by the sound of a thud and a loud meow.
A man in a suit then appears and tells viewers they "can't get Tiddles back" before going on to promote a way that customers can get their money back on certain bets.
Here is another advert which has demonstrated an act of cruelty towards animals or deemed as so. The Car has been used to smack the bird away when it comes Close to it. This some have said demonstrates that you should get your car to smack a bird. Even though Ford have bought forward that no animals were harmed in the making of the Advert, the use of that scene is encouraging the cruelty to animals.
USP and Brand Identity
Introduction: The USP (unique selling point) defines the company product or service. It establishes the idea of what the company is and what is represents in the products they are advertising to the audience.
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