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ASA - Advertising Standards Authority
Transcript of ASA - Advertising Standards Authority
Regulates all UK advertising
Advertising Standards Authority
What do they do?
The UK’s independent regulator for advertising across all media, this includes acting on complaints and proactively checking the media for misleading , harmful or offensive advertising.
The overarching principles of this Code are
that advertisements should not mislead or
cause serious or widespread offence or harm, especially to children or the vulnerable.
What are the Advertising Codes?
decent, honest and truthful.
The CAP Code
The UK Code of Non-broadcast
Advertising, Sales Promotion and
The BCAP Code
The UK Code of Broadcast
In 2011 they considered
about 22,397 cases and we actively checked thousands of ads.
ASA's work led to 4,591 ads being changed or withdrawn.
If the ad is judged to be breach of the Codes, then the ad must be withdrawn or amended.
ASA uphold or not uphold
You see an advert that offends, upsets or angers you.
The vast majority of advertisers comply with the ASA’s rulings.
You complain via email , website , letter
The Committees of Advertising Practice (CAP) write and maintain the UK Advertising Codes.
The central principle for all marketing is that it should be legal,
Their mission is to ensure that advertising in all media is
legal, decent, honest and truthful,
to the benefit of consumers, business and society.
Craven ‘A’, 1930s
Maltesers 1950s “Choose the chocolates that can help you keep slim...”
What are these advertising?
What claims are being made for the products?
What image are they portraying?
Could companies make the same claims for these
Why? Why not?
Big Question Three
Lesson one: What are the limits?