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ASA - Advertising Standards Authority

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Rachel Chamberlain

on 13 October 2014

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Transcript of ASA - Advertising Standards Authority

Advertising Regulation
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
Direct Marketing
The BCAP Code
The UK Code of Broadcast
In 2011 they considered
31,458 complaints
about 22,397 cases and we actively checked thousands of ads.
ASA's work led to 4,591 ads being changed or withdrawn.
ASA Investigate
If the ad is judged to be breach of the Codes, then the ad must be withdrawn or amended.
ASA uphold or not uphold
Last step

You see an advert that offends, upsets or angers you.
The vast majority of advertisers comply with the ASA’s rulings.
Case Studies
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
product today?

Why? Why not?

Big Question Three
Lesson one: What are the limits?


ASA Powerpoint
Full transcript