In 1961 ASA was started and advertisement was controlled by legislation. In 1988 they introduced control of misleading advertisements regulations, this provided ASA with legal backing from OFT (office of fair trading). 2010 and onwards, the system of ASA are continuing to develop based on the principles that adverts should not mislead, harm or offend.
2.What is the role of the ASA in the regulation of advertisements?
The role of the ASA is to act on complaints made to an advert, to continuously check the media so that they can take action against adverts that are misleading, harmful or offensive. If ASA judge the advert to have broken one of the codes, the advert must then be withdrawn or "amended" and the person who created this advert must not uses that approach again. Here are some of the adverts that ASA cover -
- Magazine and newspaper advertisements
- Radio and TV commercials
- Leaflets and brochures
- Cinema commercials
- banner and display ads
- Ads on CD ROMs, DVD and video
Ofcom established a co-regulation partnership between themself's and ASA in 2004
The ASA can refer "problematic" broadcast advertisers to Ofcom. Ofcom can then fine or revoke their licences. Ofcom has the overall sign-off on major changes to the code, the ASA is responsible for setting out the code, but has to refer the broadcasters to Ofcom for futher action if need be.
Ofcom manages The code on the scheduling of television advertising
4.What are the procedures of the organisation?
The ASA regually checks adverts in all media, conducting surveys by sectors to see where there is adverts that are not following the codes set out.
Consumers can then complain via internet or telephone call if ASA covers that adver, ASA will then asses if the advert has or has not breached the codes, if there seems to be a problem they will look at in more detail.
5.What are the key parts of the code governing food and soft drink advertising and children and advertising that you think will be important bare in mind your advert?
CAP codes -
- 32.3 - Do not be misleading during the advert - I can not say in the advert that my product can give you super strenght or make you smarter unless it has been sceintifially proven.
- 28.6 - Adverts promoting 'junk food' or confectionary products will not be allowed on children's television - I can not promote my advert on a channel such as Cbeebies or Citv, as you can not show confectionary adverts on children's channels under the age of 10
Whilst making the advert i can not aim the advert to children only as it could encourage them to go out and eat the product or start eating unhealthy
6. 4 Adverts
Nesquik Hot Chocolate
Video content - Asda's own bran milk labels for Nesquik hot chocolate, showed the price of the product at asda and showed an image of the bunny from nesquik stirring a cup of hot chocolate. There was text that said "for a great start to the day".
The ASA ruling was that the advert encouraged poor nutritional habits in children from saying "For a great start ti the day". Also ASA stated that the promotion of the advert was irresponsible as it ran during a peridod when Asda's own branded milk with the sugar swaps change 4 life logo was being promoted. This breached CAP codes 15.2 and 15.11 , and was upheld.
Special K Multi Grain Porridge
Video content - The advert said "new special k multi grain porridge, a delicious blend of oats, barley,rye and delicious berries. With 30% less fat than most other porridges." There was then text that was on screen that read. "At least 30% lower than average fat content of most porridges."
The ASA ruling was that the advert had nutrition claim of 30% less fat than most other porridges. This breached Cap codes 13.4 13.4.1 12.5.1 and 13.5.3 all to do with health or nutrition claims , and was upheld.
The Enfield Haunting
Video content - Broadcasted on ITV 8:45 Saturday. At the beginning of the ad text read "Based on real life events" The advert then showed someone in bed shown on CCTV which went fuzzy and the light bulbs were then shown exploding in the living room, then two girls where shown hiding under the bedsheets and one said "It's inside the room"
The ASA ruling was that 37 viewers some of which have children, stated that the advert should not have been shown around that programme (Britain's Got Talent) as it is a family programme and has been inappropriately scheduled. This breached CAP codes 5.1 and 32.1, and was upheld.
Rogue by Rihanna
Video content - The advert started with a poster of the perfume on the doors of a lift in a shopping centre, this had a picture of Rihanna on the floor with her leg raised against the large bottle of perfume.
The ASA ruling was that the advert was overly sexual and demeaning to women and also it featured sexualised and provocative image which is inappropriate for children to see. This breached CAP code 1.3, and was upheld.
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