The ASA
The ASA are the Advertising Standards Authority. They are
based in the UK and they take action against complaints from adverts that may
seem offensive or misleading to the public. The ASA began in 1961 and since
then, have been working to help show and make responsible adverts for the
general audiences.
The ASA have a strategy of how to make any form of advert
responsible. Understanding, support, impact, proactive and awareness. Each of
these steps helps towards making responsible adverts for the target audience
and also on how to prevent bad and irresponsible adverts from appearing on air.
ASA is needed to protect vulnerable young viewers and also
help the parents concerned with the adverts that are featured on the television
whilst their children are present.
The CAP CODE
The CAP is the Committees of Advertising Practice. They are
also based in the UK and are linked with the ASA, they offer advice or guidance
on campaign creation that sticks with the rules. They also are responsible for
the rules and regulations on advertising.
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
They have four different codes
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The UK of non broadcast advertising, sales
promotion and direct marketing
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The UK code of broadcast advertising
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Relevant legislation and register of code
changes
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Our commitment to consistency
Examples of adverts that have been banned by the ASA
Burger King, 2010 Ad
This advert was banned only because of the size difference of the chicken
burger in the advert compared to the actual burger at the burger king stores.
According to the ASA site, complaints were then given when burgers were bought
to show the difference of the size in a person’s hand
Irn Bru ‘Mum’ 2013 Ad
This advert was banned because of the fact
that the mother in this advert was wearing a push up bra and this was
considered offensive and sexist towards women. The advert received over 100
complaints for those two reasons and for also being unsuitable for children.
The humour of this advert was also considered to not be suitable for everyone’s
tastes.
Beyoncé heat perfume 2010 Ad
This advert received
complaints for being offensive and sexually suggestive towards the viewers. The
advert was not banned, but the time of the adverts showing was changed till
after 7:30pm so that children were unable to see the advert being shown.
