Advertising Standards

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

-       The UK of non broadcast advertising, sales promotion and direct marketing

-       The UK code of broadcast advertising

-       Relevant legislation and register of code changes

       -      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.