The Advertising Standards Authority
Unit: Introduction to Marketing
Option One:
“The ASA is the UK's independent regulator of advertising across all media, including marketing on websites. We work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes.”
With the use of examples review current advertisements banned by the ASA. Critically analyse the rules imposed by the Advertising Standards Agency, are they reflective of public demand.
Introduction 2 How does the system work? 2 The ASA and Marketing 4 Real life examples 5 Conclusion 8 Appendix A The UK Regulation Bodies 11 OFCOM 11 THE ADVERTISING STANDARDS AUTHORITY (ASA) 11 The Advertising Standards Codes 12 TELEVISION ADVERTISING 12 RADIO ADVERTISING 13 OTHER ADVERTISING 13 Appendix B Adjustments 14 HEALTH AND BEAUTY 14 COMPUTERS AND TELECOMS 15
Introduction
The Advertising Standards Authority (ASA) is the UK's independent regulator of advertising across all media, including marketing on websites. We work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes. (The ASA, 2011) Appendix A presents information about the major regulatory bodies in the UK.
Although it is a regulator, the ASA is not a statutory organization. It has no legal powers to take advertisers to court, fine them or impose any legal sanctions, but in some exceptional cases when the advertiser ignores the Codes and is continuously misleading the audience the ASA can refer to some legal support from the Office of Fair Trading (OFT) (The ASA, 2011).
How does the system work?
Complying with Advertising Regulations provides a number of business benefits, including: * Ensuring your advert will be allowed into the marketplace when complete. * A working knowledge of the regulatory codes, allows you to manage the creative process more effectively. * Avoiding damaging complaints, publicity or costly revisions through non-compliant advertising. * Working with
Option One:
“The ASA is the UK's independent regulator of advertising across all media, including marketing on websites. We work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes.”
With the use of examples review current advertisements banned by the ASA. Critically analyse the rules imposed by the Advertising Standards Agency, are they reflective of public demand.
Introduction 2 How does the system work? 2 The ASA and Marketing 4 Real life examples 5 Conclusion 8 Appendix A The UK Regulation Bodies 11 OFCOM 11 THE ADVERTISING STANDARDS AUTHORITY (ASA) 11 The Advertising Standards Codes 12 TELEVISION ADVERTISING 12 RADIO ADVERTISING 13 OTHER ADVERTISING 13 Appendix B Adjustments 14 HEALTH AND BEAUTY 14 COMPUTERS AND TELECOMS 15
Introduction
The Advertising Standards Authority (ASA) is the UK's independent regulator of advertising across all media, including marketing on websites. We work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes. (The ASA, 2011) Appendix A presents information about the major regulatory bodies in the UK.
Although it is a regulator, the ASA is not a statutory organization. It has no legal powers to take advertisers to court, fine them or impose any legal sanctions, but in some exceptional cases when the advertiser ignores the Codes and is continuously misleading the audience the ASA can refer to some legal support from the Office of Fair Trading (OFT) (The ASA, 2011).
How does the system work?
Complying with Advertising Regulations provides a number of business benefits, including: * Ensuring your advert will be allowed into the marketplace when complete. * A working knowledge of the regulatory codes, allows you to manage the creative process more effectively. * Avoiding damaging complaints, publicity or costly revisions through non-compliant advertising. * Working with
Bibliography: Bloomberg, 2011. L 'Oreal SA. [Online] Available at: http://www.bloomberg.com/quote/OR:FP [Accessed 14 October 2011]. Bradshaw, T., 2010. UK to launch ‘comprehensive’ policing of online advertising. Financial Times, 1 September. Dove, 2011. Compaign for real beauty. [Online] Available at: http://www.dove.co.uk/campaign-for-real-beauty.html [Accessed 18 October 2011]. MacDailyNews, 2009. Report: demand for Macs, iPhones on the rise. [Online] Available at: http://arstechnica.com/apple/news/2009/07/report-demand-for-macs-iphones-on-the-rise.ars [Accessed 15 October 2011]. News, B., 2011. Airbrushed make-up ads banned for 'misleading '. [Online] Available at: http://www.bbc.co.uk/news/uk-14304802 [Accessed 2011 October 20]. Sweney, M., 2008. Apple iPhone ad benned over misleading Internet claims. Guardian, 27 August. p.62. The ASA, T.A.S.A., 2011. Adjudications. [Online] Available at: http://www.asa.org.uk/ASA-action/Adjudications.aspx [Accessed 12 October 2011].