Advertising Unit 30 and Unit 3: December 2016

What is the background of the ASA?

The Advertising Standard authority was founded in 1961 the company itself took over a company called the Committee of Advertising Practice (CAP). In 1962 CAP decided to work with the company called ASA (they form together as a team).
https://www.asa.org.uk/

What is the role of the ASA in the regulation of advertisements?

Their roles are to investigate any of the complaints that the consumer make about certain advert that break the codes of practice within the advert. The ASA would have to check the advert to see if it had broke any codes of practice. However if they are not able to solve the consumer's problem they will try to direct the consumer to the right body.

They regulate most areas of advert but not all but they include:

https://www.asa.org.uk/

Magazine and newspaper advertisements
Radio and TV commercials
Television Shopping Channels

Advertisements on the Internet, including:
banner and display ads
paid-for (sponsored) search
Marketing on companies’ own websites and in other space they control like social networking sites Twitter and Facebook

Commercial e-mail and SMS text message ads
Posters on legitimate poster sites (not fly posters)
Leaflets and brochures
Cinema commercials

Advertising within smartphone and tablet apps
Direct mail (advertising sent through the post and addressed to you personally)
Door drops and circulars (advertising posted through the letter box without your name on)
Ads on CD ROMs, DVD and video, and faxes
Sales promotions, such as special offers, prize draws and competitions wherever they appear.
Online behavioral advertising

3. What is the legal standing of of the ASA in relation of ofcom?

The ASA cannot fully ban the advert altogether, however if any advert breaks the codes of practice it will be directed to ofcom to decide whether to ban it or not. Ofcom mainly regulate anything to to do within communication through phone devices and they make sure that the consumers are protected from scams and sharp practices

4. What are the procedure of the organisation?

It would take one person to complain about a advert and they take action upon it. They would then investigate any of the complaints that the consumer make about certain advert that break the codes of practice within the advert. The ASA would have to check the advert to see if it had broke any codes of practice. However if they are not able to solve the consumer's problem they will try to direct the consumer to the right body.

5. What are the key parts of the code governing food and soft drinks advertising and children and advertising that you think will be important?

The codes of practice are different between the adult advertising and children advertising the reason is because they take the children adverting more serious. The reason is simple children are more naive than adult.

6. Food or drink advertadvert

https://www.youtube.com/watch?v=imIkeTkAopY

During the advert you will see people eating 'The new ZingerCrunchSalad' and people talking with whilst lips syncing to the song. This advert was banned by the ASA the reason is because this advert broke the codes of practice for adverting. This is done during the time of the time of 0:01 where it shows a speaking with their mouth full. The reason why this advert was banned is because it showed a copycatting element to it which would make children do it and gain habit to do it.

https://www.youtube.com/watch?v=MYzHCuHxMs8

During this advert you will see that there is a clown who associates with them in a childish manner until the the last bit where he becomes very aggressive and start being a bully because the child is eating McDonald instead of playing with hum. This advert was banned because it broke a lot of rules for children codes of practice and it had a very violent tone towards the end.

Children advertising

https://www.youtube.com/watch?v=brsI6z13Su8

During this advert you will see a women pushing out her baby. All of a sudden you will see that a baby shoots out of the window and start flying toward the graveyard as well as getting slowly older and is naked from the start. This advert was banned because it was very inappropriate.

https://www.youtube.com/watch?v=vH2LsFcWOFY
During this advert you will see that a mum is changing a baby diaper and that she is annoyed by it. The ASA banned this advert and the reason is because it showed signs of the mum not caring for the baby.