Beruflich Dokumente
Kultur Dokumente
UK
BY KAYLEIGH ALLEN
WHAT IS THE ASAS MISSION?
Work in this area is often supported by trade associations who represent the interests of advertisers in a sector or market. We also work with media owners and the clearance centres to ensure that our actions are
put into effect fairly and comprehensively.
We conduct surveys to assess compliance in specific sectors or media, and work with other regulators across Europe through the European Advertising Standards Alliance partnership. This research usually affects
sensitive areas (such as those sectors that raise public policy concerns) or those that have a history of problems. This work allows us to anticipate trends and identify potential problems.
Post-investigation compliance
When the ASA publishes an upheld ruling, it asks the advertiser for a written assurance that the claim or image which broke the advertising rules will be removed or amended. If the ASA does not receive an
assurance, the Compliance team will take further action until a satisfactory resolution has been reached.
On the rare occasions when an advertiser is unwilling or unable to follow the rules, the team will consider applying sanctions.
Repeat offenders
If advertisers continue to place ads that break the rules or refuse to work within the self-regulatory system, we can take action against them. The action we take depends on the number, nature and severity of the
offences
We look at the advertisers record, including how many formal or informal investigations the ASA has carried out against them; how many other times they have broken the rules and whether they have been using our
Copy Advice service and following the advice given.
On top of seeking assurances from an advertiser that it will improve its compliance record we sometimes request a meeting to discuss possible remedies to specific problems and to offer advice and guidance. In
extreme circumstances, we will ask for an advertiser to seek advice from the Copy Advice team for a set period before it publishes its ads.
HOW DOES REGULATING ADVERTISEMENTS
WORK?
Broadcasters must ensure that all advertisements are cleared before broadcast, are scheduled
suitably and in accordance with BCAP's rules on scheduling of advertisements (Section 32:
Scheduling). BCAP strongly advises broadcasters to follow relevant Clearcast or Radiocentre
scheduling warnings, although compliance with them is not necessarily a guarantee of compliance
with the BCAP Code.
Broadcasters must ensure that previously approved copy is not re-run for subsequent campaigns
without periodic checks to ensure that all claims are still accurate.
WHAT ARE THE BASIC RULES OF THE CODE
1.1
tt
Advertisements must reflect the spirit, not merely the letter, of the Code.
1.2
Advertisements must be prepared with a sense of responsibility to the
audience and to society.
1.3
Advertisements must comply with the law and broadcasters must make
that a condition of acceptance.
1.3.1
Advertisements must not state or imply that a product can legally be sold if
MISLEADING ADVERTISING
RULES HOW IT AFFECTS MY ADVERT
Advertisements must not materially mislead or be Cant make false claims about
likely to do so.
Advertisements must not mislead consumers by
my product
omitting material information. They must not
mislead by hiding material information or
Cant over exadurate elements
presenting it in an unclear, unintelligible, ambiguous without it being very obvious
or untimely manner.
Obvious exaggerations ("puffery") and claims that All claims must have evidence to
the average consumer who sees the advertisement back up
is unlikely to take literally are allowed provided they
do not materially mislead. Info on advert can back up
Advertisements must state significant limitations claim, but cannot contradict it.
and qualifications. Qualifications may clarify but
must not contradict the claims that they qualify
HARM AND OFFENCE
RULES MEANING FOR MY ADVERT
Advertisements must contain nothing Mjust not include offencive
that could cause physical, mental,
material
moral or social harm to persons under
the age of 18. Must not misrepresent any
Advertisements must not cause social, ethical or minority group.
serious or widespread offence against
generally accepted moral, social or Must not condone antisocial
cultural standards. behavoir
Television only Advertisements must Must not use innapropriate
not include visual effects or techniques
that are likely to affect adversely
contexts, such as explicit
members of the audience with immagry or foul language
photosensitive epilepsy.
Must not be overly-loud and
Television only Advertisements must
CHILDREN.
RULES MEANING FOR MY ADVERT
Advertisements must not condone, encourage I must be sensative in all my
or unreasonably feature behaviour that
could be dangerous for children to emulate
adverts, and not condone any
Advertisements must not condone or violent or antisocial behaviour
encourage bullying. I must consider topics which
Advertisements must not imply that children
are likely to be ridiculed, inferior to others,
would be suitable for children,
less popular, disloyal or have let someone and how to deal with more
down if they or their family do not use a
product or service.
privacy
rules What it means for my advert
With limited exceptions, living persons must not be
featured, caricatured or referred to in advertisements I must not disclose any personal
without their permission.
Exceptions are made only for brief and incidental
information of my
appearances, such as crowd scenes, and actors/actresses, or the location
advertisements that refer to a person featured in
publications, programmes, films and the like, providing of filming.
that the reference to or portrayal of that person is
neither offensive nor defamatory I must not use any video which is
not approved by my actors.
Environmental claims
rules Meaning for my advert