Friday, 20 December 2013
Tuesday, 17 December 2013
Task 11
1.)
How is the ASA funded?
The ASA is funded by advertisers
through an arm’s length arrangement that guarantees the ASA’s independence.
Collected by the Advertising
Standards Board of Finance (Asbof) and the Broadcast Advertising Standards
Board of Finance (Basbof), the 0.1% levy on the cost of buying advertising
space and the 0.2% levy on some direct mail ensures the ASA is adequately
funded to keep UK advertising standards high. We also receive a small income
from charging for some seminars and premium industry advice services.
We receive no Government funding
and therefore our work is free to the tax payer.
2.)
What exactly does ASA do?
Our Mission
Our mission is to ensure that advertising in all media is legal, decent,
honest and truthful, to the benefit of consumers, business and society.
We
aim to achieve our mission by getting better at regulating ads in all media,
and in particular by:
- Making a success of
regulating online ads
- Being an effective
part of the response to societal issues shown to be affected by
advertising
- Placing more
emphasis on prevention rather than cure
- Being more
efficient and in tune with consumers, business and society
Our values
Our shared values are to be:
- Consistent and
proportionate
- Reliable and
ethical
- Fair and respectful
to all
- Accessible and
helpful
- Intelligent and
thorough, but also timely and proportionate
- Open and
accountable, acting with integrity and never being afraid to admit when we’re
wrong
- An excellent team,
inspiring excellence in each other
Our external stakeholders will also find us:
- Independent
in administering the Advertising Codes
- Evidence-based,
targeted and consistent
- Reflective
of society, not a social engineer
3.)
How does Self-regulation of Non-broadcast
advertising work?
Self-regulation means that the
industry has voluntarily established and paid for its own regulation.
The system works because it is
powered and driven by a sense of corporate social responsibility amongst the
advertising industry. Advertisers have an interest in maintaining the system
because:
•Making sure those consumers are
not misled, harmed or offended by ads helps to maintain consumer confidence in
advertising. Advertising that is welcomed by consumers is good for business.
•It maintains a level playing
field amongst businesses. It is important for fair competition that all
advertisers play by the same rules.
•Maintaining the self-regulatory
system is much more cost-effective for advertisers than paying the legal costs
of a court case.
4.)
How does regulation work after an
advertisement has appeared and what sanctions can the ASA impose?
Even though many steps are taken
to ensure ads are in line with the Codes before they are aired or published,
consumers have the right to complain about ads they have seen, which they
believe to be misleading, harmful or offensive.
The ASA can act on just one complaint. We
don’t play a numbers game: our concern is whether the Codes have been breached.
Task 12
1.
What the
code applies to
The UK
Advertising Codes lay down rules for advertisers, agencies and media owners to
follow. This Code must be followed by all advertisers,
agencies and media.
The Code is enforced by the Advertising Standards
Authority, who can take steps to remove or have amended any ads that breach
these rules.
2.
What are the
central principles of the code?
They include general rules that state advertising
must be responsible, must not mislead, or offend and specific rules that cover
advertising to children and ads for specific sectors like alcohol, gambling,
motoring, health and financial products.
3.
What are the
basic rules of compliance for the code?
The central principle for all marketing
communications is that they should be legal, decent, honest and truthful. All
marketing communications should be prepared with a sense of responsibility to
consumers and society and should reflect the spirit, not merely the letter, of
the Code.
4.
List all the
different sections of advertising which the code covers
It covers ads for things such as Weight Control and
Slimming, Financial products, food, food supplements, associated health or
nutritional claims, Gambling, Lotteries, Alcohol, Motoring, Employment,
Homework schemes and business opportunities, political advertisements, sales
promotions, distance selling, database practise, environmental claims,
medicines, medical devices, health related and beauty products, Tobacco,
Rolling paper and filters.
5. Pick
four sections and give more details about the rules which govern advertising in
those sections.
Motoring…
An example of some rules for “motoring” would be…
“19.2 Marketing communications must not condone or encourage unsafe or irresponsible driving. If it could be emulated, marketing communications must not depict a driving practice that is likely to condone or encourage a breach of those rules of the Highway Code that are legal requirements if that driving practice seems to take place on a public road or in a public space. Vehicles’ capabilities may be demonstrated on a track or circuit if it is obviously not in use as a public highway.
19.3 Marketing communications must not depict speed in a way that might encourage motorists to drive irresponsibly or to break the law.”
http://www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML/Section-19-Motoring.aspx
Alcohol…
-
An example
of some rules for “Alcohol” would be…
“18.1 Marketing communications must be socially
responsible and must contain nothing that is likely to lead people to adopt
styles of drinking that are unwise. For example, they should not encourage
excessive drinking. Care should be taken not to exploit the young, the immature
or those who are mentally or socially vulnerable.
18.2 Marketing communications
must not claim or imply that alcohol can enhance confidence or popularity.
The
rules in this section apply to marketing communications for alcoholic drinks
and marketing communications that feature or refer to alcoholic drinks.”
Pretty much, this law protects those who are
underage from being subjected to alcohol advertisement.
Lotteries…
-
An example of some rules for “lotteries” would
be…
“17.1 Marketing communications
must not portray, condone or encourage gambling behaviour that is socially
irresponsible or could lead to financial, social or emotional harm.
17.2 Marketing communications
must not suggest that participating in a lottery can provide an escape from
personal, professional or educational problems such as loneliness or
depression.
17.3 Marketing communications
must not suggest that participating in a lottery can be a solution to financial
concerns, an alternative to employment or a way to achieve financial security.
Advertisers may, however, refer to other benefits of winning a prize.”
Basically
these rules are in place to ensure that lotteries are not marketed to children
who at this stage are very impressionable.
Gambling…
An example of some rules for “Gambling”
would be…
“16.1 Marketing communications for
gambling must be socially responsible, with particular regard to the need to
protect children, young persons and other vulnerable persons from being harmed
or exploited.
16.2 In line with rule 1.2, the spirit
as well as the letter of the rules in this section applies whether or not a
gambling product is shown or referred to.”
This rule same as others, is pretty much
protection of underage children who are impressionable and making sure that
gambling isn’t promoted to them.
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