Advertising BAC 3

The ASA

•ASA = Advertising Standards Authority

= Our aim is make sure that all UK advertising, wherever it appears is legal, decent, honest and truthful and our preferred approach is to work with, rather than against, advertisers, agencies and media to achieve this.

Every UK ad a responsible ad• https://www.youtube.com/watch?v=0xjTJoLklvs

ASA Regulation

•Act on complaints•Proactively check the media•Ad in breach of Advertising Codes

ASA Framework

•A mixture of:1.Self regulation 2.Co-regulation

1. Self regulation of non-broadcast advertising• = the industry : voluntarily established and paid • Works sense of corporate social responsibility.

1.1. Why do advertisers maintain it?• consumers are not misled, harmed or offended by ads

confidence = good for business. • level playing field amongst businesses.• Self-regulatory system : cost-effective >< legal costs.

• Industry: the Advertising Codes • ASA = independent adjudicator (NOT the industry!) flexible and able to adapt to today’s market

1.2. The Advertising Code:1.Requirements in law 2.Rules proof of commitment to high standards in

advertising

1.3. Interaction with the law:• Across the EU: unified piece = the Unfair Commercial

Practices Directive• ASA: - works within - refers advertisers - considered the ‘established means’ compliance - 1.ASA -> 2.Code, usually END. If not: 3. Law

2. Co-regulation for broadcast advertising• 2004: ASA Assumed authority• Before: CAP/ASA system and Ofcom.• In practice: • ASA: day-to-day basis • The Broadcast Committee of Advertising Practice (BCAP) :

writing and maintaining the UK Code of Broadcast Advertising• Ofcom: retains overall sign-off on major changes to the Code• ASA:administering the Code, BUT Ofcom for further action.

RARE!

2.1. OFCOM‘Ofcom is the communications regulator in the UK.

We regulate the TV and radio sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices operate.

We make sure that people in the UK get the best from their communications services and are protected from scams and sharp practices, while ensuring that competition can thrive.’(www.ofcom.org.uk)

YOUR OPINION?

Calvin Klein

Sisley

Sisley

Cadeaux

Diesel

Tom Ford

Levis• https://www.youtube.com/watch?v=CSG807d3P-U

Diesel• https://www.youtube.com/watch?v=0ljPuSfPbSw - t=61

Marc Jacob’s Lola Perfume

Agent Provocateur• https://www.youtube.com/watch?v=YHood00sNJU - t=48

Miu Miu

Hair salon