Advertising Standards Authority and Ofcom

1.What is the background of the ASA?

(When did they start? Who did they replace?)

Committee of Advertising Practice known as CAP started in 1961, they were the advertising authority at the time but then later were replaced by Advertising Standard Authority  in 1962, they both were regulating adverts to check if the were appropriate for the specific audience. 

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

( what types of adverts do they regulate? How are they funded?)

ASA regulate all types of advert as they are the advertising authority which means they check all the adverts. ASA is funded by advertisers which want to get adverts checked or want to make sure that any unsuitable adverts are on television, ASA is not government funded which means they can offer free service to the tax payers. 

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

( what power do the ASA have? What can happen to advertisers who break the rules? What do Ofcom still manage the day to day running of?)

ASA have the power to check any adverts they get a compliant to check if it complains with advertising codes. ASA have the power to ban adverts or if the advertising company is willing to change the advert ASA will give recommendation based  on the advertising codes. Advertises can gain a bad publicity as they may have less viewers as they are not protecting the public , also some advertisers may get a fine or even worse they may ban the advert this is a last result. There is a statutory duty placed on Ofcom to maintain standards in broadcast advertising, to check if they complain with the regulations. 

4. What are the procedures of the organisation?

( how do you make a complaint? What happens when you complain? What do they use to judge your complaint? How else do they regulate ad’s)

To make a compliant to ASA you need can contact them by online compliant form, telephone and write to them. First you have to see if you're compliant is covered by ASA, you check their regulations online, they use the regulation to check if the advert has broken and of the regulation which you may have complained about. You will then receive the name of the person who is handling you're complaint, they will give you all the contact detail of the investigator.

5.What are the key parts of the code governing food and soft drink advertising and children and advertising that you think will be important to bare in mind for your advert?

CAP Codes

15.6 "Licensed characters and celebrities popular with children may present factual and relevant generic statements about nutrition, safety education or similar.” if i do want to present facts about the product to the target audience i will need to have licensed characters, this is something i would need to consider when planning my advert.

32.3 "Do not be mis-leading during the advert" This code will effect me as i now need to make sure that all my facts are from the right source and double check because if it mis-leading it can lead to my advert being removed, also i can not make up things which it does not actually do. 

Q6 Choose at least 4 TV Advertising case studies of (two) problematic food and soft drink advertising and (two) children and advertising

This above advert has been considered as an problematic drink advert due to the fact that the audience believed that the information which was in this advert as it clearly said that coke allowed you to spend extra time and lose calories due to it allowing you to be more active and according to coca cola they thought you can lose up to 139 calroise as it makes you more active the audience this is not truthful and it does not tell you the bad effect like the fact that sugar intake or caffeine which can make you hyper this can have bad effects to health.

This is another problematical drink advert as we see the actors being slapped around which can effect them as it says on the ASA guideline that you cannot have imitable behavior which can allow the young audience to copy that kind of behave for example in the video we see the actors being slapped when they drink tango this can effect young audience as they may think it is right to slap people in public this is very misleading. 

This is another advert which is a problematic advert due to the message behind the advert, the action of this advert gives the audience a wrong message for example in the above advert we see the girl actor and Doritos are in a relationship and then we see the packet of crisp get on top of the girl and the audio matches the real life action of a sexual intercourse and then we see the packet of Doritos pop which is aimed towards the sexual intercourse.

The above advert is a sausage advert and we see a female who is dressed to seduce the audience as she wears bare amount of clothes which gets the audience attention. Why this advert is problematic food advert is that we see it gets sexual this is not acceptable due to the guideline of ASA and we see the action at 0.26 when the female actress slowly touches her leg and the fact the camera focuses on the middle section of the body show us the nudity and it clearly says that is not acceptable unless is it is mild nudity but the content in this advert is not.