Advertising Standards Authority and Office of Communication
ASA and OfCom
Advertising needs to be regulated. Regulation takes place in two main bodies, the ASA and Ofcom.
The Advertising Standards Authority (ASA) is UK's independent regulator of advertising across all media. They apply the Advertising Codes which are written by the Committees of Advertising Practice ( the sister of organisation of of the Advertising Standards Authority. They are responsible for the constant revising and updating of the British Code of Advertising, Direct marketing and Sales Promotion through Code Policy Team. Their work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements. Each year, ASA consider over 30,000 complaints about around 2,000 ads.
The type of advertising ASA covers are those adverts that goes in the magazines and newspapers, radio and TV commercials, advertisement on the internet such as banner and display ads. They also cover for the leaflets and brochures, ads on CD ROMs , DVD and videos, sales promotions such as special offers and prize draws.
Each year, ASA receives complaints about ads and they to response to this complaints by giving the audience choices to how they can complaint, if they have any questions regarding about their complaints or about their problems.
ASA use the most common questions that are being asked about how to handle complaints. Here are some of the choices of questions they offer.
> Can i email you my complaints
> How will i know you've received my complaints?
> Why do I need to provide you you with my full contacts details?
> Who decides whether or not the complaint should be upheld?
> How many complaints do you receive each year?
> Do i need to get more people to complain for the ASA to take action?
> How do i complain about the ASA or the decision the ASA has made?
These questions already has its answers provided underneath it on the ASA website. Visit https://www.asa.org.uk/News-resources/FAQs/Dealing-with-complaints-FAQs.aspx to see more about how ASA deals with complaints and to see how they answer these questions.
Non-Broadcast
UK's code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code)
This Code must be followed by all advertisers, agencies and media.
This Code is enforced by the Advertising Standards Authority, who can take steps to remove or have amended any ads that breach these rules.
> Compliance- Rules relating to social responsibility; legality and fair competition. It also spells out the ASA applies the Code in the spirit, as well as the letter.
> Recognition of marketing communications- Rules about making sure material is clearly identifiable as marketing communications/ advertisements/ advertorials.
> Misleading advertising- A key and extensive section of the Code, containing rules such as substantiation (evidence to prove claims); pricing; the use of testimonial and more.
> Harm and offence- Rules to ensure that ads do not cause harm or serious or widespread offence. Includes rules relating to shock tactics, unsafe practices and photosensitive epilepsy.
> Privacy- Rules about depicting members of the public; referring to people with a public profile; implying endorsement and the Royal Family.
For more information about the Non-Broadcast Advertising Code go to https://www.cap.org.uk/Advertising-Codes/Non-Broadcast.aspx
The type of advertising ASA covers are those adverts that goes in the magazines and newspapers, radio and TV commercials, advertisement on the internet such as banner and display ads. They also cover for the leaflets and brochures, ads on CD ROMs , DVD and videos, sales promotions such as special offers and prize draws.
Each year, ASA receives complaints about ads and they to response to this complaints by giving the audience choices to how they can complaint, if they have any questions regarding about their complaints or about their problems.
ASA use the most common questions that are being asked about how to handle complaints. Here are some of the choices of questions they offer.
> Can i email you my complaints
> How will i know you've received my complaints?
> Why do I need to provide you you with my full contacts details?
> Who decides whether or not the complaint should be upheld?
> How many complaints do you receive each year?
> Do i need to get more people to complain for the ASA to take action?
> How do i complain about the ASA or the decision the ASA has made?
These questions already has its answers provided underneath it on the ASA website. Visit https://www.asa.org.uk/News-resources/FAQs/Dealing-with-complaints-FAQs.aspx to see more about how ASA deals with complaints and to see how they answer these questions.
Non-Broadcast
UK's code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code)
This Code must be followed by all advertisers, agencies and media.
This Code is enforced by the Advertising Standards Authority, who can take steps to remove or have amended any ads that breach these rules.
> Compliance- Rules relating to social responsibility; legality and fair competition. It also spells out the ASA applies the Code in the spirit, as well as the letter.
> Recognition of marketing communications- Rules about making sure material is clearly identifiable as marketing communications/ advertisements/ advertorials.
> Misleading advertising- A key and extensive section of the Code, containing rules such as substantiation (evidence to prove claims); pricing; the use of testimonial and more.
> Harm and offence- Rules to ensure that ads do not cause harm or serious or widespread offence. Includes rules relating to shock tactics, unsafe practices and photosensitive epilepsy.
> Privacy- Rules about depicting members of the public; referring to people with a public profile; implying endorsement and the Royal Family.
For more information about the Non-Broadcast Advertising Code go to https://www.cap.org.uk/Advertising-Codes/Non-Broadcast.aspx
Broadcast
UK Code of Broadcast Advertising (BCAP Code)
> Compliance- Information about pre-clearance. Rules relating to social responsibility; legality. It also spells out that the ASA applies the Cod in the spirit, as well as the letter.
> Recognition of advertising- Separation rules and content rules to ensure that ads are not mistaken for editorial.
> Misleading advertising- A key and extensive section of the Code, containing rules such as substantiation (evidence to prove claims); pricing; the use of the word 'free'; availability of products, comparisons, testimonials and more.
> Harm and offence- Rules to ensure that ads do not cause harm or serious or widespread offence. Includes rules relating to loudness of TV ads; shock tactics, unsafe practices and photosensitive epilepsy.
> Privacy- Rules about permission for depicting - or referring to - living persons in ads, including members of the public and those with a public profile.
For more information about Broadcast Advertising Code go to https://www.cap.org.uk/Advertising-Codes/Broadcast.aspx
Ofcom is the government-approved regulatory and competition authority for the broadcasting, telecommunications and postals industries of the UK.
They regulate the TV and radio sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices operates. It has a statutory duty to represent the interest of citezens and costumers by promoting competition and protecting the pubic from what might be considered harmful or offensive material.
Ofcom's main legal duties are to ensure:
> The UK has the wide range of electronic communications services, including high-speed services such as broadband;
> A wide range of high quality television and radio programmes are provided, appealing to a range of tastes and interests;
> Television and radio services are provided by a range of different organisations;
> People who watch television and listen to radio are protected from harmful or offensive material;
> People are protected from bring treated unfairly in television and radio programme, form having their privacy invaded;
> A universal postal service is provided in the UK- this means a six days a week, universally priced delivery and collection service across the country: and
> The radio spectrum (the airwaves used by everyone from taxi firms and boat owners, to mobile-phone companies and broadcasters) is used in the most effective way.
Ofcom is not responsible for regulating:
> Disputes between you and your telecoms provider:
> Premium-rate services, including mobile-phone text services and ringtones;
> The content of television and radio adverts;
> Complaints about accuracy in BBC programmes;
> The BBC TV license free;
> Post offices; or
> Newspapers and magazines.
Ofcom deals with most content on television and radio, but there are some areas where they share responsibility with another regulator.
UK Code of Broadcast Advertising (BCAP Code)
> Compliance- Information about pre-clearance. Rules relating to social responsibility; legality. It also spells out that the ASA applies the Cod in the spirit, as well as the letter.
> Recognition of advertising- Separation rules and content rules to ensure that ads are not mistaken for editorial.
> Misleading advertising- A key and extensive section of the Code, containing rules such as substantiation (evidence to prove claims); pricing; the use of the word 'free'; availability of products, comparisons, testimonials and more.
> Harm and offence- Rules to ensure that ads do not cause harm or serious or widespread offence. Includes rules relating to loudness of TV ads; shock tactics, unsafe practices and photosensitive epilepsy.
> Privacy- Rules about permission for depicting - or referring to - living persons in ads, including members of the public and those with a public profile.
For more information about Broadcast Advertising Code go to https://www.cap.org.uk/Advertising-Codes/Broadcast.aspx
Ofcom is the government-approved regulatory and competition authority for the broadcasting, telecommunications and postals industries of the UK.
They regulate the TV and radio sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices operates. It has a statutory duty to represent the interest of citezens and costumers by promoting competition and protecting the pubic from what might be considered harmful or offensive material.
Ofcom's main legal duties are to ensure:
> The UK has the wide range of electronic communications services, including high-speed services such as broadband;
> A wide range of high quality television and radio programmes are provided, appealing to a range of tastes and interests;
> Television and radio services are provided by a range of different organisations;
> People who watch television and listen to radio are protected from harmful or offensive material;
> People are protected from bring treated unfairly in television and radio programme, form having their privacy invaded;
> A universal postal service is provided in the UK- this means a six days a week, universally priced delivery and collection service across the country: and
> The radio spectrum (the airwaves used by everyone from taxi firms and boat owners, to mobile-phone companies and broadcasters) is used in the most effective way.
Ofcom is not responsible for regulating:
> Disputes between you and your telecoms provider:
> Premium-rate services, including mobile-phone text services and ringtones;
> The content of television and radio adverts;
> Complaints about accuracy in BBC programmes;
> The BBC TV license free;
> Post offices; or
> Newspapers and magazines.
Ofcom deals with most content on television and radio, but there are some areas where they share responsibility with another regulator.
Well done, comprehensive and thourough.
ReplyDeleteMr W