1) The ASA are the UK's independent regulator of advertising across all media, including marketing on websites. They work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes.
2) Every week the ASA send out clear signals about what is and what is not acceptable in advertising actross a wide range of sectors.
3) The ASA’s mission is to ensure that advertising in all media is legal, decent, honest and truthful, to the benefit of consumers, business and society. Their aims to fulfilling their mission and achieving our vision are:
A customer focused organisation
- Helpful and accessible
- Independent of all pressures
- Accountable for our performance
A best practice regulator
- Fair, thorough and timely
- Consistent and proportionate
- Reliable and ethical
An excellent team
- Alert and aware
- Responsible and cooperative
- Learning and growing professionally
4) The ASA is funded by two advertisers which are;
- 0.1% on display advertising expenditure and airtime and;
- 0.2% of the Royal Mail's Mailsort contract.
They receive no Government funding and therefore our work is free the tax payer.
These levies are collected by two separate bodies, the Advertising Standards Board of Finance (Asbof) and the Broadcast Advertising Standards Board of Finance (Basbof).
5) The key principles of the advertising codes are that agencies and media owners must follow. Consumer protection and social responsibility are at the heart of the Codes, which require that advertising must not mislead, harm or offend.
The Codes also contain specific rules that cover areas such as advertising to children, alcohol and gambling, the environment and financial products.
6) Pre- clearance is there to insure that Advertising Codes require that all claims must be substantiated before being published or aired. Broadcast Advertising- The vast majority of TV and radio ads are pre-cleared before they are broadcast. Non-broadcast Advertising -There are many millions of non-broadcast ads published every year in the UK, so it would be impossible to pre-clear every one of them. For example there are more than 30 million press advertisements and 100 million pieces of direct marketing every year.
7) ASA usually will The total number of complaints received in 2010 was 25,214. Of those, 96% were from members of the public and 4% from the industry. The complaints focused on 13,074 adverts. Both figures are slightly down on last year. However ASA will follow up complains on adverts and remove accordingly, they wont just remove based on how many complaints there are.
8) I think the main factor that makes adverts more controversial is the need to stand out from the rests, advertising companies may feel pressure to make their advert different and unique creating a strong brand image such as Compare the Market, with their Meer cat image. And this is where their problems come from, when they take adverts one step to far in order to stand out from the crowd, and people will then start to complain as they may find advertisements offensive in some way.
- Paddy Power - 1,313 complaints-I feel that the ASA made the right judgement here to not up hold the complaint, as I see the advertisement was risky however realistically I don’t feel that the advertisement could have as big of impact on people lives people were making out. “Encouraging animal cruelty” is a bit farfetched.
- Marie Stopes - 1,088 complaints- i agree with ASA’s decision to not uphold the advert, as I feel that the message it gives out is not necessarily a bad thing, abortion may have to be the option for many people, and it’s not even advertising abortion its advertising an advice service, which you would contact if you were ever in that situation, additionally anyone whom was pregnant and seen an advert and was then persuaded to have an abortion must be very open to persuasion even though that’s not what the advert was advertising. Department of Energy and Climate Change - 939 complaints –I agree with ASA’s decision to uphold adverts in some parts as the advert seems a bit over the top, and can make the situation seem worse than it is, especially for the younger naive generation.
- maritalaffair.co.uk - 420 complaints-I agree with ASA’s decision to not uphold the complaints as I feel there is no way that a man with a naked torso with a bra draped over his shoulder could infer that he extra martial affairs are acceptable, who even says this man is married? He could be single therefore free to do what he likes. I feel people were reading too much into this billboard.
- John Lewis - 316 complaints- I agree with ASA to not uphold complaints although I can see why people complain, I suspect it hard to see, especially for animal lovers, it’s quite insensitive.
- Oven Pride - 273 complaints- I agree with ASA’s decision to not uphold the complaints as I don’t feel they meant the stereotypes to be taken by the audience in such a negative way, it seemed all in good humour so I don’t feel as if the advert needed to be removed at all, it’s just the audience being negative about the situation.
- Irn-Bru - 204 complaints- I again agree with ASA’s decision to not up hold the complaints as its just an insensitive advertisement and should be taken as far as being complained about.
- Cardell Media - 185 complaint- I agree with ASA’s decision to uphold complains as it seems unprofessional to have a page of your magazine ripped out and have it replaced with a post-it note, this advertisement needs to be addressed in another not so “over the top” approach.
- Marmite - 154 complaints- Here I feel that ASA should have upheld the complains as it may bring down the political parties reputation, to be re-done as a marmite advertisement may make the political parties seem somewhat unprofessional/ a joke, to allow it to happen.
- Durex - 151 complaints-I agree with ASA’s decision to not uphold complaints as the condoms were not advertised in an inappropriate way, it is a product and needs to be promoted in order for people to know it exists, as long as the advertisement is shown at the appropriate time there is no problem with it.
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