The ASA

The Advertising Standards Authority (ASA) is there to keep tracks on the content of advertisements and direct marketing in the U.K. It’s the role of the ASA to stop any misleading, harmful or offensive advertisements. They do this by enforcing the Advertising Standards Codes. The codes are divided into two parts one set of codes called The CAP Broadcast, which is for T.V and Radio and other types of adverts. The other set of codes called CAP Non-Broadcast, which is for Teletext, Interactive adverts and television scheduling for adverts.




The ASA are there to protect consumers from inappropriate material that may cause them to be misled, cause them harm or offence. The ASA has the role of ensuring all advertisements are honest and decent.
The ASA deals with most types of advertisements but not all of them. Below is a list of some of the types the ASA deal with and some they don’t.

TYPES OF ADVERTS ASA DEALS WITH:
• Magazine and Newspaper Adverts
• Radio and TV commercials (Not programmes or programme sponsorships.)
• Leaflets and Brochures
• Cinema commercials

TYPES OF ADVERTISMENTS THE ASA DOESN’T DEAL WITH:
• Claims on websites
• TV and Radio Sponsorships
• Shop Window Displays
• Political Advertising.

To find out more details about the types of advertising the ASA deal with visit:
http://www.asa.org.uk/asa/about/Guided+Tours/Consumers/What+types+of+ads+and+promotions+does+the+ASA+look+into.htm

Anyone can make a complaint if they feel an advertisement’s content in inappropriate or does not apply with the Advertising Standards Codes. The ASA will then investigate the complaint and make a decision on whether the advertisement is breaking the codes. The ASA can they make a series of decisions, which can include: banning the advert all together, or possibly re-scheduling the advert other decisions can be made.

One advert that the ASA received many complaints about was the ‘Marmite Blob’ T.V advert. The advert featured a massive blob of marmite. After an investigation from the ASA the advert was banned.

Click on this link to watch the 'Marmite Blob' advert: http://youtube.com/watch?v=MlsBem2JOl0

“ All the viewers said that their children had been terrified by the advertisements.”
– ASA (2005)

To find out more about this complaint visit http://news.bbc.co.uk/1/hi/uk/4353055.stm

The most recent advert that ‘Marmite’ has broadcast is more suitable for children, using old children T.V characters such as ‘Zippy’ from Rainbow and ‘Paddington Bear’. Although the style of advert has changed, ‘Marmite’ still uses the same slogan

‘YOU EITHER LOVE IT, OR YOU HATE IT’

To watch one of the latest 'Marmite' Adverts click on the following link http://youtube.com/watch?v=eean1pNVkoY

Other adverts that have been banned by the ASA are the ‘Sky TV adverts’ for misleading viewers. Sky’s advert stated:

‘Want to be ready when your terrestrial TV signal is switched off? Sky TV is the only way to go digital right now"

(2007)

To find out more about this story visit http://www.digitalspy.co.uk/broadcasting/a42480/sky-tv-ads-banned-by-asa.html

Another T.V advert that ASA received complaints about was the ‘KFC’ advert. The complaints were claiming that it was encouraging children to copy and talk with the mouth full.
After a long investigation the ASA made this statement

‘Once taught good table manners, children would be unlikely to adversely change their behavior simply by watching this commercial," the ASA said in its judgment.’ (2005)

The ASA did not force the advertisers to remove the advert from our screens, KFC decided to no longer show it after their period of broadcasting had ended.

http://www.guardian.co.uk/media/2005/jun/01/advertising.asa

Although some adverts do get banned for a number of reasons, many advertisers follow the Advertising standards codes and their adverts are very effective. One T.V advert that I think is very clever is the ‘Carry on Cleaning’ advertising ‘Bounty’ kitchen roll. I think the advert is really well edited. It uses the old carry-on characters such as ‘Sid’ to catch the viewers’ attention.