Transcript Regulation - JGertzfield

Regulation
Regulating Advertising in the UK:
The ASA
Essential Questions
Do you think advertisements should be regulated?
By whom?
How?
What the ASA does
Advertising Standards Authority
Provides guidelines to advertisers, in consultation
with them
Investigates public complaints into ads
Codes of Practice (CAP Codes) are published for
broadcast (TV & Radio etc) ads and non-broadcast
(billboards, magazines, newspapers etc) ads.
ASA CAP Codes
The Advertising Codes contain wide-ranging rules
designed to ensure that advertising does not
mislead, harm or offend. Ads must also be socially
responsible and prepared in line with the principles
of fair competition. These broad principles apply
regardless of the product being advertised.
• In addition, the Advertising Codes contain specific
rules for certain products and marketing techniques.
These include rules for alcoholic drinks, health and
beauty claims, children, medicines, financial
products, environmental claims, gambling, direct
marketing and prize promotions.
Misleading Ads
To mislead consumers means to make claims about
a product or service that cannot be backed up by
evidence
The majority of complaints (75%) and subsequent
investigations relate to untruthfulness or dishonesty
Watch the start of the interview with the ASA
spokesperson Lynsay Taffe - what are misleading
ads? What is the example given? Why did people
complain about it? What happened?
Misleading?
We use our CO2 to
grow flowers
0.3% of CO2 is used
to grow flowers
Misleading.
Misleading?
Watch the Nutella ad
It claims that: It’s a slow-release energy product; it
contains only hazlenuts, skim milk and cocoa
powder; it is a nutritious product.
Do you think this ad is misleading? One pair on
each table takes one side and has one minute to
argue their case.
The ASA found that....
1. The claim that Nutella released energy slowly
was true; the fat in it makes the sugar release slowly,
making it a low GI food.
2. The claim that the ad implied Nutella only
included nuts, milk and cocoa (not also sugar and
fat) was not upheld.
3. The claim that Nutella was a significant part of a
healthy breakfast was found to be untrue and
complaints about this aspect were upheld. It has too
much sugar and fat to make a significant nutritional
contribution.
Offensive Ads
Advertisements must not cause serious or
widespread offence against generally accepted
moral, social or cultural standards.
What kind of content in ads do you think might be
considered offensive?
Watch the KFC ad. Do you think this ad is
offensive? One pair on each table takes one side
and has one minute to argue their case.
Offensive Ads
The ASA decided this ad was not offensive although it received the most amount of complaints
for any ad that year - 53,774 - it did not violate any of
the CAP codes and was not banned.
See Lynsay Taffe explain why
Harmful Ads
Advertisements must contain nothing that could
cause physical, mental, moral or social harm to
persons under the age of 18.
Advertisements must not include material that is
likely to condone or encourage behaviour that
prejudices health or safety.
Watch the anti-smoking ad ‘hooked’ and again,
decide if you think this ad is harmful. Discuss with a
partner taking opposing sides for one minute each.
ASA Ruling
The Department of Health argued that the fear
created by the ads would pale into insignificance
when compared to the physical and mental damage
caused by smoking
The ASA said that because the posters and ads
could be seen by children and were likely to cause
them fear and distress, the posters should be
removed and the TV ads only shown after 9pm. The
ex-kids restriction was not sufficient.
Watch Lynsey Taffe talking about these ads and
shock tactics.
X-Box Champagne Ad
Now you know that the three main rules for
advertisers concern misleading claims, offence and
harm, watch the X-Box Champagne ad.
Work with a partner to construct a clear argument
with three key points about why the ad should be
allowed on TV or why it should not.
Plenary
Go back to the overtly sexual print ads we looked at
at the start of class.
Do you think any of these should be banned? Why of
why not?
Are any of them misleading, offensive, or harmful, in
your opinion?
The advertisers put their
side...
Trevor Beattie: Head of BMP, developed the IKEA
ad and the FCUK campaign.
Daniel Kleinman: Director of the XBox Champagne
ad and the ‘Ventriloquist’ ad that we will watch next
class.
h/w: journal entry
Due next Wednesday
Find an ad that has been banned and find out why write a journal entry explaining whether you agree or
disagree with this ruling. Or, discuss a controversial
ad that has not been banned and argue why it
should be.
Research the advertising regulation rules in the US are they clear and stringent enough or not?