Advertising Standards Authority (ASA) and Ofcoms Regulation
Ofcom ensures the public within the UK receive the best from their communications services, also protecting them from scams. They regulate the TV, radio sectors, mobiles, fixed line telecoms, postal services, and the airwaves over where the wireless devices operate. They follow the communications act 2003 which states what Ofcom has to follow.
Ofcoms responsibilities are to meet the customers interests and taste, maintaining high speed services (e.g. broadbrand) to maintain good reputation, a universal postal service six days a week, and so on.
The ASA (advertising Standards authority) is a UK independent regulator for all advertising across the media. The ASA mission is to ensure that all advertising across the UK is legal, honest, truthful, and not offensive in any way. Their mission states that they are trying to regulate online more, aim to emphasise on prevention rather than curing, and so on. Their values are to show the audience they are a trustworthy and reliable company by overall having an excellent team and not being afraid of being wrong, they also like to show values such as, accessible and helpful, consistent and proportionate, and so on.
The ASA states they are committed into creating a professional and high quality by meeting the customers needs, dealing with their complaints with undue delay, being accessible to the public, and so on. These commitments will show that they care for the customers needs and that they try to be as helpful as possible.
The ASA deal with complaints by allowing the public to complain about any advertisement they find offensive or misleading to the public then the advertising standards authority will then take a close look at the advert(s) and come to a decision whether it should be banned from being shown the to the public. However, if an advert has a high number of complaints and the ASA decide it is not offensive or misleading in any way then they will simply not ban the advert. For example, the KFC Zinger Crunch Salad advert was the most complained about advert because parents were afraid their children would pick up on bad habits, whereas, the ASA didn't think so and did not ban the advert.
The ASA has different stages of regulation, firstly, the framework. Whilst the ASA regulates TV and radio advertisements they are under a contract of the Ofcom, agencies, advertisers and meida have come together to ensure thee ASA commitment is being reached. Also whilst regulating advertisements, ASA and CAP
(Committee of advertising practice) support industries to ensure their advertisements are public friendly before being published, for example, giving them guidance. Moreover, most of the TV and radio ads are pre-cleared before they are broadcasted. However, since there are a high number of non-broadcasted advertisements in the UK being published the ASA will not be able to pre-clear all of them so CAP enables them to get free advice training (http://www.cap.org.uk/Advice-Training-on-the-rules.aspx)
However, the regulation after an ad is published shows any type of offensive, harmful or misleading behaviour or language and it receives even one complaint the ASA will then take action, this is because it doesn't matter how many complaints an advertisement gets to act upon it.The sanctions of the ASA state that once an ad has been decided it is any of the three it will either get banned or amended.
Ofcom was involved with the 'virgins atlantics' advert because it was seen to be sexist from some of the public (women). They see it as sexist because the advertisement gives a sense to the public that the only reason why people should use their airline is simply because of the young attractive women that work for their company (shown on the advert). It is also offensive because the women that are shown on the advert are all young and model-like which can give the society and the viewers a bad misleading message that they only hire young women below the age of 35.
The Advertising Standards Authority was involved with the advert of Oasis Rubberduckzilla advert due to receiving five complaints about the misleading message about water. However, the advert overcome being banned as they said it was not to discredit water but to give choice. The ASA decided the advert of the Rubberduckzilla was not shown as a harm to the public.
The ASA states they are committed into creating a professional and high quality by meeting the customers needs, dealing with their complaints with undue delay, being accessible to the public, and so on. These commitments will show that they care for the customers needs and that they try to be as helpful as possible.
The ASA deal with complaints by allowing the public to complain about any advertisement they find offensive or misleading to the public then the advertising standards authority will then take a close look at the advert(s) and come to a decision whether it should be banned from being shown the to the public. However, if an advert has a high number of complaints and the ASA decide it is not offensive or misleading in any way then they will simply not ban the advert. For example, the KFC Zinger Crunch Salad advert was the most complained about advert because parents were afraid their children would pick up on bad habits, whereas, the ASA didn't think so and did not ban the advert.
The ASA has different stages of regulation, firstly, the framework. Whilst the ASA regulates TV and radio advertisements they are under a contract of the Ofcom, agencies, advertisers and meida have come together to ensure thee ASA commitment is being reached. Also whilst regulating advertisements, ASA and CAP
(Committee of advertising practice) support industries to ensure their advertisements are public friendly before being published, for example, giving them guidance. Moreover, most of the TV and radio ads are pre-cleared before they are broadcasted. However, since there are a high number of non-broadcasted advertisements in the UK being published the ASA will not be able to pre-clear all of them so CAP enables them to get free advice training (http://www.cap.org.uk/Advice-Training-on-the-rules.aspx)
However, the regulation after an ad is published shows any type of offensive, harmful or misleading behaviour or language and it receives even one complaint the ASA will then take action, this is because it doesn't matter how many complaints an advertisement gets to act upon it.The sanctions of the ASA state that once an ad has been decided it is any of the three it will either get banned or amended.
Ofcom was involved with the 'virgins atlantics' advert because it was seen to be sexist from some of the public (women). They see it as sexist because the advertisement gives a sense to the public that the only reason why people should use their airline is simply because of the young attractive women that work for their company (shown on the advert). It is also offensive because the women that are shown on the advert are all young and model-like which can give the society and the viewers a bad misleading message that they only hire young women below the age of 35.
The Advertising Standards Authority was involved with the advert of Oasis Rubberduckzilla advert due to receiving five complaints about the misleading message about water. However, the advert overcome being banned as they said it was not to discredit water but to give choice. The ASA decided the advert of the Rubberduckzilla was not shown as a harm to the public.
Ofcom
Ofcom ensures the public within the UK receive the best from their communications services, also protecting them from scams. They regulate the TV, radio sectors, mobiles, fixed line telecoms, postal services, and the airwaves over where the wireless devices operate. They follow the communications act 2003 which states what Ofcom has to follow.
Ofcoms responsibilities are to meet the customers interests and taste, maintaining high speed services (e.g. broadbrand) to maintain good reputation, a universal postal service six days a week, and so on.
Ofcoms responsibilities are to meet the customers interests and taste, maintaining high speed services (e.g. broadbrand) to maintain good reputation, a universal postal service six days a week, and so on.
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