1) What is the background of the ASA?
The background of ASA (Advertising Standards Authority) first started in 1961 in order to protect consumers from misleading advertisements. The ASA then replaced the Control of Misleading Advertisement Regulations 1988.
2) What is role of the ASA in the regulation of advertisements?
The role of the ASA in the regulation of advertisements are. The types of adverts that they regulate are television advertisement, leaflets/posters, billboards and all media related sources. The ASA is funded by advertisers due to an agreement this allows the ASA some independence which is collected by the Advertising Standards Board of Finance (Asbof). However they gain no money from the government what so ever as well as being free from the tax payer.
3) What is the legal standing of the ASA in relation to Ofcom?
The legal standing of the ASA in relation to Ofcom is to maintain standards in broadcast advertising. The power that ASA have is they are able to remove advertisement from the television causing them to be banned from that source. On the other hand ASA have no control over the banned advertisements being shown to the members of the public on sources such as youtube and some Internet pages. When advertisers break rules they have to investigate and research that specific advertisement then suggests to the producers why and then to change the source to an appropriate state to then be re-shown to the target audience. Ofcom manages the day to day running of the basis for broadcasting advertising content standards.
4) What are the procedures of the organisation?
The procedures of the organisations are. The member of public are able to make a complaint by reporting the advertisement to the ASA and then further investigation will be done as it only takes one person to make a complaint for it to be looked into. When the complaint is made ASA then looks into all aspects within the advert to see what parts have effected the audience, this is then labelled as upheld. What ASA uses to judge complaints are whether an ad is in breach of the Codes, this would then determine the result of the advert.
5) What are the key parts of the code governing food and soft drink advertising and children advertising that you think will be important to bare in mind for your advert? The key parts of the codes governing food and soft drink and children advertising is that it must not include any children within the food and drink
advertisement suggesting to the children that over eating and being unhealthily is acceptable.
Orangina Advert:
My first example of food that has been banned by the ASA is the Orangina advert that received 147 complaints by the public and through investigation it was then decided to be upheld. Due to orangina mainly targeting to a young audience including children, however the advert manages to portray the advert and product in a sexualised and provocative manner. We can see this within the advert at (0.35) where a character is shown dancing around a pole as well as minimal clothing worn by the animal characters. This may influence young people negatively as they will believe it is correct for them to witness such images.
K.F.C Advert:
My second example of food/drink advertisement that has been banned is the Kentucky Fried Chicken advert. Which had received 1,671 complaints by the members of public making it the most complained TV advertisement of all time. The advert was first aired in 2005 and as later on upheld by the ASA. This featured call center workers singing with their mouths full of food as we can see this at (0.02-0.22). As people felt that it encourages bad manners among children, as well as it not being aesthetically pleasing to eye.
Smoking Advert:
This advert that was banned by ASA due to the content of children copying their parents may influence the idea of copying adult in actions that are not acceptable. The advert 'Smoking: I wanna be like you' received over 200 complaints in 2008 as policies were not followed and encourages children and young people to smoke. As we can see throughout the advert the children are copying what they see for example at (0.32-0.35) children may copy what they see especially their parents despite the action being good or bad.
Barnardo's Advert:
This Barnardo advert was banned by the ASA due to the content within the advert containing violence, drug abuse and an uneasy atmosphere which include of a jail cell as well as a rough street corner, we can see this at (0.05-0.25). The shots are constantly being repeated within the ad as it gets faster and faster towards the end of the advert, as it suggests a cycle being made. However people believe that it may get the wrong idea as young children be slightly influence by what they see as well as the footages being quite graphic.
http://www.asa.org.uk/About-ASA.aspx
http://www.asa.org.uk/About-ASA/Our-history.aspx
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