Professional Documents
Culture Documents
Code of Practise
Code of Practise
Marketers must comply with all general rules and with relevant
sector-specific rules.
No marketing communication should bring advertising into
disrepute.
List all the different sections of advertising which the code covers
01. Compliance
02. Recognition of marketing communications
03. Misleading advertising
04. Harm and offence
05. Children
06. Privacy
07. Political advertisement
08. Sales promotion
09. Distance selling
10. Database practise
11. Environmental claims
12. Medicines, medical devices, health-related products and beauty
products
13. Weight control and slimming
14. Financial Products
15. Food, food supplements and associated health or nutrition
claims
16. Gambling
17. Lotteries
18. Alcohol
19. Motoring
20. Employment, homework schemes and business opportunities
21. Tobacco, rolling papers and filters
22. Electronic cigarettes
Pick four sections and give more detail about the rules which
govern advertising on those sections:
Section 1: Compliance: Rules relating to social responsibility; legality
and fair competition. It will also spell out the ASA Code applies in spirit, as
well as the letter. The fact that a marketing communication complies with
the Code does not guarantee that every publisher will accept it. Media
owners can refuse space to marketing communications that break the
Code and are not obliged to publish every marketing communication
offered to them.
The ASA/CAP self-regulatory system is recognized by the Government,
Trading Standards and the Courts as one of the "established means" of
consumer protection in non-broadcast marketing communications. Any
Section 4: Children:
Care should be taken when featuring or addressing children in marketing
communications.
The way in which children perceive and react to marketing
communications is influenced by their age, experience and the context in
which the message is delivered. Marketing communications that are
acceptable for young teenagers will not necessarily be acceptable for
younger children. The ASA will take those factors into account when
assessing whether a marketing communication complies with the Code.
Rules
Harm:
Marketing communications addressed to, targeted directly at or
featuring children must contain nothing that is likely to result in
their physical, mental or moral harm:
children must not be encouraged to enter strange places or talk to
strangers
Children must not be shown in hazardous situations or behaving
dangerously except to promote safety. Children must not be shown
unattended in street scenes unless they are old enough to take
responsibility for their own safety.
Pedestrians and cyclists must be seen to observe the Highway Code
children must not be shown using or in close proximity to dangerous
substances or equipment without direct adult supervision
children must not be encouraged to copy practices that might be
unsafe for a child
Distance selling marketers must take care when using youth media
not to promote products that are unsuitable for children.
children:
Must not actively encourage children to make a nuisance of
themselves to parents or others and must not undermine parental
authority
Must not include a direct exhortation to children to buy an
advertised product or persuade their parents or other adults to buy
an advertised product for them.
Marketing communications that contain a direct exhortation to buy
a product via a direct-response mechanism must not be directly
targeted at children. Direct-response mechanisms are those that
allow consumers to place orders without face-to-face contact with
the marketer.
Promotions:
This will affect because it will make sure that in the campaign nothing is
breached and that the content that is shown is checked twice to make
sure nothing is harmful to the audience/public. To make sure that no
information is misleading the audience to believing something for
example a product, just so they buy it. That the content in the campaign is
not offensive to any consumer.