Regulation Of Advertising

About ASA
ASA stands for the Advertising Standards Authority, it is the
UKs independent regulator of advertising across all forms of
media. The ASA apply Advertising codes. Which are written by
the Committees of Advertising Practice. Their work includes
acting on complaints and proactively checking the media to
take action against misleading, harmful or offensive
advertisements. The ASA is a non-statutory organisation and
so cannot interpret or enforce legislation, but instead uses
codes in the advertising practice which broadly reflects
legislation in many different instances.
Hondas advert shows its latest models in conjunction with fast
paced on screen text. Which includes the lines Suddenly you
find you can go faster than you though and Keep pushing and
get to better faster The ASA received complaints from the
public in response to this advert. The complaints stated that the
advert encouraged irresponsible driving by encouraging
viewers to break the speed limit. Honda Banned Advert.
Hondas defence is that they responded by stating that the ad
was created to inspire people to push their perceived limits
using a speed-reading technique. In doing so, it challenged
viewers to catch up with with the increased speed of the text
appearing on screen. The brand said any reference to speed
did not relate to anything other than speed reading the on
screen text. The ASA ruled that while the ad did not include
realistic depictions of the vehicles being driven in a dangerous
manner, the fast changing on-screen text and the soundtrack
were likely to leave viewers with the impression that speed was
the central message of the add. The ad cannot be broadcast
again in its current form, and Honda has been urged not to
make speed the central elements of its advertising in future.
KFC released an advert back in 2005 which featured call
centre workers singing with their mouths full of food. The KFC
ad received a record 1,671 complaints. Many people felt it
could encourage bad manners among children. But the
complaint was not upheld by the ASA, which ruled it was
unlikely to change childrens behaviour or undermine parental
authority. The popular food chain KFC refused to drop the
campaign, saying it was meant to be funny The advert was
fully approved by the Broadcast Advertising Clearance Centre
and no further action was required. KFC Banned Advert
Mr Kipling made an advert for Mr Kipling Mince pies, the advert
shows a woman giving birth during a nativity play, has been
pulled from television screens. The advert was deemed graphic
and attracted the most complaints of any ad in 2004. Mr Kipling
got more than 800 people complaining that the advert mocked
the birth of Jesus. The advert was seen as offensive and the
ASA removed the advert entirely. Mr Kipling Banned Advert

About BCAP
BCAP stands for The Broadcast Committee of Advertising Practice they
write and maintain the UK Advertising Codes, which are administered by
the Advertising Standards Authority. The BCAP code applies to all
advertisements (including teleshopping, content on self-promotional
television channels, television text and interactive television
advertisements) and programme sponsorship credits on radio and
television services licensed by Ofcom. The principles of this code are that
advertisements should not mislead or cause serious or widespread offence
or harm, especially to children or the vulnerable. Broadcasters are
responsible for ensuring that the advertisements they transmit comply with
both the spirit and the letter of the code. There are 33 different codes that
are used by BCAP which are used to regulate advertising.
An example of this is BCAP Code 20, which is motoring. The principle of
this code is that advertisements should not contribute to a culture of
dangerous, irresponsible or inconsiderate driving or motorcycling,
especially among young drivers.
Another example is BCAP Code 04, which is Harm and Offence. The
principle of this code is that the advertisements must not be harmful or
offensive. Advertisements must take account of generally accepted
standards to minimise the risk of causing harm or serious or even
widespread offence. The context in which an advertisements is likely to be
broadcast must be taken into account to avoid unsuitable scheduling.
Difference between ASA and BCAP
The ASA system is responsible on a day-to-day basis for broadcast
advertising content standards. The Broadcast Committee of Advertising
Practice (BCAP) is responsible for writing and maintaining the UK Code of
Broadcast Advertising.