ASA/CAP/BCAP/BCAP Codes

ASA- Advertising Standards Authority - The independent regulator of advertising across

all media in the UK. They apply advertising codes and acts on complaints, checking the
media to take action against misleading or offensive advertisements
BCAP codes- Codes that are applied by ASA and state what media broadcasting
adverts must comply to, there are 33 codes.
CAP- Non broadcast
BCAP- Broadcast
https://www.asa.org.uk
https://www.cap.org.uk https://www.cap.org.uk/Advertising-Codes/Broadcast/CodeItem.aspx?
cscid={82895b6b-4a62-4de0-bbc6-6bd9c709bcb7}#.V_tb9RRXbHg

Ofcom Ofcom is the communications regulator in the UK. They regulate the TV, radio
and video-on-demand sectors, fixed-line telecoms, mobiles and postal services, plus the
airwaves over which wireless devices operate. Ofcom operates under a number of Acts
of Parliament, The Communications Act says that Ofcoms principal duty is to further
the interests of citizens and of consumers, where appropriate by promoting competition.
Meeting this duty is at the heart of everything we do. Ofcom is funded by fees from
industry for regulating broadcasting and communications networks, and grant-in-aid
from the Government.
Ofcom regulate and protect, whilst ASA/CAP set the codes for advertisements to be
controlled by.

The difference between CAP and BCAP

The difference between CAP and BCAP is that CAP created the main codes that are to be
followed for non-broadcast adverts in the UK, such as billboards, magazine adverts etc. BCAP
focussed on the main rules that broadcast adverts have to follow. An example of codes applied
for non-broadcast adverts are things such as violence should not be condoned, children should
not be portrayed in dangerous environments etc. An example of the codes applied for broadcast
adverts are that they cant be misleading or cause harm or offence to
anyone.

ASA Ruling on Amazon Prime

An Amazon Prime advert advertising the new season of The Walking Dead
was reported because it claimed to distress younger viewers. Also, it was
aired during the showing of a childrens film shown on Channel 4, which
was deemed inappropriate. It was also thought to distress or offend
viewers.
https://www.asa.org.uk/Rulings/Adjudications/2016/8/
Channel-Four-Television-Corporation/SHP_ADJ_338107.aspx#.V_ta4xSEO-8

ASA Ruling on Apple (UK) Ltd

Apple advertised an online ad for the icloud stating "iCloud. Your documents everywhere. All
your documents. On all your devices. With iCloud, you can create documents in Pages on your
Mac and access them on your iPad, iPhone and iPod touch. And vice versa. You can edit them
from anywhere - on any device you use. Changes you make on one device are updated on all
your devices. It's automatic and effortless. And suddenly, any place is the easiest place to work".
The complaint issued that Changes you make on one device are updated on all your devices.
It's automatic and effortless" was misleading, because they understood that this functionality did
not currently work for Macs in a way that was "automatic and effortless".

The codes breached were

General

3.1 -Marketing communications must not materially mislead or be likely to do so.

Exaggeration

3.11 -Marketing communications must not mislead consumers by exaggerating

the capability or performance of a product.

Substantiation

3.7 -Before distributing or submitting a marketing communication for publication,

marketers must hold documentary evidence to prove claims that consumers are likely to
regard as objective and that are capable of objective substantiation. The ASA may
regard claims as misleading in the absence of adequate substantiation.
However, Apple responded by explaining that once enabled on all devices, it was automatic
and effortless and the instructions/guidance to do so is found on their main marketing pages.
Overall, this was not upheld. The ASA noted that the complaint was irrelevant; after the correct
settings have been changed then what the advert states is correct, and is not in breach of the
codes.
https://www.asa.org.uk/Rulings/Adjudications/2012/12/Apple-UKLtd/SHP_ADJ_207565.aspx#.V_tdjhRXbHg

ASA Ruling on Dominos

A Dominos TV advert advertising their BBQ stuffed crust caused a viewer to complain due to
the advert being misleading. This is because they claimed that the meat was made out of pork
belly instead of rib. A viewer claimed that the boneless ribs were misleading because they
were informed by Dominos that the product was made from pork belly, not rib meat. Dominos
responded by saying they didnt think their ad was misleading, as the pork belly was from the
same cut of meat as the ribs.
https://www.asa.org.uk/Rulings/Adjudications/2012/8/Dominos-Pizza-UK-and-IrelandLtd/SHP_ADJ_192529.aspx#.V_tfiBSEO-8
https://www.youtube.com/watch?v=DT4Wyo09C4I