ASA The ASA stand for Advertising Standards Authority which control the regulations of adverts. They decide whether some adverts breach the laws of advertisement and then they allow them to be seen by the public. They are an important part of advertising because they ensure that no adverts are going to affect an audience in a negative way. They control what adverts are seen on T.V in order for viewers to be happy with what they are watching. Advertising needs to be regulated because it can cause problems with people at home and the companies. | think that during the daytime it is necessary for family viewers especially children, also if there is a bad advert then it can affect the product/ company as it would give negative feedback to them. | think if there was adverts that where inappropriate for a certain group of people because it could affect them whether it be offensive, traumatic or in some way upsetting could cause a lot of trouble so | think it is good that they are regulated. OFCOM Ofcom regulate T.V, Radio and video-on-demand sectors, fixed-line telecoms, mobiles and postal services in the UK, they make sure that people get the best from their communication services and are protected from scams. Ofcom are important because they sensor problems on public media so there are no problems or offenses that will raise the public eye. They help keep things such as family television programmes clean andfriendly and keep any offensive/ upsetting content out of that specific programme. Ofcom run under the Acts of Parliament including the Communications Act 2003. They are funded by fees from industry for regulating broadcasting and communications networks, and grant-in-aid from the government. The difference between the ASA and Ofcom is that the ASA regulate adverts and Ofcom regulate T.V, Radio, Videos, Telecom, Mobiles and postal services which are seen more by the public. BCAP codes are broadcasting codes that apply to all advertisements and programme sponsorship credits on radio and television services licensed by Ofcom. They are used by companies promoting ads and other public information and the have to follow the rules in order to be able to promote an advert. One recent advert that has had a ruling is the Smart Pension advert, There where to complaints because there communications weren’ t identifiable and the advert was misleading. The codes breached where marketing communications identifiable.