WHO ARE THE ASA AND WHAT DO THEY DO?

The Advertising Standards Authority is an organisation that regulates

companies within the advertising industry for the UK. They check
advertisements that have complaints to assure that they are suitable
for an audience, they have certain regulations that the advertisements
must abide by. The ASA is not funded by the government therefore have
little government control.

WHY ARE THEY IMPORTANT?

They prevent any harmful or misleading advertisements from offending

or misleading any viewers of an advert, they protect viewers.

WHY DO YOU THINK ADVERTISING NEEDS TO BE REGULATED?

Adverts need to be regulated to protect viewers. Without being

regulated adverts could portray anything whether that be misleading
information or harmful (such as discrimination, racism, sexism)
information which may not be suitable, thus these adverts need to be
regulated and if they break any of the rules and regulations they
should be punished, as they are.

WHO ARE OFCOM AND WHAT DO THEY DO?

Similar to ASA, OFCOMs duties are to regulate TV, radio and video.
They make sure citizens of the UK are getting the maximum from their
communications services whilst being protected from any harm such as
scams.

WHY ARE OFCOM IMPORTANT?

OFCOM operates under the Communications Act 2003 which states that
they must act within the powers and duties set for it by Parliament
in legislation. This act also states that OFCOM should further
consumers interests whilst encouraging competition.

WHATS THE DIFFERENCE BETWEEN OFCOM AND ASA?

The ASA is not funded and they only get money from fees whereas OFCOM
are government funded thus get their revenue from them. Also OFCOM
covers a broader field of advertisements whereas the ASA only cover
most.

WHAT ARE THE BCAP CODES?

The UK Code of Broadcast Advertising (BCAP Code) must be abided by all
advertisements across the UK, these are the regulations that must be
followed when considering creating an advertisement; they have been
put in place to protect the consumer. For example, include when
creating an advertisement for a charity must not disrespect the
dignity of those on whose behalf an appeal is being made.

HOW ARE THEY USED?

Once the ASA or OFCOM have received a complaint, they will review the
advertisement in question; whilst doing this they will check the BCAP
rules that have been put in place for that particular genre of
advertisement, if any have been breached they shall give the company
of the advertisement a punishment, for a first offender they are
likely to be asked to modify the advertisement so it wont break any
rules, however further punishments can include lawsuits.

RECENT ADVERTISEMENTS THAT HAVE BREACHED ANY BCAP CODES.

An advertisement from Twentieth Century Fox Film Company Ltd had

rulings from the ASA who had Two digital outdoor ads displayed on
large screens in two stations in central London, for the film Alien:
Covenant. This advertisement broke two codes; CAP 4.1 which states
that an advertisement must not contain anything that could cause
offence as well as CAP 1.3 which states Marketing communications must
be prepared with a sense of responsibility to consumers and to
society.
SITES USED:
https://www.asa.org.uk/type/capcode/code_rule/4.2.html?_vhid=F27721A5C869C
10D1DC30C0AA3AD7E5D
https://www.asa.org.uk/type/capcode/code_rule/1.3.html?_vhid=F27721A5C869C
10D1DC30C0AA3AD7E5D
https://www.asa.org.uk/type/capcode/code_rule/1.3.html?_vhid=F27721A5C869C
10D1DC30C0AA3AD7E5D
https://www.asa.org.uk/type/broadcast/code_section/16.html
https://www.asa.org.uk/codes-and-rulings/advertising-codes/broadcast-
code.html
https://www.ofcom.org.uk/about-ofcom/what-is-ofcom
https://en.wikipedia.org/wiki/Advertising_Standards_Authority_(United_King
dom)