ASA Research Task

http://www.asa.org.uk/

ASA stands for the ‘Advertising Standards Authority’

The ASA is the UK’s independent regulator of advertising across all media. They apply the
advertising codes, which are written by the committee of advertising practice also known as
CAP
The advertising codes contain wide-ranging rules designed to ensure that advertising does
not mislead, harm or offend. Advertisements must also be socially responsible and prepared
in line with the principles of fair competition. These broad principles apply regardless of the
product being advertised.
All advertising in the UK have a responsibility to follow the advertising codes which require
that ads addressed, targeted directly at, or featuring children do not contain anything that
will cause them physical, mental or moral home.

There was a complaint is about a TV add seen in April 2016, which was a promoti on for
Oak Furniture Land’s bank holiday sale. A voice-over stated, "At Oak Furniture Land
there are solid hardwood sideboards from just two four nine." The ad featured a
sideboard alongside a red 'price label' graphic featuring the text "From £249". Smaller
on-screen text stated, "Featured product £449" The complaint was made because the
more prominent prices did not relate to the product feature and found the smaller on
screen text diffi cult to read. The complaint was made to challenge whether the ad was
misleading. The advert proved to be misleading. The price tags shown did give the
impression that it was related to the product on screen. The ASA did agree with the
complaints. The ASA told Oak Furniture Land to ensure that future ads did not mislead
about the prices that applied to products shown in their ads. This ad is not to be
broadcast again in its current form.
A TV ad for Amazon Prime promoti ng a horror drama series called “Fear the Walking
Dead”, broadcast on Channel Four on Sunday 10 April during the fi lm Rango at 5.35pm
and 6.40pm. There were three complaints. The ad starts with a voice over from the
show. ‘Good morning Los Angeles. Hope you got your fl u shot. Reports that a strange
virus is going around. If you’re not feeling well go home and take care of yourself.’
The ad showed graphic clips from the show. The ad also featured on-screen text that
stated “EVERY HORROR … HAS A BEGINNING FEAR THE WALKING DEAD SEASON 1 FEAR
BEGINS HERE …”. Towards the end of the ad was a male voice-over that stated, “Fear
the walking dead season one. Watch and download with Amazon Prime and take the
fear with you.” Three complainants, one of whom reported that their child was
distressed by the ad, objected that it had been inappropriately scheduled during a
children’s fi lm. The ad was not regulated with a ti me restricti on that would prevent it
airing during hours where kids would see it easily. The ASA agreed that the ad did not
contain and graphic imagery, violence, zombies however it was an ad for a horror TV
show so they recommended a “presentati on code 32” advising broadcasters to review
and determine whether the ad is suitable to be shown during programming for
children under the age of 9.