ASA Research Task
3
Milda Kriuckova ASA Research Task http://www.asa.org.uk/ Introduction Questions ASA stands for Advertising Standards Authority who are independent regulators of adverting across all of the media’s in the United Kingdom. What they do is apply the codes of adverting which have been written by the Committees of Advertising Practice. ASA has what they call a ‘five strands of our advertising’ this is where they let everyone know what their key principles of adverting codes are. Number one is ‘Understanding’. In this section they talk about that they are going to open for any calls about regulatory changes and will be dealing them in the timely fashion. Number two is ‘Support’ and here they tell that they will be proving support to advertisers creating responsible adverts. Number three is ‘Impact’ where they promise to spend more time on the things that matter. Number four is ‘Proactive’ where they claim that they will use a wide range of information to help them tackle the problems. Lastly, number five is ‘Awareness’ where tell that they will rise awareness of who they are and what they can do. The way that ASA protect children is that they have joined forces with some other media regulators to create ParentPort. This is a website which was especially created to make it easier for parents to understand the standards that organisations must follow.
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Transcript of ASA Research Task
Milda Kriuckova
ASA Research Task
http://www.asa.org.uk/
Introduction Questions
ASA stands for Advertising Standards Authority who are independent regulators of adverting across all of the media’s in the United Kingdom. What they do is apply the codes of adverting which have been written by the Committees of Advertising Practice. ASA has what they call a ‘five strands of our advertising’ this is where they let everyone know what their key principles of adverting codes are.
Number one is ‘Understanding’. In this section they talk about that they are going to open for any calls about regulatory changes and will be dealing them in the timely fashion. Number two is ‘Support’ and here they tell that they will be proving support to advertisers creating responsible adverts. Number three is ‘Impact’ where they promise to spend more time on the things that matter. Number four is ‘Proactive’ where they claim that they will use a wide range of information to help them tackle the problems. Lastly, number five is ‘Awareness’ where tell that they will rise awareness of who they are and what they can do.
The way that ASA protect children is that they have joined forces with some other media regulators to create ParentPort. This is a website which was especially created to make it easier for parents to understand the standards that organisations must follow.
Milda Kriuckova
ASA had received complain of 939 about the advert created by the Department of Energy and Climate Change on the 17th March 2010.
The advert talks about the damages of the CO2 in the atmosphere. The way that these damages are shown to the audience is though the bed time story that a father is reading to his daughter. As he is reading we see what is happening as every damage is portrayed in the book.
Some of the issues about the advert were made by the MEP who said that the images of the drowning dog in the cartoon book and all of the description could be
distressing to the children who saw the advert. The other issues where that the statistics of the CO2, the representations of the CO2 as a black smog and the exaggeration of the strange weather and the flood in the UK were all misleading.
These are the codes that the advert has broken:
CAP Code (Edition 11) - 3.13.27.19.19.249.149.3
BCAP TV Code - 5.1.15.1.25.2.15.2.66.16.47.4.17.4.67.4.7
BCAP TV Scheduling Code - 4.2.3
ASA had acknowledged the fact that some of the complaints were based around the complainant’s children that it might make them upset. The ad has been given an ‘ex-kids’ restriction by the Clearcast meaning that the ad should not be shown any time that the kids might be watching the television on their own.
ASA had received complain of 2 towards the Department of Health t/a NHS in 2 June 2010.
Milda Kriuckova
The advert talks about the damage that alcohol makes to your body. In the advert we can see a middle age woman. She is shown as transparent so that we are able to see her organs and what binge drinking does to her body.
The issues with this advert were that the statement ‘you are three times more likely to get mouth cancer’ is exaggerated.
These are the codes that the advert has broken:
BCAP TV Code - 5.1.15.2.1
ASA didn’t take action to the complaint.
