Associated Resources
- Advertising and Regulation Industry Key Points 2011.doc
Key Points
Advertising in the UK is regulated by the ASA (Advertising Standards Authority).
- TV Advertising
- Radio
- Newspapers
- Leaflets
- Billboards/Posters
- Internet
- Magazines
Ofcom regulate Television and Radio (Broadcast Media).
Cinema Advertising is regulated by BBFC (British Board of Film Classification).
Adverts in draft form (rough cuts, designs) are sent to Clearcast for approval.
ASA Codes of Practice that advertisers have to abide by. Basic mantra: “All adverts have to be legal, honest and truthful”.
The ASA will only investigate when the public complain (complainant).
Codes of Practice are extensive (CAP Code) and are a mixture of regulations and self regulation (the Advertising Industry regulates itself).
Powers of the ASA: Tell advertiser to withdraw the commercial, advertisers can be fined or prosecuted (rare).
Banned adverts often create extra publicity, the public are more desensitised. Moves in the UK are towards de-regulation.
