Task 4 - Regulation of Advertisements DONE

Why is regulation important?

In advertising, regulation is important because it plays an essential part in modern life and a modern economy which is why all the information that is advertised has to be accurate and scientificly true to the public.

What is the purpose of the ASA/Ofcom?

Ofcom is known as the Office of Communications. This is the government-approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the UK.
Ofcom holds wide-ranging powers across the television, radio, telecoms and postal sectors. It is its duty to inform and protect public from what might be considered harmful or offensive material. With advertising, Ofcom will usually direct you to the ASA which regulates specific advertisements.

The ASA:

The ASA (Advertising Standards Authority) began 50 years ago and is responsible for advertising in all aspects of media such as newspapers, radio, magazines, television and also the Internet are truthful  and most importantly legal. An advertisement without these will be withdrawn. There are particular areas in which the ASA have to be concerned of. For instance:

- Magazines
- Newspapers
- Posters/buildboards
- TV channels
- Cinemas etc.

There are some sensitive areas at which the ASA specifically look into. Like food and drink advertising, especially for children. They look into this as they feel as though it could aid a health problem to young people.

Digital and online marketing is another source of advertising the ASA are concerned of. Their aim is to make sure whatever advertisement takes place is legal, decent honest and truthful which is why as a successful organisation, they prefer to work with agencies, advertisers and workers rather than against them.

The two questions the ASA ask in a particular advert:

The ASA understand that when dealing with advertising , they have to deal with the two main problems that could easily arise. For this reason they ask questions such as,

1) is the advert inaccurate or misleading?
2) May it cause an offense to people seeing it, or could it cause harm to anyone especially to children?

How can you complain?

- If the consumer feels as though the product / service has been unfairly run.
- If the person personally thinks there is an issue with a particular advertisement.
- Have difficulties with receiving any goods or purchased items from the firm.

These complaints can be made by sending them by post, text, email or fax. Complaints may be because there may be an issue with the company's website or social network site.

Products with their specific rules:
There are specific products which have their specific rules based on advertising and these are:

-Drugs
- Alcohol
- Gambling
- Health and beauty products
- Tobacco
These products all lay under Advertising codes which require how it is suitable to advertise to consumer.

Code rules:
- Harm and offence
- Environmental claims
- Racism
- Children advertising
- Scheduling ads at an appropriate time
- Displaying ads in appropriate places
- Misleading claims