Case study of existing advertising campaigns research the role and impact of- Advertising standards Authority and Ofcom.

1.What is the background of the ASA?
 the advertisements were controlled by legislation. This was the first time that advertisements – and the claims they made - were subject to any form of formal regulation

2. What is the role of the ASA in the regulation of advertisements?
      the ASA is the UK’s independent regulator of advertising across all media. There purpose is to make advertisements responsible and to make every UK ad a responsible ad. They do not focus on only a certain type of ad, they look at all types of ads. The ASA is funded by advertisers through an arm’s length arrangement that guarantees the ASA’s independence.

Collected by the Advertising Standards Board of Finance (Asbof) and the Broadcast Advertising Standards Board of Finance (Basbof), the cost of buying advertising space and the levy on some direct mail ensures the ASA is adequately funded to keep UK advertising standards high. They also receive a small income from charging for some seminars and premium industry advice services. They receive no Government funding and therefore their work is free to the tax payer.

3. What is the legal standing of the ASA in relation to Ofcom?
The ASA can make a formal decision to either keep an advert on air that people have complained about or can either say yes and agree with the viewers to get the advert of air. If an advert does not follow the regulations of ASA the advert can be taken down, and the producers of the advert will have to change it, so that it is suitable for viewers to watch. Ofcom still regulate TV and any media outlets, to protect the viewers in all areas. 

4. What are the procedures of the organisation.
to make a complaint, i will have to make sure the complaint is covered by the ASA. Then write and letter and submit it online or call them up directly. The ASA council will look at all the facts and then will make a formal chose. 

5. Food and Drinks 
http://www.cap.org.uk/Advertising-Codes/Non-Broadcast/CodeItem.aspx?cscid={CF74AF6A-6344-48B5-BC38-9407D822DCBC}

Rules are set for many reasons. Firstly it is to make sure that people watching it are not miss sold the product to think of it as something it is not. 

.When producing a confectionery advert their are many things to keep in mind. I can not say the my product has health benefits if it is not accompanied by a specific authorised health claim. 

.Also i am not allowed to encourage people to have a excessive amount of my product.   

. When it comes to children in an advert i have to abide my many rules. First of all i am not allowed to make my confectionery advert target solely just children, this is because it might encourage them in just eating my unhealthy product and not healthy things such as fruit and veg. Also i am not allowed to out my product on offer and thus making the children buy it just due to the promotion. They should want to buy it due to the actual product and not the promotion of it.   

.Also in regards to children, the ASA staes that "Advertisements must not portray or represent children in a sexual way." This is something that i have to think about due to the fact that when a child eats the flake in my advert, it may come acorss to some viewers in a sexual say, which is not what i want to happen. so to controll this i will have to re watch the advert back before airing it, and if i need to change the way the child eats the flake i will have to do so. 





This advert produced by Morrisons is trying to sell quarter pounders to the public. It shows a mum making up a burger for her daughter at 0:12 with all of the salad in it, and then we see the mum give the burger to her daughter and then at 0:19 we see the little girl take all of the salad out of the burger and just eat the meat.
This advert was ruled out by ASA due to the fact that it broke the rule of advertising unhealthy eating. So other children watching the advert might want to copy the girl in the advert thus not eating salad when having a burger. The advert is said to had condoned unhealthy eating  amongst children, which is not allowed in an advert.




This is an advert made by Kelloggs for their special K area. I is showing a women start her day with having a bowl of special K. At 0:10 the advert stats that the a bowl only contains 114 calories. Ir also insinuates that without having a bowl you will not feel good and will not be able to lose weight. The issue people had with this advert is the fact that is was saying that a bowl only contains 114 calories, nut people did not like the fact that they did not include the calories of the added milk, that people put into it, so before we buy the product we have a miss conceptions of the product and do not have a clear idea of the nutritional values. ASA made Kelloggs now include the calories of the added milk.




In this Red Bull advert it is based on the day Jesus was born and the 3 wise men. In the advert there is a 4th wise man who brings Mary a case of red bull, and he says that it gives you wings "where do you think the angles got theirs from". This advert was banned due to the fact that it was taking a religious moment, and making a joke from it.