Lesson 3 a


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Who regulates UK advertising?

The Advertising Standards Authority (ASA) is the self-regulatory organisation of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its code of advertising practice broadly reflects legislation in many instances.
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Lesson 2

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Regulating Adverts A dverts cannot make any claims that they like. The Advertising Standards Authority (ASA) has a code of practice. In pairs mindmap what you think might contravene this code. ‘Decent, honest and truthful’ The key codes according to the ASA: 2.1 All marketing communications should be legal, decent, honest and truthful. 6.1 Marketers should not exploit the credulity, lack of knowledge or inexperience of consumers. 7.1 No marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise.  Lesson objective To understand who regulates advertising To consider whether it’s done ‘effectively’ • Screenwipe 1 • shitverts 2012 • adverts 2011 • Adverts & Title Sequences • The Ten Biggest Cocks In Advertising Ever What techniques do advertisers use to persuade us to buy their products? Do you think these techniques are fair? Where do you think the ...
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Choose a recent case where a specific advert has received a complaint then answer the following

 Who is the case about? McDonalds  Who / how many complaints were received? 255 People  Which section of the code of practice has been breached (according to the complaint)? Inappropriate and insensitive.  Was the complaint upheld or not? No because after the complaints McDonalds made the decision to withdraw the ad so no further investigation was needed.  Why? What feedback did the ASA provide? "We carefully assessed the complaints to establish whether there were grounds to launch an investigation. However, McDonald’s took a prompt decision to withdraw the ad in response to consumer feedback and on that basis we decided an investigation was not needed."  Find the actual advert. Do you agree with the ASA’s decision? I agree with the decision of the ASA.
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