The Advertising Standard Agency (ASA).

The Advertising Standards Authority, or 'ASA' is an independant British self-regulating organisation directly attached to the advertising industry. The ASA is a non-statutory organisation, and as a result cannot interpret or enforce legislation. For non-advertising industry material, it is OFCOM that overseas that the content of this material is kept to an acceptable standard.
In a nutshell, the ASA aims to be a 'one-stop-shop' for advertising regulation, and to make sure that all advertising in the UK is Legal, decent and truthful.

To help make it clearer exactly what the ASA defines as acceptable an unacceptable, 'Codes of Conduct' have been produced.
The advertising codes are the responsibility of two industry Committees of Advertising Practice - CAP (Broadcast) and CAP (Non-broadcast) and are independently administered by the Advertising Standards Authority (ASA). CAP (broadcast) as the name implies, focuses on forms of advertising that are delivered as broadcast media - such as television. CAP (Non-broadcast) focuses on advertisements that are found in (for example) magazines, newspapers and billboards.
Interestingly the film and cinema industry has to follow the CAP (Non-Broadcast) codes. As it is not considered a form of Broadcasts advertising.


Taste and Decency
There are over 30 Miliion advertisments produced every year. As a result of this staggering statistic, it isn't very suprising that advert producers often turn to controversial or shocking subject matter in an attempt to make there adverts stand out from the rest. This can often result in consumers becoming upset or offended at many of these adverts.

The Advertising code states that advertisments should contain nothing that is likely to cause the end consumer serious or widespread offence.
The codes also require that special care is also taken to avoid causing offence on the grounds of race, religion , sex, sexual orientation or disability.
When the ASA Council decides whether an advert complies with the codes, it will judge on the context, audience,medium,product and prevailing standards of decency.

It is important to note that there is a difference between 'distasteful' and 'offensive'. The ASA will allow 'distasteful' adverts, which will not be considered offensive by the majority of its viewers. This is because the ASA has to balance the advertisers rights of 'freedom of expression' and the level of potential offence caused. The ASA also has to take into account the rights of those viewers not offended by the advert to see it.

An objection to a particular product or service, is not sufficient grounds for an objection/complaint to an advertisment for it. Such a complaint would be handled by the Office of Fair Trading .

Social Responsibility

The ASA's codes require that all advertisments, regardless of medium, be prepared/produced with a sense of responsibility to consumers and society. Examples of this are;

The use of really shocking images that could cause undue fear and/or distress.

The depiction of scenes that could encourage people in irresponsible or unsafe way.

The advertising of products, or their consumption, in ways that can be harmful to health.

Advertising to children that could make them feel inferior, or result in their physical, mental or moral harm.
* The issue of children, regarding the advertising industry is very important indeed, and as a result the ASA has codes of conduct and guidelines especially for them - I will cover this topic more indepth, later on in this Blog...

Advertisments from automobile manufacturers can often give rise to complaints, when the car/bike in question 's top speed (which can easily be over double the maximum top-speed in the UK), is used as a main selling point - this is a good example of social responsibilty and the advertising industry.
In this case the ASA's codes of conduct, actually stipulate that the predominant message of these type of adverts should not be speed.

Children.
The use of children in adverts, and the effects that adverts have on them, as I mentioned earlier in this blog are very sensitive issues within the advertising industry. The advertising standard 'codes of conduct' lay down some very strict rules regarding this matter.
Some common issues regarding this issue are;

*Making children desire things they cannot afford or would not be able to use.
*Encouraging children to 'pester' their parents for the advertised product.
*Showing children in unsafe or dangerous situations that other children might emulate.
*Making children feel inferior, esp. if they don't obtain the products or services featured in the advert.
*Showing children in a sexual way.
*Advertising soft drinks and high fat/sugar food to children.

The CAP (Non-Broadcast) codes can be found HERE.
The CAP (Broadcast) codes are split into two main sections; radio and television.
The CAP (broadcast):Radio codes can be found HERE. Television codes can be found HERE.