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businesscafé All in the Worst Possible Taste? Adverts. They’re everywhere. 30 million of them produced each year in the UK alone. With so many being produced, adverts need to contain something that is going to make them stand out from the rest and attract your attention. But how far should advertisers go? Category: Strategy: Social Responsibility i This article considers some of the social and ethical issues raised by regulation of shocking advertising campaigns is the most effective means at its disposal: attention grabbing images placed as adverts in newspaper and subsequent interviews and debate in the media. Two of the Barnardos images are shown below: The ruling against children charity Barnardos in December 2003 for a series of shocking adverts featuring babies highlights the rules businesses must follow regarding taste and decency in advertising. Self Regulation To attract attention and to help get a message across, images and language used in adverts can be shocking and controversial. Some people find adverts offensive – they can feel angry, upset, hurt or embarrassed. When this happens – many complain to the Advertising Standards Agency (“ASA”). The ASA is the regulator of non-broadcast advertisements, sales promotions and direct marketing in the UK. It administers the “British Code of Advertising, Sales Promotion and Direct Marketing” (The CAP Code) to ensure that advertisements are legal, decent, Following the ASA’s decision to ban the poster honest and truthful. campaign, Barnardos responded by saying: Every year the ASA receives approximately one quarter of its complaints from people who are offended by adverts for a variety of reasons. But should it always act to ban advertising campaigns, or fine guilty businesses? While some people find certain types of advertising inappropriate and think it should not be shown, others don’t like being told by others what they can and can’t see. Shock Tactics In recent years, several companies have become renowned for using shocking advertising. They spend relatively little on making and placing the advertisements but then gain massive exposure from the significant press coverage of the adverts. Regulation of these tactics is often too late – the damage is done as soon as the publicity is created. So now the ASA insists that previous offending businesses clear their adverts with them before they go on display. In fact, many advertisers now do this – to make sure that their campaigns will pass the test. Barnardos in the Dock Barnardos – a well-respected charity – wanted to draw attention to the high level of childhood poverty in the UK. It sought to do this through what it considered $ Sources used in this article: © Tutor2u Limited 2003 As Britain’s largest children’s charity we do not use powerful images lightly. However we have a duty to act as a voice for the most vulnerable children and young people in this country. While Barnardo’s appreciates that some people find the images shocking we have also received significant support from the public and media alike. Before our advertising campaign child poverty had not captured the public’s attention. We have done more interviews on the issue in the last two days, since the launch of the campaign, than we have in the past two years. ASA CAP CODE Marketing communications should contain nothing that is likely to cause serious or widespread offence Particular care should be taken to avoid causing offence on the grounds of race, religion, sex, sexual orientation or disability. Compliance with the Code will be judged on the context, medium, audience, product and prevailing standards of decency Marketers are urged to consider public sensitivities before using potentially offensive material. The fact that a particular product is offensive to some people is not sufficient grounds for objecting to a marketing communication for it. Barnardos Press Statement and web site; Advertising Standards Authority web site G Download this and other articles at www.tutor2u.net/cafe