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‘Legal, decent, honest &
truthful’?
Love it or loathe it, there’s no getting away
from it: Advertising surrounds us all every day
Advertisers are continually looking for new
ways to engage & appeal to consumers
Sometimes their attempts to inform &
entertain misfire
All types of advertising should be honest &
truthful, not cause serious or widespread
offence & only make claims that can be
backed up by documentary evidence
A short guide to what we do
The Advertising Standards Authority regulates the
content of advertisements, sales promotions and
direct marketing in the UK
We make sure standards are kept high by applying the
advertising standards codes
We can stop misleading, harmful or offensive
advertising
How we do it
The ASA investigates complaints made about ads, sales
promotions or direct marketing. Anyone can
complain to us
We also monitor ads ourselves to spot problems
The advertising standards codes
The main principles of the advertising standards codes
are that adverts should not mislead, cause harm, or
offend
There are specific rules for certain products and
marketing techniques
These include rules for alcoholic drinks, health and
beauty, children, motoring, environmental claims,
gambling, direct marketing and prize promotions
Banned adverts
Banned adverts
Mars pulled a Snickers UK TV ad after US complaints that
it was offensive to gay people even though it was never
shown on TV in the US
The Advertising Standards Authority of the UK received
just two complaints and did not investigate the
commercial for a possible breach of the advertising
code
However, the ad caused a storm in the United States. The
Human Rights Campaign criticised Mars for
perpetuating "the notion that the gay, lesbian, bisexual
and transgender community is a group of second class
citizens and that violence against GLBT people is not
only acceptable, but humorous”
Mars said that the ad was meant to be "fun", and that it
never intended to cause offence
The role of the ASA
The Advertising Standards Authority was established in
1962 to monitor & regulate UK advertising
The ASA steps in when information in an ad appears to
be dishonest or misleading, or when the attempt to
entertain has gone too far & become offensive
The ASA code covers all mediums of advertising,
including banner ads, internet pop-ups, SMS adverts &
moving image posters as well as more traditional forms
When challenged, advertisers must prove their claims
are true. If they cannot prove it, they cannot claim it
Code of Advertising Practice
(CAP)
The main principles of the advertising standards
codes are that adverts should not mislead, cause
harm, or offend
Particular care should be taken to avoid causing
offence on the grounds of race, religion, sex,
sexual orientation or disability
There are specific rules for certain products and
marketing techniques. These include rules for
alcoholic drinks, health and beauty, children,
motoring, environmental claims, gambling, direct
marketing and prize promotions
CAP Guidelines
Detailed guidance is offered to advertisers about
what is acceptable, though the ASA claim they
review each advert in context according to its
medium, intended message & suitability for
target audience. Like TV programmes, adverts
may only be suitable for broadcast after the 9pm
watershed
Categories include: fear & distress, safety,
violence & anti-social behaviour, & comparisons
with competitors
ASA Aims
Protect consumers
Reflect the public
Be responsible
Keep competitive claims in check
Embrace new challenges posed by new media
forms
Advertising to children
On 1st July 2007 the Committee of Advertising Practice (CAP)
brought into force new rules for food and soft drink product
advertisements to children to help protect children’s health and
recognise and respond to public concern about rising levels of
childhood obesity.
In summary, the new rules state that advertisements for food or
soft drink products should not:
Condone or encourage poor nutritional habits or an unhealthy lifestyle
in children
Encourage excessive consumption of food or drink products
Use promotional offers in an irresponsible way
Use “high pressure” or “hard sell” techniques
Use licensed characters or celebrities popular with children if targeted
directly at pre-school or primary school children
Give a misleading impression of the nutritional health benefits of the
Advertising to children
The rules provide for fresh fruit or fresh vegetables
to be advertised using techniques restricted for other
food or drink products
The new rules protect all children (defined as
persons under 16)
In recognition of the Government’s concern to target
regulatory measures at primary school children, CAP
has placed tougher restrictions on food or drink
product ads that are directly targeted at primary
school or pre-school children through their content
The BCAP Television Advertising
Code
Food and soft drink advertising and children: Diet and lifestyle
Advertisements must avoid anything likely to encourage poor nutritional
habits or an unhealthy lifestyle in children. Notes:
(1) This rule does not preclude responsible advertising for any products
including those that should be eaten only in moderation.
(2) In particular, advertisements should not encourage excessive
consumption of any food or drink, frequent eating between meals or
eating immediately before going to bed.
(3) It is important to avoid encouraging or condoning attitudes associated
with poor diets, for example, a dislike of green vegetables.
(4) Portion sizes or quantities of food shown should be responsible and
relevant to the scene depicted, especially if children are involved. No
advertisement should suggest that a portion intended for more than one
person is to be consumed by a single individual or an adult’s portion, by a
small child.
(5) Advertisements for food should not suggest that an inactive or
sedentary lifestyle is preferable to physical activity.