Pr10 asa tasksheet
Download as DOCX, PDF0 likes210 views
The document discusses UK advertising regulation and the roles of various organizations in enforcing advertising codes and standards. It addresses the following key points: 1) The Advertising Standards Authority (ASA) regulates advertising across all UK media, enforcing codes written by the Committees of Advertising Practice. It handles complaints and takes action against misleading, harmful, or offensive ads. 2) The Committees of Advertising Practice (CAP) and Broadcast Committee of Advertising Practice (BCAP) write the non-broadcasting and broadcasting codes that the ASA enforces. 3) Advertisers can contact the ASA or CAP for advice and training on complying with advertising codes to avoid enforcement actions against non-compliant ads
Pr10 asa tasksheet
- 1. BTEC ExtendedDiplomainCreativeMedia:Unit 45 Commercial ProductionforRadio PR10: Regulation&ItsImpact onContent Answerthe followinganduse youranswerstoconstructa secondarticle onregulation,with images/logos of all organisations toillustrate yourarticle. Anyadvertisementhastoabide bya code of advertising andworkwiththe AdvertisingStandards Authority. Followthinktothe ASA website https://www.asa.org.uk/ Clickon ‘ABOUTASA’ 1. Describe whatthe ASA isand whatit does The ASA (AdvertisingStandardsAuthority) isa UK Independentregulatorof advertingacrossall formsof the mediaindustry.Theyhave strictguidelinesandcodeswhichare writtenbythe committeesof advertisingpractice.Theirworkincludestakingactionagainstcomplaintsand proactivelychecking the mediatotake actionagainstany misleading,harmfuloroffensiveadverts. The ASA isa non-statuary organisationand therefore cannotinterpretorenforce legislation, howeverit’sadvertisingpractise broadlyreflects legalisation inmanyinstances. Itisa non- governmental organisationtherefore the governmentcannotcontrol the advertisingindustryand use it forpropagandauses,butthe ASA isfundedbya levyonthe advertisingindustry.Nomarketing communicationshouldbe mislead,orbe likelytomisleadorinaccuracy,ambiguity,exaggeration, omissionorotherwise. The ASA isthe one of the onlyadvertisingregulators,if notthe only advertisingregulatorwithinthe UnitedKingdom. 2. Nowscroll downand clickon‘AboutRegulation’.Whichorganisationregulatesthe ASA undera contract? As the ASA are the UnitedKingdom’sadvertisingregulatoracrossthe mediaindustry,theirwork includesactingoncomplaintsandcheckingthe mediawhethertotake actionagainstadsthat violate theirtermsand conditions.The ASA carriesoutmanyregulatingactivitiestomake sure advertising stayswithinthe rules,forexamplethe ASA activelychecksadsinadsinall mediacategoriesand conductssurveysof advertisementspublishedbysectorswhere there iseitherunsatisfactory compliance withtheirbroadcastingcodesorwhere concernsare made aboutthat sector.ASA works togetherwithCAP(Committee of AdvertisingPractice)theyworktosupportthe industryandto make sure that ads are rightbefore theyare published,like forexample,providingguidance,pre- publicationadvice andtrainingforthe industry. Withmillionsof advertsthataren’tbroadcasted
- 2. BTEC ExtendedDiplomainCreativeMedia:Unit 45 Commercial ProductionforRadio each yearwithinthe UKso it wouldbe impossible forthemtopre-cleareveryadvert,thoughwith helpfromCAPwiththeirAdvice andTraining,lotsof advice andguidance isavailable 3. Whichindustrycommitteeswritethe codeswhichare followedbythe ASA? The committee thatwritesthe non-broadcastingcode are the CAP(Committee of Advertising Practice) as a formof to be enforcedbythe ASA whocan take stepstoremove or have amendedany ads that breachthese rulesof conduct. Asfor the broadcastingcodes,the committee thatwrites themare the BCAPwhoare the Broadcast Committee of AdvertisingPractise,bothCAPandBCAP are independentlyadministeredbythe AdvertisingStandardsAuthority(ASA). Thesethree organisationsworktogethertoprovide asafe andreliable adspace forall advertisements broadcastedwithinthe UnitedKingdom 4. Clickon the link ‘Industry’then‘UKCode of Broadcastadvertising’.Read throughthe code and listthe points,withaBREIF summary From the picturesabove,youcansee the broadcastingcodespresentedbythe BCAP(Broadcast Committee of Advertising whichare setinplace tostop advertisersoffendingorcausingharmto any listeners. These guidelinesare necessaryforadvertisersasif theywere notinplace thenthe advertisercoulduse misleadingandoffendingcontenttotryand promote theirproduct.There are too manycodesto mentionbutthese codesstandoutthe most.For example,withgamblingthey ask the advertisersnottoportray,condone or encourage gamblingbehaviourthatisseenas socially irresponsible orwhichcouldleadtofinancial,socialoremotional harm, theyshouldalsonotsuggest
- 3. BTEC ExtendedDiplomainCreativeMedia:Unit 45 Commercial ProductionforRadio peerpressure intogambling,withthisspecificcode theyhave rulesthataimedatall advertisements thentheyhave a subsectionthatisspecificallyaimedatgamblingadvertisementswhichisagood optionas theyare able to grouprulesunderone code.Thisis notthe case withothercodesas some justhave rulesthat are just groupedasone,like harmand offense forexampleastheyhave one code whichisfollowedby12 rulesthatexplainwhatadvertiserscanandcannot do.For example withHarm and Offense there isarule thatsays “TelevisionOnly –Animalsmustnotbe harmedor distressedasaresultof the productionof anadvertisement” whichissayingif ananimal isharmed duringany stage of productionof an advertthenthe ASA can take actionagainstthe advertas it has brokenthe UK Codesof Broadcast Advertising.The codesof advertisingare keptupto date on a regularbasis. 5. Clickon howto complywiththe codesandbrieflysummarisehow anadvertisercanuse ASA to helpthemcomplywiththe code There are manywaysus as the viewerandadvertiserscancomplywiththe broadcastingcodes,for example of the easiestwaysistophone inand talkto one of the advisersatCAP (Between9AMand 5:30 PM) it’ssimple andeasyto do whetheryouwanttocomplainaboutan advertisementorif they justwant general knowledgeonacertaincode/rule. There are alsotrainingandeventsthatoffera great range of trainingand eventstohelpyougetto gripswiththe advertisingrules,thisiswhere you’re a beginneroranexperiencepractitioner.Thisincludesthe ASA Agencygraduate training seminarswhichtake place everyOctoberforgraduatesfromadvertisingagencies,itisanexcellent opportunity forgraduatestogainan understandingof the advertisingregulationsystemissetup and howit issupportedbythe advertisingindustry.AsCAP’scommitmenttoincrease the advice and trainingtoeverybusiness,theyhave introducedonline training,givingthe opportunitytofindout howto complywithparticularsectionsof the code fromthe comfort of your ownhome or desk,this systemisa workin progresswhichiscurrentlynotfinishedsodon’texpecttosee all modules finishedandofferedout. 6. Clickon the section‘make acomplaint’andsummarise whathappenedif acomplaintis made (tohelpwiththisclickon rulingsand non-compliantadvertiser,witha‘naughty’listof those that are currentlynotcomplyingwithcode…interestingreading!) There are manywaysthat a listenercanmake a complaint to the ASA,firstlyyouwanttomake sure on whatthe ASA coverand if theycan act upon yourcomplaint,if youare unsure youcan call upto discussthe complaint. If youfail tomeetthe demandsof ASA withyouradvertisement,thenASA will take action againstyouradvertisementandstopitfrombeing broadcasted.Onthe website youare able to viewNon-compliantadvertisersandwhytheiradvertisementwastakendown.The Non- compliantlistingswillremainonthe websiteuntil theyhave appropriatelyamendedtheirmarketing inline withthe advertisingcode,atwhichpointtheywill be removed. If the advertiserwouldlike helpor advice aboutadvertisingthentheycanvisitCAP’sadvice Website.