Pr4 task 2 regulation and its impact on content
- 1. KieranJackson BTEC ExtendedDiplomainCreativeMedia:Unit45 Commercial ProductionforRadio PR4 Task 2: Regulation& its Impact on Content The Advertising Standards Authority (ASA). The UKs main advertisement company, Our work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements. They have the power to ban adverts if they broke the rules. This company is the most unknown regulatory bodies in the media industy this is because there is so many different companies put in place to stop any ethical and issues being broken in the media. They follow some rules which shouldn’t be on any adverts and TV : No nudity No smoking on TV No sexism No homophobic content ( this means comments towards the LGBT) No racism No intended offensive content No should be shown drinking alone The UKs independentregulatorforadvertisingacrossall media,the workincludesactingon complaintsandproactivelycheckingthe mediatotake actionagainstmisleading,harmful or offensive advertisements,eachyearthe ASA receives30,000 complaintstowards20,000 advertisements,The ASA worksunderacontract from Ofcom. Theyregulate andgetthe rulesfromthe Ofcom. The UK Advertisingcodesare writtenbytwoindustrycommittee,the committee of AdvertisingPractice writesthe UKCode of Non-broadcastAdvertising,Salespromotionand Directmarketingandthe broadcast Committee forAdvertingpractice ( BCAP) writesthe UK code for broadcastingAdvertising, The systemissignof a considerable commitmentbythe advertisingindustrytoupholdstandardstheirprofession,Allpartsof the advertising industryAdvertisers,Agenciesandmediahave come togethertocommitto beinglegal, decent,honestandtruthful intheirAdvertisements
- 2. KieranJackson BTEC ExtendedDiplomainCreativeMedia:Unit45 Commercial ProductionforRadio The UK AdvertisingCodeslaydownrulesfor advertisers,agenciesandmediaownersto follow.Theyinclude general rulesthatstate advertisingmustbe responsible,mustnot mislead,oroffendandspecificrulesthatcoveradvertisingtochildrenandadsforspecific sectorslike alcohol,gambling, motoring,healthandfinancial products. Alcohol- social responsiblyfordrinkingalcohol,the rulesof contentandthe drinking underage 18-year-old. Motoring- social responsiblyforthe use andrulesof motorcars and the lawsbehindit Employment,homeworkschemesand businessopportunities- Rulesthatrequire clarityof the nature of employmentandbusinessopportunities,includingdisplayof earningsandany commitmentsrequiredfromconsumers. Compliance- thiscode isrelatingto social responsibly, legality andfairness Recognitionof marketingcommunications- thiscode makesmaterial clear. Misleadingadvertising- he worduse of Free,needstomeetrequirements. Harm and offence- The rulesensure thatadvertisementsdon’t cause anyharmor widespreadharm. Privacy- the codesstate no membersof the publicshouldhave theirprivacytemperedwith and the royal family. Political advertisements- of whenthe Code appliestopolitical advertisements. Environmental claims- rulesaboutmakingthe world“green”claimsforproductor services. Medicines,medical devices,health-relatedproductsandbeauty products- codesmean highservicesforhealthreasonsandhealthproduct. Weightcontrol and slimming- Rulesforadsfor weightcontrol,slimmingfoodstuffsand aids,includingexercise;diets,clinicsandmedicines.
- 3. KieranJackson BTEC ExtendedDiplomainCreativeMedia:Unit45 Commercial ProductionforRadio CAPis usedforadvice andtraining,Advertsgoingthroughthistokeeptheirbrandfrombeing damagedfromgettingcompany’sadvertisementsbeingbannedbyAdvertisingstandardsauthority. It offeredawide range of advice servicesforpeople. Onthe websiteyoucandownloadtrainingand advice packs.Theyalsohave rate cards, the pricescan go up to £200 to £400 forcertaintrainingand events. Advertisersmakingacompliantaboutanotheradvertiserwill be requiredtoprovideevidence that theyhave triedandthe competitorisaware totake onthe complaint.Whenmakingacomplaint there are five mainstepstofollowputinplace bythe ASA forpeople tofollow whentheyneedto make a compliant. 1. A competitorwhowantto make a formal complaintshouldinformtheirconcernswithan advertiser,ideallybyregisteredpost,the complaintmustprovide anappropriate degree of detail inrelationtothe claima mediuminwhichitappeared,togetherwiththe factual basis for the complaint. 2. The complaintshould,ordinarily,be signedorauthorisedbyasuitablyauthorisedsenior officerof the competitorcomplainant(e.g.CEO,Legal,MarketingorRegulatoryDirector), whotakesresponsibilityforthe accuracy of its content,andshouldbe addressedtoasenior officerorotherappropriate contactof the advertiser. 3. If the complaintisaboutan on-line marketingcommunication,the competitorwho complainsshouldobtainascreenshotof the page or pagesthat relate tothe complaintor otherwise secure acachedcopyof the website. 4. The competitorcomplainantshouldallow five workingdaysfora substantive response.If, at the endof thisperiod,the advertiserhasnotopenedasubstantive dialogue orthe parties cannot reachan agreement,the complainant maythensubmitacomplainttous. 5. The last step that people must follow after completing the following a copy of registered letter listing out the concerns, after sent the ASA would have a response in the next 24 hours. An example of acompliment whichwassubmittedontothe ASA websitewastowardsa fitnessproduct,rulingonBIOEnergiserLtd,the AdvertisementStated“Are mobilityissues preventingyoufromlivinglifetothe full?Itdoesn’thave tobe that way!Enjoyeffortless exercise,bettercirculationandgreatermobilitywiththisall-new CirculationLegExerciser” the advertisementsaiditrelievesthe achesandstrainsinsore legsand feet.The issue which was raisedwasthat the productfor the legexerciserwere misleadingandcouldbe substantiated.Anactionwasputinplace from ASA The ad must notappearagain inits
- 4. KieranJackson BTEC ExtendedDiplomainCreativeMedia:Unit45 Commercial ProductionforRadio currentform.We toldBioEnergiserLtd notto make any claimsforLeg exerciser unlessthey heldadequate documentaryevidencetosubstantiate them.