Case study of existing advertising campaigns researching the role and impact of - advertising standards authority (ASA) and ofcom

What is the background of the ASA?

"The Advertising Standards Authority is the UK’s independent regulator of advertising across all media. We apply the Advertising Codes, which are written by the Committees of Advertising Practice. Our work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements." - ASA

What is the role of the ASA in the relation of advertisements

ASA regulate a number of adverts here is a list from the ASA website telling you what type of advertising they regulate

• "Magazine and newspaper advertisements 
• Radio and TV commercials (not programmes or programme sponsorship) 
• Television Shopping Channels 
• Advertisements on the Internet, including:
  • banner and display ads
  • paid-for (sponsored) search
  • Marketing on companies’ own websites and in other space they control like social networking sites Twitter and Facebook 
• Commercial e-mail and SMS text message ads
• Posters on legitimate poster sites (not fly posters)
• Leaflets and brochures 
• Cinema commercials 
• Advertising within smartphone and tablet apps
• Direct mail (advertising sent through the post and addressed to you personally) 
• Door drops and circulars (advertising posted through the letter box without your name on) 
• Ads on CD ROMs, DVD and video, and faxes
• Sales promotions, such as special offers, prize draws and competitions wherever they appear."

ASA is not funded by the government because they don't want to work on the public tax money 

"Collected by the Advertising Standards Board of Finance (Asbof) and the Broadcast Advertising Standards Board of Finance (Basbof), the 0.1% levy on the cost of buying advertising space and the 0.2% levy on some direct mail ensures the ASA is adequately funded to keep UK advertising standards high. We also receive a small income from charging for some seminars and premium industry advice services."

 What is the legal standing of the ASA in relation to ofcom?

"Our primary sanction is to have advertisements that we judge to be in breach of the Codes withdrawn and prevent them from appearing again. In the vast majority of cases advertisers agree to withdraw their ads following an upheld ASA ruling." 
This means that The ASA have to look at adverts being complained about and they have the right to stop the broadcasters from showing the advert to the audience and the people who made the advert have to face huge consensuses.

This advert git banned because it about 2 children doing something nice for there parents however the parents were sexual active and the children saw it happen. This advert for claims on being to sexual and appealing to a child because it was animated because of the rudeness and the way the advert was created the advert was then removed.



This advert was banned simply because they were making fun out of adverts made with in charity. This advert is more smiler to the nspcc adverts when the children are asking for help also this advert was banned because of the words that were used and what context they used them in people may take them the wrong way and therefore cause arguments and simply the adverts was not right for the audience




This advert was banned because of the story line. The first thing that got the advert banned was that the advert was filmed around a couple giving birth and was not right to be shown on a advert even if it was fake. The second reason was when they showed the skittle flow out and what the doctors were saying to the people. And the most important reason is the advert is promoting cheating and all Americans are like "peanut butter" for the summer tan




This advert was banned because it was all false advertisement. The reason for is was they said their drink is better for hydration than water when in fact there drink would make you want more and make your mouth dry and someone who drinks the product i can say that the product is there to make people buy more because they get thrust quicker and that it taste nice. during the video there was 2 test done one 2 people both were fake because the product won and they say its all natural when that is not true.