Regulation of television adverts is important. Advertising is an essential part of modern life and a modern economy - informing consumers about the things available to them, giving them vital information and persuading them in a lively way about the merits f particular prodcts and services. But it is very important that this information is accurate and does not mislead, and can be trusted by the consumers who see it or hear it. Ofcom is the government approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the United Kingdom. Ofcom has wide ranging powers across the television, radio, telecoms and postal sectors. It has a statutory duty to represent the interests of consumers by promoting competition and protecting the public from what may be harmful or offensive material. Some of the main areas of Ofcom presides over are licensing, research, codes and policies, complaints, protecting the radio from spectrum abuse and competition. The ASA ensures that advertising can be trusted. The ASA started 50 years ago, and its job is to ensure that advertising in all forms of media- from newspapers, magazines, television and the internet - is legal, decent, honest and truthful. If an advert fails those tests, them the advertsing is either amended or withdrawn. The ASA covers advertisements in things like internet, posters, direct mail, cinema, magazines, leaflets, competitions and many more. The ASA does not cover packaging, shop windows, press releases, online editorial, sponsorship and more. In 1965, cigarette advertising was banned on television, and in 195, new rules for other types of cigarette advertising was introduced, along with pre-vetting. In 2003, the tobacco advertising and promotion act 2002 came into force, prohibiting the advertising and promotion of tobacco products. It does not, however, cover ads for rolling papers or filters.
The roles of OFCOM is to make sure that television, radio, telecom and postal sector are providing the public with information that is not offensive to the audience. Some of the thing that OFCOM looks over are; licensing, codes and policies, complaints, research, competition, and protecting the radio spectrum's from abuse. When dealing with advertising the OFCOM will normally direct a person the the ASA. If there are enough complaint about one particular advert they are entitled to remove the advert even though this is not there job.
The ASA are the 'Advertising Standards Authority' and are there to ensure that advertising can be trusted. The job of the ASA is to ensure that all forms of media including, television, radio and internet is legal and truthful for everybody to look at. If an advertisement fails their test, then it is withdrawn. As well as continuously checking adverts that appear in the UK and are checked by the ASA, they also act on complaints that a consumer has made. Even a single complaint can lead to an investigation to withdraw an advertisement. They also make sure that all of these adverts shown are totally appropriate for young ages watching, the elderly watching, and lastly, making sure they are not sexist and offends people of the opposite sex. They cover; magazines and newspapers, radio and TV, television shopping channels, posters, cinemas, direct mail, internet, leaflets and brochures, commercial emails and mobile messages, CD, DVD, videos and faxes and sales promotions. They do not cover; sponsorship's, packaging, shop windows, telephone calls, fly-posting, private classified ads, statutory/public notices, press releases, political ads and online editorial.
Products like alcohol, food and soft drinks, health and beauty items and tobacco have specific, individual rules that apply to them. There are also rules that apply to things such as environmental claims, racism, children and advertising, displaying ads in appropriate places etc. They have to make sure and take special care to ensure that these advertisements are the adverts that are allowed on television and are watched by everyone. This also means that they have to make sure they are not committing any crimes such as racism or environmental claims.
The ASA decides whether or not an advertisement is appropriate by using the advertising code. This code contains a wide variety of rules designed to make sure that no adverts are misleading, harmful, offensive, and is socially responsible. This does not matter what the product being advertised is. The codes reflect laws that are in place to make sure that none of these offences take place. It contains specific rules for certain products.
The ASA intervention has changed tobacco advertising as in 1965, cigarette advertising was banned on television due to the fact that it was misleading, but cigars and loose tobacco could still be advertised on television on the early 1990's. In 1975, new rules for other types of cigarettes adverts were made, and in 2003, the tobacco advertising and promotional act of 2002 was pronounced for the prohibiting of tobacco advertising on television. However this does not covers advertising for rolling paper and filters.
There are some adverts that are still being able to be seen but these adverts are banned for breaking the rules of the ASA and these adverts are just a few of the thousand that have had to go through this test;
- This advert is from the vegetarian society, the advert show clips of fruit and vegetables. This may not sound inappropriate but it uses sexual imagery as an innuendo. People said that this was a 'gross' advert as it unsuitable for viewing of children and was very explicit.
- This advert is a pot noodle advert, this is considered rude to women as it tries to demonstrate that all women are sexual. They had many complaints from women saying that it was exploiting women and their right to being treated as more than just sex objects. It is very sexist.
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