this powerpoint explains the rules and regulations in adverts. made for BTEC media.

1. Advertising
Regulations
ASA and Ofcom.

2. ASA
The ASA is a company that regulate the
adverts in the media industry. The regulate
over adverts on print, along with the
internet. They only take care of complaints
and issues revolving around adverts. Their
purpose is to make advertisements
responsible and be sure that every UK ad is
appropriate.

3. Why are ASA important?
ASA is important because responsible
adverts are better for people, society
and advertisers. This would mean that
people are a lot safer from the
influence of things such as drugs,
gambling and violence.

4. Why do adverts needs to be
regulated?
Adverts need to be regulated so that every
can be safer on the media both online and
printed. By making sure that adverts are
safe for the public with less influence for
things of a more violent nature. This way
younger members of the audience would be
a lot safer from the exposure of drugs,
alcohol and potential sex.

5. What is Ofcom?
Ofcom is a communication
regular that deals with all the
forms of media such as
television, radio, the internet,
mobile phones and postal
services.

6. Why are Ofcom Important?
Ofcom is funded by the fees from industry
for regulating broadcasting and
communications networks, and grant-in-aid
from the government.
Ofcom operate under many acts of
Parliament, one of which is the
Communications act 2003. This act means
that Ofcom’s principle duty is to keep the
interest of citizens and consumers, where
appropriate by promotion competition.

7. What is the difference between
Ofcom and ASA?
ASA is a company that mainly focus’ on the
issues and complaints of the people to do with
advertisements and are there to help make sure
that adverts are safe for the public. Compared to
Ofcom which does something similar however
they only deal with the issues of a larger range,
of which includes television, radio and the
internet.
The two companies both deal with the issues on
media and are there to make sure that it is safe
for everyone and prevent anyone from being
harmed, offended or negatively influenced.

8. What are the BCAP codes?
The BCAP codes are the main rules and
codes that ASA follow when regulating the
advertisements. They use the codes to
decide if an advert needs to be taken off air
or to be changed to make it safer.

9. How are the BCAP codes used?
The codes are used based on categories.
For example if there was an advert that was
promoting food or drink, the company that is
making the advert will have to check the
category rules for food and drink, one of
which is that the advert must not contain
claims that the audience will suffer if they do
not have this food. If any of the codes are
broken on any advert then it must either be
taken down or changed so that the codes
are met.

10. Recent adverts that have been
taken down.
O Forever Living products were tested after
misleading adverts. Breaching codes
15.1, 15.1.1, 15.2, 15.6.6, 15.7.
O A company had an advert that was
misleading also, and many people
complained if it was even a proper advert.
It breached codes, 3.1, 3.3.8, 3.7.

11. Forever Living Products
O Code 15.1 =Marketing communications that contain nutrition or
health claims must be supported by documentary evidence to show
they meet the conditions of use associated with the relevant claim,
as specified in the EU Register. Claims must be presented clearly
and without exaggeration. The company had breached this code by
showing false information on the product and did not give it
appropriate evidence.
O Code 15.1.1 = Only nutrition claims listed in the updated Annex
of the EU Regulation (as reproduced in the EU Register) may be
used in marketing communications. This means that the company
gave false information about the product that had not been regulate
by the officials.
O Code 15.2 = References to general benefits of a nutrient or food
for overall good health or health-related well-being are acceptable
only if accompanied by a specific authorized health claim. This
means that Forever Living had not given the information with
authorized claims and so could be seen as false.
O Code 15.6.6 = Health claims that refer to a rate or amount of
weight loss. This means that they are not allowed to give amounts
of how much people will lose with the product, and so that the
business had given information that they shouldn’t of.

12. Forever Living Products
(Cont.)
O Code 15.7 = Nutrition and health claims for food
supplements must be permitted or authorized as provided for at
rule 15.1.1 above. Marketing communications that contain
nutrition or health claims must be supported by documentary
evidence to show they meet the conditions of use associated
with the relevant claim as specified in the EU Register. This
means that Forever Living Products have not given any
supported evidence for what they claim about their products,
therefore giving false information and a false advertisement.