LO1 KTA4 - Notes & ASA Research

Advertising Standards Authority (ASA) - A non-statutory (No power to prosecute) body but provides a code of practice for advertising.

Adverts

- Adverts should not cause offence.
- Adverts should not glorify alcohol, sexual activity, drug taking.
- Adverts should not cause harm to children.
- Adverts should not be misleading.
- Adverts should not give false information about what they are selling/promoting or exaggerate claims made.

ASA covers broadcast media (TV, web, radio, film trailers) and print media (Magazines, newspaper, direct marketing).

Banned Adverts

Ihr Optiker (German optician)

http://www.buzzfeed.com/copyranter/the-definitive-list-of-funniest-banned-commercials

- Promotes sexual activity. Not suitable for younger audiences, misleading sexual content, maybe offensive to some women. 

Natile Portman Dior Advert

http://www.mccgp.co.uk/marketing-news/public-relations/misleading-natalie-portman-dior-ad-banned/3258/

- The eye lashes are photoshopped. False advertising/exaggeration of the product. Misleading to consumer advert. 

Russian Tampon Commercial

http://www.youtube.com/watch?v=6mUG29hPS4Y

- Has overused gore, inapropriate content.