AS1:Task 5: Regulation in Advertising.

Why is it important? 

Advertising is important to companies to promote their schemes or products. In 2011 alone, companies, charities and the government spent £16 million on advertisement, which just shows how big the advertisement industry is. Regulation ensures that the advertisement is suitable, accurate and not misleading as to what you're going to receive (or give if charity) from the company. Without regulation, information given may either miss out aspects or not be accurate at all.

OFcom/ASA

The Office Of Communications is the government approved regulatory organisation that take authority in broadcasting, telecommunication and postal industries in the UK. They have most of the power in advertising as they have the duty to represent the interests of the consumers and citizens by protecting the public from what could be offensive, like a filter, but also to present the idea of competition. Some of the main areas of OFcom are codes and policies, competition, licensing research and ensuring that the radio spectrum is clear of abuse.
The ASA are connected in advertisement. Ensuring that the advertisement can be trusted for over 50 years now is where the Advertising Standards Authority come in. They're in control of all forms of media, this including: newspapers magazines, billboards, radio and the internet. By monitoring these they can be sure it is legal, decent and honest advertising, and if they fail to conform to these terms the advert is either changed or taken down. However, they do not control sponsorship, phone calls, press releases or shop windows amongst many other things.

Some products are put under specific rules when advertised as to how they can be shown to the consumer, including alcohol, gambling. food and drink, health and beauty products and tobacco. For example, adverts for alcohol always have the 'drink responsibly' disclaimer at somewhere in view as directed by monitoring industry. There are also rules against the obvious offensive concepts such as racism, misleading claims and misuse of children in advertising.

The ASA are also obliged to accept complaints made on advertising and have to run an investigation yo check the decency of the ad. In 2011 over 31,458 complaints were filed for about 22,397 different adverts. It is estimated that 4,591 ads had to be changed or withdrawn with nearly 94% of complaints coming from members of the public. These adverts are judged by the ASA based on the rules of the UK Advertising Code.

In the 1930's a cigarette brand called 'Craven A' released an advertisement photograph that back then would seem appropriate, however was later discontinued when the correlation between smoking and illness was made.

This advert would now be seen as offensive as it promotes the idea that smoking is good for your health: 'For your throats sake smoke Craven A'. The woman in the picture is clearly sporty and healthy, which is a dishonest representation of a true smoker, as they wouldn't necessarily be unhealthy, but they may struggle with ongoing exercise.

1965: Cigarette advertisements banned on TV (cigars and loose tobacco continued to be advertised until the early 90's)

1975: New rules for other types of cigarette adverts introduced along with pre-vetting.

2003: Tobacco Advertising and Promotion Act 2002 prohibited the promotion of tobacco products, not including rolling papers or filters. 

Other rules of advertising include no promotion of alcohol or sex before 9pm and no false use of actors in the advertisement.