Regulation in the advertising industry (Regulating Bodies)

Regulation in the advertising industry (Regulating Bodies)

The CAP are the Committee of Advertising Practice, and they write and maintain the UK advertising codes, which are administered by the ASA. The CAP also offers advice to members of the advertising industry and companies, on how to create advertising campaigns that stay within the rules. The UK's advertising industry is well respected all over the world, not only for its creativity and innovative nature, but also for its self-imposed control system, designed to protect the consumer. CAP states that the advertising system is based on a mutual agreement between advertisers, media owners and agencies, that all strive to act to keep all adverts honest, truthful and legal.

The ASA are the Advertising Standards Authority, and they enforce the advertising rules and regulation guidelines set out by the CAP. They are the UK’s independent advertising regulator across all forms of media, and they investigate complaints made by members of the public. The ASA have the authority to take action against harmful, offensive or misleading adverts. They state that their mission is to make every advert a responsible one.

BCAP is the UK Code of Broadcast Advertising (or the BCAP code), and this code covers all areas of advertising. This includes: rules about aiming adverts at children/including them in adverts; rules about gambling (sites or casinos); rules about weight control and slimming products; and new guidelines surrounding advertising electronic cigarettes. This code is enforced by the ASA, who can take steps to investigate and removes adverts that breach it.

Ofcom is the communications regulator in the UK, who overlook all types of communications in the UK, such as television, radio and on-demand services, as well as wireless and postal services. Ofcom acts in line with legislation from Parliament, including the Communications Act 2003, and enforce rules from the government. They make sure members of the public are protected from offensive and harmful material from media such as television and radio programmes, and that they receive communication services that are of a high standard.

One reason for regulation in relation to advertising, is to ensure that possible consumers and members of the public are not mislead. Another reason is to make sure adverts don’t cause harm or offence, by promoting unhealthy or dangerous behaviour. There are rules that apply to adverts of specific products, for example adverts promoting alcohol are not allowed to claim their product is 'low in alcohol', unless it contains between 0.5% and 1.2% by volume of alcohol. Companies aren't allowed to release adverts that are deceptive in message, leave out important information, or use aggressive selling techniques. All these rules are put in place to ensure the safety of the consumer.

Bibliography

• ·         ASA; [Website]; Available at < https://www.asa.org.uk/> ; Date visited: 6/10/16
• ·         CAP; [Website]; Available at < https://www.cap.org.uk/> ; Date visited: 6/10/16
• ·         CAP; UK Code of Broadcast Advertising (BCAP); [Website]; Available at <https://www.cap.org.uk/Advertising-Codes/Broadcast.aspx>; Date visited: 6/10/16
• ·         GOV.UK; Marketing and Advertising: The Law; [Website]; Available at <https://www.gov.uk/marketing-advertising-law/overview> ; Date visited: 10/10/16
• ·         Ofcom; [Website]; Available at < https://www.ofcom.org.uk/> ; Date visited: 6/10/16