Advertising Standards Authority (ASA) - UK Self-Regulatory Industry Body Committee of Advertising Practice (CAP) UK Self-
Regulatory Industry Body
The ASA was established in 1962 and controls what adverts are shown on TV and if they
are appropriate and following regulations or not. The CAP creates, revises or amends and enforces. They
try to achieve high standards by keeping within the legal
They deal with any marketing policies in the same way that products and services are. ASA framework, protecting consumers and create a level
say advertisements should inform, entertain and promote. To complain about an advert playing field for all advertisers.
you would have to go through the ASA. However, there are specific rules that cover children, ads
If an advert does not conform to the set regulations from the ASA, they can take the for alcohol, gambling, motoring, health and financial
advert off television completely. An example of this the booking.com advert which used products.
the word ‘booking’ instead of a swear word. An example of this is The Sun newspapers using Page 3
girls are prizes.
Broadcast Committee of Advertising
Practice (BCAP)
Voluntary Codes of Pressure Groups
This came into force on 1 Pressure Groups are an organised group of
September 2010 for broadcast Advertising Practice people that aim to influence consumers.
advertising only and it applies to all They do this in order to put pressure on the
advertisements on TV. Government or Businesses to make
BCAP write, edit and revise the rules changes.
set out. An example of this is Jamie Oliver trying to
An example of this would be the get schools to eat healthier. His campaign
Acceptable Language
Sainsburys War advert. resulted in banning ‘turkey twizzlers’ from
When advertising, every company their menus.
should avoid offending consumers, not People that start a pressure group are
Consumerism use strong language, refer to sex or normally people who are passionate about
mock any of the following: a topic and want to see changes.
This is a social movement which gives power
back to the consumers and identifies rights. Religion or Beliefs
Gender
The Office of Fair Trading also helps this by
Disability or Sexuality
taking action and enforcing set rules.
Race or Age
An example of this is Which. This helps
An example of this is an old ‘Yorkie’
customers buy things that are legitimate.
chocolate bar which on the packaging
stated it was not for girls. Unit 3 Task 2
Regulatory Industry Body
The ASA was established in 1962 and controls what adverts are shown on TV and if they
are appropriate and following regulations or not. The CAP creates, revises or amends and enforces. They
try to achieve high standards by keeping within the legal
They deal with any marketing policies in the same way that products and services are. ASA framework, protecting consumers and create a level
say advertisements should inform, entertain and promote. To complain about an advert playing field for all advertisers.
you would have to go through the ASA. However, there are specific rules that cover children, ads
If an advert does not conform to the set regulations from the ASA, they can take the for alcohol, gambling, motoring, health and financial
advert off television completely. An example of this the booking.com advert which used products.
the word ‘booking’ instead of a swear word. An example of this is The Sun newspapers using Page 3
girls are prizes.
Broadcast Committee of Advertising
Practice (BCAP)
Voluntary Codes of Pressure Groups
This came into force on 1 Pressure Groups are an organised group of
September 2010 for broadcast Advertising Practice people that aim to influence consumers.
advertising only and it applies to all They do this in order to put pressure on the
advertisements on TV. Government or Businesses to make
BCAP write, edit and revise the rules changes.
set out. An example of this is Jamie Oliver trying to
An example of this would be the get schools to eat healthier. His campaign
Acceptable Language
Sainsburys War advert. resulted in banning ‘turkey twizzlers’ from
When advertising, every company their menus.
should avoid offending consumers, not People that start a pressure group are
Consumerism use strong language, refer to sex or normally people who are passionate about
mock any of the following: a topic and want to see changes.
This is a social movement which gives power
back to the consumers and identifies rights. Religion or Beliefs
Gender
The Office of Fair Trading also helps this by
Disability or Sexuality
taking action and enforcing set rules.
Race or Age
An example of this is Which. This helps
An example of this is an old ‘Yorkie’
customers buy things that are legitimate.
chocolate bar which on the packaging
stated it was not for girls. Unit 3 Task 2
