Unit: Introduction to Marketing
“The ASA is the UK's independent regulator of advertising across all media, including marketing on websites. We work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes.”
With the use of examples review current advertisements banned by the ASA. Critically analyse the rules imposed by the Advertising Standards Agency, are they reflective of public demand.
How does the system work?
The ASA and Marketing
Real life examples
Appendix A The UK Regulation Bodies
THE ADVERTISING STANDARDS AUTHORITY (ASA)
The Advertising Standards Codes
Appendix B Adjustments
HEALTH AND BEAUTY
COMPUTERS AND TELECOMS
The Advertising Standards Authority (ASA) is the UK's independent regulator of advertising across all media, including marketing on websites. We work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes. (The ASA, 2011) Appendix A presents information about the major regulatory bodies in the UK. Although it is a regulator, the ASA is not a statutory organization. It has no legal powers to take advertisers to court, fine them or impose any legal sanctions, but in some exceptional cases when the advertiser ignores the Codes and is continuously misleading the audience the ASA can refer to some legal support from the Office of Fair Trading (OFT) (The ASA, 2011). How does the system work?
Complying with Advertising Regulations provides a number of business benefits, including: * Ensuring your advert will be allowed into the marketplace when complete. * A working knowledge of the regulatory codes, allows you to manage the creative process more effectively. * Avoiding damaging complaints, publicity or costly revisions through non-compliant advertising. * Working with the regulatory bodies can allow innovative or challenging ideas to be developed in line with the regulations. The ASA deals with more than 25,000 complaints per year. Another step in controlling the world of advertising is to monitor and control networks, apps and web-pages. "When this goes live next March this will be the most comprehensive approach to the regulation of advertising in website space anywhere in the world," said Chris Smith, chairman of the ASA.(Bradshaw, 2010). The ASA is now taking up the challenge to control web-pages, mobile applications, social networking including Facebook® and Twitter® and even Youtube® videos. It happens as the complains about internet ads have doubled in recent times and people become aware of misleading ads in the internet and child safety on social networks. The ASA and Marketing
The ASA is a part of the marketing macro-environment, combining both political and social influence on advertising . Although the ASA does not have enough power to ban an advertising campaign as a whole, it has a huge influence. The ASA is committed to upholding high standards in advertising. The system takes a holistic approach to regulation, which includes pro-active monitoring, comprehensibly enforced rules and training and advice for advertisers to help them comply with the Codes. With the ASA having powers to request the removal or amendment of an ad, all this can increase the cost of a promotion if the ads is already published or shown on TV. Each reedit involves not only the money which could go on different spheres of product research and development, but as well requires the time of the company’s marketing specialists. So we see the UK Advertising Watchdog as a deterrent for a successful product promotion and advertising campaign. Taking into consideration the perspective of Marketing Principles. A company should find a balance between a product’s performance and customer expectations. The idea of modern marketing is to win customers’...
Bibliography: Bloomberg, 2011. L 'Oreal SA. [Online] Available at: http://www.bloomberg.com/quote/OR:FP [Accessed 14 October 2011].
Bradshaw, T., 2010. UK to launch ‘comprehensive’ policing of online advertising. Financial Times, 1 September.
Dove, 2011. Compaign for real beauty. [Online] Available at: http://www.dove.co.uk/campaign-for-real-beauty.html [Accessed 18 October 2011].
MacDailyNews, 2009. Report: demand for Macs, iPhones on the rise. [Online] Available at: http://arstechnica.com/apple/news/2009/07/report-demand-for-macs-iphones-on-the-rise.ars [Accessed 15 October 2011].
News, B., 2011. Airbrushed make-up ads banned for 'misleading '. [Online] Available at: http://www.bbc.co.uk/news/uk-14304802 [Accessed 2011 October 20].
Sweney, M., 2008. Apple iPhone ad benned over misleading Internet claims. Guardian, 27 August. p.62.
The ASA, T.A.S.A., 2011. Adjudications. [Online] Available at: http://www.asa.org.uk/ASA-action/Adjudications.aspx [Accessed 12 October 2011].
Please join StudyMode to read the full document