Regulations
Advertisements need to be regulated. Regulations are done by two main bodies ASA and OFCOM.
ASA
The ASA stands for Advertising Standards Authority. They are the independent regulator for all media in the UK. They apply the advertising codes, which are made by the Committees of Advertising Practice. the ASA handle complaints that are sent to them, relating to media that is broadcasted around the UK. They also ensure that there is nothing offensive, misleading or harmful to the viewer that is currently being broadcasted.
OFcom
They are a regulator for communication in the UK. They regulate TV, radio, fixed lines,. radio waves and any wireless communication, mobiles and postal services. They ensure people in the UK are protected from scams when people report them.
The types of ads the ASA deal with include:
- Magazine and newspaper advertisements
- Radio and TV commercials (not programmes or programme sponsorship)
- Television Shopping Channels
- Advertisements on the Internet, including:
- banner and display ads
- paid-for (sponsored) search
- Marketing on companies’ own websites and in other space they control like social networking sites Twitter and Facebook
- Commercial e-mail and SMS text message ads
- Posters on legitimate poster sites (not fly posters)
- Leaflets and brochures
- Cinema commercials
- Advertising within smartphone and tablet apps
- Direct mail (advertising sent through the post and addressed to you personally)
- Door drops and circulars (advertising posted through the letter box without your name on)
- Ads on CD ROMs, DVD and video, and faxes
- Sales promotions, such as special offers, prize draws and competitions wherever they appear
The types of ads that OFcom deal with include:
Phone and internet:
- Nuisance calls and messages
- Billing and charges
- Changing provider
- Faults and service problems
- Contracts
- The way a service was sold
- Customer services
Television and radio
- A program the was seen
Postal services
Controversial Advert
The Paddy Power blind football advert is the most controversial advert in 2010 as it had the most complaints. Out of over twenty five thousand complaints in 2010 Paddy Power received one thousand three hundred and thirteen.
The television advert opens with a shot of a kit bag marked Blind Wanderers FC and two teams of blind folded men in a middle of a game. A car is shown running on to the pitch before a player takes a kick, followed by a sound of a thud and a loud meow.
This advert raised a lot of complaints as it implied animal cruelty by them kicking a cat. It also offended Blind people as it made light of of a serious situation, It overall offended people who could identify that this was all wrong.
The ASA concluded That the advert may have been offensive to some people but not harmful enough to remove it. It doesn't encourage animal cruelty but could influence children as they are inspired by footballers.
Banned Advert
The advert is unsuitable as it shows a boy giving red bull to pigs. It hints towards their slogan "Red Bull gives you wings". Afterwards he goes to his mum and asks her if he can go to a strip club. She says "When pigs fly", at they point the two pigs that were fed the red bull were seen flying past the window. It ends with him at the strip club.
The ASA had banned the advert because of it "normalising sexualising children"
Controversial Advert
The Paddy Power blind football advert is the most controversial advert in 2010 as it had the most complaints. Out of over twenty five thousand complaints in 2010 Paddy Power received one thousand three hundred and thirteen.
The television advert opens with a shot of a kit bag marked Blind Wanderers FC and two teams of blind folded men in a middle of a game. A car is shown running on to the pitch before a player takes a kick, followed by a sound of a thud and a loud meow.
This advert raised a lot of complaints as it implied animal cruelty by them kicking a cat. It also offended Blind people as it made light of of a serious situation, It overall offended people who could identify that this was all wrong.
The ASA concluded That the advert may have been offensive to some people but not harmful enough to remove it. It doesn't encourage animal cruelty but could influence children as they are inspired by footballers.
Banned Advert
The advert is unsuitable as it shows a boy giving red bull to pigs. It hints towards their slogan "Red Bull gives you wings". Afterwards he goes to his mum and asks her if he can go to a strip club. She says "When pigs fly", at they point the two pigs that were fed the red bull were seen flying past the window. It ends with him at the strip club.
The ASA had banned the advert because of it "normalising sexualising children"
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