Ofcom is a communications regulator, looking and focusing on adverts from T.V, radio , films , postal services. Their main decision making board are made up of the following people. Non-executive chairman, executive directors 9including the chief executive), and non- executive directors.
These people look at the adverts that have been created and decide if they are suitable to be shown to the members of the public. ( there are many other different stages and people that these adverts go by before getting published)
Ofcom, handles complaints in a very professional and opening way. They have a link on there website sending you to a section that talks about any complaints you have had with the way they have looked over your advertisement. There are two ways that they deal with your complaints, first is that they tell you to read their guidelines, which tell you how to complain and put across your issue. You then email straight to someone who works in the organisation. If you are not happy with the what things were handled or you think no change has come from it then there is a second option that you can go through and that is directly talk to the person you emailed, who then talks and understand your concerns. If this does not work and you still do not feel satisfied then you can get in contact with the secretary of the organisation.
ASA:
The ASA are similar to Ofcom, making sure that all advert that have been broadcasted are acceptable to be shown, making sure they are honest, legal, decent, and truthful and benefit the audience watching.
The main vales that they look into whilst checking adverts are:
- Fair and respectable to all, making sure know one watching will find anything that they are seeing rude and disrespectful to a certain race religion gender and sexualty.
-Accessible and helpful, Making sure that their advert holds a purpose, and help out an the consumers with what they are looking to buy.
- Also making sure that none of the adverts break or include some of the issues mentioned in the codes.
Reading the ASA website shows that they correct and look and adverts for all types of media, to mobile, postal, T.V, radio and others. Trying to make all adverts safe for all viewers. On the website there is a step by step guide that helps you make a complaint about a certain adverts. They ask if the advert you do not find acceptable has already been complained about, you will then be able to get in contact with the people who deal with complaints. If there is enough complaints about the chosen adverts your information and feelings about the advert will be looked upon, then the advert will get checked over and be sent to the council which will then decide if the advertising codes have been branched.
Reading the ASA website shows that they correct and look and adverts for all types of media, to mobile, postal, T.V, radio and others. Trying to make all adverts safe for all viewers.
There are many codes that have to be looked at before broadcasting an advert, to many to put in and explain in this post.
The one that i thought that is seen most important is harm and offence.
- 'Advertisements must contain nothing that could cause physical, mental, moral or social harm to persons under the age of 18.'
- 'Advertisements must not cause serious or widespread offence against generally accepted moral, social or cultural standards.'
- 'Advertisements must not exploit the special trust that persons under the age of 18 place in parents, guardians, teachers or other persons.'
Here are some examples from the ASA website that explain what kind of things in the harm ad offence codes is unacceptable to be in adverts. These explain that anything causing harm to an audience under the age of 18 is acceptable and cab be seen as breaking this code.
Another code that i thought that was important is Pornography.
- 'Advertisements for products coming within the recognised character of pornography may be broadcast only if they are centrally cleared.'
- 'Radio advertisements for R18-rated material are not permitted.'
- 'Advertisements for products coming within the recognised character of
pornography are permitted behind mandatory restricted access on adult entertainment channels only.'
These are also examples of issues that are in the Pornography code and what makes them unacceptable for an audience. Again they all talk about how adverts with this theme should not be shown to an audience under the age of 18. or are allowed only with subscription channels that they have paid extra for.
This advert was seen as very rude and seen as breaking the codes that the ASA said was unacceptable. This advert had over 1000 complaints because of them making fun of blind people and including animal cruelty in their advert. Because many people complained to the ASA, they got involved. They did not find this advert doing the things that were claimed. they explained that it was not seen to be as making fun of people that are blind. The explained this advert to be surreal and improbable knowing that tis situation is need going to happen.
ASA quote
"We considered it was unlikely to be seen by most viewers as malicious or to imply that blind people were likely to cause harm to animals whilst playing football.
"We therefore concluded that the ad was unlikely to be seen as humiliating, stigmatising or undermining to blind people and was unlikely to cause serious or widespread offence."
meaning that this advert will not and still hasn't been taken down.
This is one advert that has been banned by the ASA, this is because the advert involves a baby which they thought it would reach out to a younger audience and make them interested in the E-cigarette. Things brings in some issues of one of the codes 'misleading avertising' It also dose not give a clear message of what it is trying to advertise. This product had also had there adverts been banned from radio, internet and posters. There has also been 65 people complain about this advert due to the involving of the issues n the codes and it being a misleading advert. The main company that made sure this advert was banned is watchdog explaining that all adverts should give an audience a clear message of what they are advertising.
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