The purpose of the Advertising Standards Code (Code) is to ensure that every advertisement is a responsible advertisement . All advertising must be legal, decent, honest and truthful and respect the principles of fair competition, so that the public can have confidence in advertising.
Who writes the advertising codes?
It is written and maintained by the Committee of Advertising Practice (CAP) and administered by the Advertising Standards Authority (ASA). The 12th edition of the CAP Code came into force in September 2010.
What are the ASA advertising codes?
- 01 Compliance. Rules relating to social responsibility; legality and fair competition. ...
- 02 Recognition of marketing communications. ...
- 03 Misleading advertising. ...
- 04 Harm and offence. ...
- 05 Children. ...
- 06 Privacy. ...
- 07 Political advertisements. ...
- 08 Promotional marketing.
What happens if an advert breaks the code?
If an advert breaks the rules, it may be withdrawn . If the product does not match the description or the advert breaks the law, you could be prosecuted.
What is voluntary codes of advertising practice?
Voluntary Codes of Advertising Practice
The ASA’s main responsibility is to ensure that the content of any advert broadcasted or published in the UK is acceptable – this means that they regulate the content of advertisements in order to ensure that advertising standards are kept high.
What are the rules for advertising?
- Each advertisement must make a proposition to the consumer. Be direct. ...
- The proposition must be something your competition either cannot or does not offer. In other words, it needs to be unique.
- It must be strong to motivate people to purchase what you are selling.
Can I sue for false advertising?
When you are advertising your goods or services, it is crucial that you do not make any false statements . If you do, your customers might be able to sue you for a pre-contractual misrepresentation or misleading or deceptive conduct.
What are ASCI codes?
In 1985, the ASCI adopted a Code for Self-Regulation in Advertising . With the introduction of the code, the aim is to promote honest and decent advertising and fair competition in the industry.
Are ASA complaints Anonymous?
We accept complaints from both the public and the industry . We protect the anonymity of members of the public who lodge complaints with us unless there is a good reason to reveal their details and we have their permission to do so (e.g. they want their name taken off a mailing list).
Who does the CAP Code apply to?
The Code applies to direct mailings, emails, faxes and SMS/MMS messages . It also applies to circulars, ads sent using Bluetooth and some forms of recorded message. It does not apply to private correspondence, material in non-paid for space which relates solely to a ’cause or idea’ or live oral communications.
Can you be fined by Asa?
Although the Advertising Standards Authority (ASA) cannot impose fines , its adjudications have serious implications.
What is ASA and CAP?
The Advertising Standards Authority (ASA) is the UK’s independent advertising regulator. ... The Committee of Advertising Practice (CAP) is the sister organisation of the ASA and is responsible for writing the Advertising Codes.
What is ASA in marketing?
The Advertising Standards Authority has a new strategy for regulating ads, meaning it won’t wait for complaints before acting against a brand. ... But since it’s not, the Advertising Standards Authority (ASA) has claimed it as its own.
How do I report false advertising?
If you wish to make a complaint about an advertisement you have seen or heard in NSW, you can contact Ad Standards by phone (02) 6173 1500 or make a complaint online.
What is the purpose of the Code of advertising Practice?
Purpose of the Code
The purpose of the Advertising Standards Code (Code) is to ensure that every advertisement is a responsible advertisement . All advertising must be legal, decent, honest and truthful and respect the principles of fair competition, so that the public can have confidence in advertising.
Who regulates the advertising industry?
The Advertising Standards Authority (ASA) is the self-regulatory organisation of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its code of advertising practice broadly reflects legislation in many instances.
