The advertising association began the committee of advertising practice. This was to draft the British Code of Advertising Practice. In the year 1962 the industry set up the ASA (Advertising Standards Authority to take on the complaints that advertisements had broke.
The role of the ASA is too take people's complaints on board about different advertisements out at the time and then its the ASA's job do decide if that advertisement has breached the advertisement standard codes if it has then it is then banned by the ASA and can no longer be shown on television.
When advertising to children this must be taken with more care and precautions advertisements aimed at children are usually the subject of debate because advertisements may influence the child's consumption. Studies have shown that children between the ages of 6-11 spend around about 28 hours a week watching television. This includes them being exposed to 20,000 commercials.
Advertising food and drink on television is also a little more complex especially when young people are watching since on the adverts the creators of the advert make the product look so exquisite and delicious that it makes people want to go an buy that food product. However the problem that the creators have is that its shown to young people and the majority of the food being advertised is junk food and since young people are quite gullible and go and buy this but then it may lead to an increase of childhood obesity.
Some examples of advertisements that were banned by the ASA:
Booking.com
Booking.com is a service that people use to book flights for holidays, business etc. This advert had a total of 1,768 complaints since the advert encouraged young people to use inappropriate language by replacing the word 'Booking' with a swear word. This was not upheld since it was just a play on words that young people changed so that it became inappropriate and that's not what they had intended to do so the ASA disagreed with the complaints and decided that there was no need to ban the advert. I agree with what the ASA decided since that's not what they intended to do and it was just young people being immature.
Paddy Power
Paddy Power is a service that let people bet on things. This advert had a total of 5,525 complaints, this advert was upheld by the ASA because the public thought that it was insensitive to bet on what the outcome could be during the Oscar Pistorious murder trial for murdering a woman and also it was inventive to his disability. I agree with the ASA for upholding this advert because the advert seemed as if it was making fun of the situation and it was insensitive to the family and friends of the victim.
Sainsbury Royal British Legion
Sainsbury Royal British Legion advert had a total of 823 complaints, this advert was not upheld since the advert showed a story that happened back in 1914 during the First World War on Christmas Day where they stopped everything and played a game of football. The complaints by the public were mostly objected to the idea of using something that happened during the war to advertise sainsbury which is a grocery store. The ASA said that they did not mean for the advert to be offensive and in breach of the code. I agree with the ASA for not upholding this since it was just an innocent of way of showing how people can come together at Christmas and i think it was a good way to show people that even if they are at war. However I did not understand where sainsbury came into what the message of this advert was trying to say.
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