ASA

Adverts in print radio or video format must not be deemed harmful misleading or offensive. 

Harmful  

. Ads must not contain anything that is likely to condone or encourage violence or anti-social behaviour  

. Ads Especially those adressed to or depicting a child, must not condone or encourage an unsafe practice  

. Ads should be prepared with a sense of responsibility  to consumers and to society. Particular care should be taken with ads adressed to or depicting children.

. Ads must not portray or represent children in a sexual way.

. Ads should comply with the lawa and should not incite anyone t obreak it 

. Ads must not cause fear or distress without justifiable reason; if it can be justified, the fear or distress should not be excessive 

. Marketers must not use a shocking claim or image merely to attract attention.

. Ads that are suitable for older children but could distress younger children must be sensitively scheduled.

. Ads for age - restricted roducts like alcachol and gambling must not be targeted at or likely to appeal to under-18s 

. Ads featuring sexual imagery particlarly posters that children are more likely to see must be carefully targeted and avoid causing harm or offence 

Casestudy (Harmful)

Criminal damage (2012)

Harmful to others due to children smoking. 

One member of the public complained it was irresponsible (smoking lead to harm to the children and offensive to others so the ASA took it down). 

Levi's 

Children playing with fireworks is extremely dangerous and risky as it could lead to serious injuries and misconduct, also suggests Levi's wants to harm children. Although the fireworks were meant to be handheld, it was not clear at all therefore the ASA took action

Misleading

. No advertisements should mislead, or be likely to mislead, by inaccuracy, ambuigity, exaggeration, ommision or otherwise. 

. Marketers must hold documentary evidence to prove all claims, whether direct or implied that are capable of objective substantiation 

. Marketing communications must be obviously identifiable as such  

Casestudy (Misleading) 

Kellogs associated their product as wholesome which is associated with 'healthy food' however this was not the case as it contained unhealthy products within therefore this was misleading.

Damart used a piece of mail as misleading to show something as a FINAL WARNING which to many people was deeply concerning and worrying.


 Offensive

. Advertisements should contain nothing that is likely to cause seriouss or widespread offence. Particular care should be taken to avioud causing offense on the grounds of race, religion, sex, sexual orientation or disability.

. Ads featuring sexual imagery, particularly posters that children are more likely to see, must be carefully targeted and avoid causing harm or offence.

. The fact that a product is offensive to some people is not grounds to remove an ad. 

Campaign (Offensive) 

Antonio Federici's advertisement was extremely misleading and offensive to catholics as the ASA recieved six complaints that the advert mocked catholicism as it showed 2 priests about to kiss which is against catholicism.