ASA Codes

ASA Codes

Harmful:

• Ads must not contain anything that is likely to condone or encourage violence or anti-social behaviour.
• Ads, especially those addressed 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 addressed to or depicting children. 
• Ads must not portray or represent children in a sexual way. 
• Ads should comply with the law and should not incite anyone to break 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 products like alcohol and gambling must not be targeted at or likely to appeal to under-18s. 
• Ads featuring sexual imagery, particularly posters that children are more likely to see, must be carefully targeted and avoid causing harm or offence.

Harmful Advertisements:

Advertisements, especially those addressed to or depicting a child, must not condone of encourage an unsafe practice. This ad is showing that it is ok for children to smoke at a young age - the ASA banned this ad because it is harmful to children.

Advertisements, especially those addressed to or depicting a child, must not condone of encourage an unsafe practice.  This as is showing that it is ok to allow children to play with fireworks, which is not accurate.

Marketers believe that this image is right to be used for their clothing campaign as it is a 'Good Shot', but it has a deeper meaning. Marketers must not use a shocking claim to advertise their brand,  even though they believe that any news about their campaign good or bad is good due to it bring attention to the brand. This image represents suicide as the model is sitting on the train tracks looking as if she is wiping away tears, This can cause concern and young girls or boys to sit on train track just because they saw a model on a fashion campaign do it. 

Misleading:

•  No advertisement should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission 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. 

Misleading Advertisements: 

This is very graphic because it says that if you drink the pomegranate juice, which is an antioxidant, you will then live longer than other people that dont drink it. This is also very graphic because it says the word death and it shows a noose around the neck of the bottle, which can insinuate death and suicide. This advertisement was pulled by the ASA.

This envelope is distressing because it is false information that is being shown on the packaging. People get worried as it claims on the front that it is a 'Final Reminder' and open it up to find that it is spam mail. There were over 3000 complaints about this. 

From this advertisement you can see that the dentists fell that Ribena is bad for you which is because of the amount of sugar that the drink contains. All the ribena bottles are on the toothed brush like the bristles. This advertisement was pulled by the ASA.

Offensive:

• Advertisements should contain nothing that is likely to cause serious or widespread offence. Particular care should be taken to avoid causing offence 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. 

Offensive Advertisements: 

It is a stereotype that male priests are homosexual and pedophiles. This advertisement is about ice cream and in the ad it shows that one man is holding a spoon while the other is holding the ice cream being advertised. This isn't clear to the audience. The is also a pun in this ad about 'salivation' which is a play on the saving of gay people due to religion.The ASA and some of the public believes that this ad is mocking roman catholics and their religion.

This advertisement is ment to be ironic as nuns are not allows to have sexual intercourse, meaning they can't be pregnant. There is also a pun in this image that says she is going to 'conceive' a child due to the ice cream.This ad is ment to be showing the ice cream but everyone is distraced by the apparent religious mockery. 

This is offensive because it is showing that if you smoke you will get hooked into it and become addicted. It also shows that if you smoke you can then become bald from smoking and that it can affect your health. You can see that he doesn't look healthy because of the colour of his face.