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Asa Bcap Codes

The document outlines the codes and regulations from the ASA and BCAP that govern different types of advertisements across various media in the UK. It details the specific rules for different categories of advertisements, including rules around health claims, gambling, lotteries, financial products, and more.

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161 views

Asa Bcap Codes

The document outlines the codes and regulations from the ASA and BCAP that govern different types of advertisements across various media in the UK. It details the specific rules for different categories of advertisements, including rules around health claims, gambling, lotteries, financial products, and more.

Uploaded by

api-271119158
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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ASA Codes

The ASA regulate:

Magazines and newspapers


TV and radio
Television shopping channels
Posters
Cinema commercials
Direct mail
Internet ads
Website marketing
Ads in social media spaces
Paid-for search ads
Leaflets and brochures
Sales promotions

What do the ASA do?


The decision of whether an advertisement has breached the Advertising Codes is up to
the ASA Council. The Council is made up of 13 members who are all made up of industry
and non-industry figures. The members of the Council are chosen to represent the
perspectives of a wide society

BCAP Codes
The BCAP regulate:
01 Compliance

02 Recognition of
advertising
03
Misleading
advertising

04
Harm
offence

and

05 Children

06 Privacy

07 Political and
controversial
matters
08
Distance
selling
09 Environmental
claims
10
Prohibited
categories

Information about pre-clearance. Rules relating to social


responsibility; legality and legality. It also spells out that the ASA
applies the Code in the spirit, as well as the letter
Separation rules and content rules to ensure that ads are not
mistaken for editorial
A key and extensive section of the Code, containing rules such as
substantiation (evidence to prove claims); pricing; the use of the
word free; availability of products, comparisons, testimonials and
more
Rules to ensure that ads do not cause harm or serious or
widespread offence. Includes rules relating to loudness of TV ads;
shock tactics, unsafe practices and photosensitive epilepsy
Rules that must be followed if directing ads at children or
featuring them. Includes rules about unsafe practices and unfair
pressure; pester power and sales promotions for children
Rules about permissions for depicting or referring to - living
persons in ads, including members of the public and those with a
public profile
Ban on political advertising, including definitions on what is
considered political
Rules governing marketing communications that allow readers to
place orders without face-to-face contact with the seller. Covers
cancellation and refunds
Rules about making green claims for products or services. Rules
cover evidence, the clarity of claims and life cycle of products
Lists products and services that are not permitted to be
advertised on TV or radio at all

11
Medicines,
medical devices,
treatments
and
health
12 Weight control
and slimming
13
Food,
food
supplements and
associated health
or nutrition claims
14
Financial
products, services
and investments
15 Faith, religion
and
equivalent
systems of belief
16 Charities
17 Gambling

18 Lotteries

19 Alcohol
20 Motoring
21 Betting tipsters
22 Premium-rate
telephone services
23
Telecommunicatio
ns-based
sexual
entertainment
services
24 Homeworking
schemes
25
Instructional
courses
26
Services
offering individual
advice
on
consumer
or
personal problems
27
Introduction
and
dating
services
28 Competitions
29
Private
investigation
agencies
30 Pornography
31
Other
categories of radio

Use of health professionals; rules on evidence (very high level


needed for medicinal claims); suitable qualifications for those
claiming to treat or offer advice; medicines rules; herbal and
homeopathic product rules
Rules for ads for weight control, slimming foodstuffs and aids,
including exercise; diets, clinics and medicines
Rules relating to health and nutrition claims in foodstuffs; claims
for vitamins and minerals; infant and follow on formula and food
and soft drink advertising to children
Rules for all financial advertisements, includes provisions on
interest rates and, lending and credit
Rules for advertising by, or on behalf of bodies that are wholly or
mainly concerned with religion, faith and other belief systems.
The rules also apply to ads by anybody for related products and
services
Includes rules around donation, including refunds
Social responsibility rules for gambling and spread betting. The
rules cover content and targeting and are designed to protect
under 18s and the vulnerable
Social responsibility rules that apply to lotteries (including The
National Lottery; Gambling Commission licensed lotteries and
locally registered lotteries)
Social responsibility rules for alcoholic drinks. The rules are
designed to protect under 18s and the wider population
Social responsibility rules for motor vehicles, covering safety,
speed and irresponsible or anti-social driving behaviours
Special rules to prevent betting tipsters from misleading the
audience
Rules covering pricing and content of ads that promote premiumrate telephone services
Rules restricting where and when such advertisements can
appear

Rules restricting the nature of advertisements for homeworking


schemes and to ensure they do not mislead
Rules restricting those who can advertise such courses and
ensuring they dont mislead
Requirements for suitable credentials for advertising

Rules to prevent advertisements from causing harm, including to


under 18s
Rule about fair and clear administration of competitions
Requirements for suitable credentials for advertising

Rules restricting the advertisement of R18-rated material


Ads for adult products and services that require central copy
clearance, including adult shops, stripograms 18+ media

advertisements
that
require
central
copy
clearance
32 Scheduling

33
Electronic
cigarettes

Scheduling rules, including those related to children; agerestricted products. Separation / placement rules incl. political
and those related to text and interactive advertisements
Rules that apply to the marketing communications for electronic
cigarettes and related products

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