Task 4 Regulation

Regulation Of Advertising

The Regulation of advertisements is needed because if they were not assigned then there would be all kinds of inappropriate adverts on the television. For example if the advert was advertising the sale of tobacco products it could be shown on kids tv programmes and it might not be seen as a dangerous thing.

The role and purpose of ASA and Ofcom

To assign the rules and regulations of advertisement and make sure all adverts suit these guidelines. The areas of advertising that are a particular concern to ASA would be making sure all adverts are legal, honest, decent and truthful. ASA intervention has changed tobacco advertising since 1965 when cigarette advertising was banned on television (cigars and loose tobacco can continue to be advertised until 1990). 1975 introduced new rules for other types of cigarette advertising introduced along with pre vetting. In 2003 The tobacco advertising and promotion act 2002 came into force, prohibiting the advertising and promotion of tobacco products. It does not, however, cover ads for rolling papers or filters.

Ofcom- What Ofcom say about their purpose on their site.

Ofcom is the communications regulator. We regulate the TV and radio sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices operate. We make sure that people in the UK get the best from their communications services and are protected from scams and sharp practices, while ensuring that competition can thrive. Ofcom operates under the Communications Act 2013. This detailed Act of Parliament spells out exactly what Ofcom should do – we can do no more or no less than is spelt out in the Act. The Act says that Ofcom’s general duties should be to further the interests of citizens and of consumers. Meeting these two duties is at the heart of everything we do. Ofcom is funded by fees from industry for regulating broadcasting and communications networks, and grant-in-aid from the Government. Accountable to Parliament, we are involved in advising and setting some of the more technical aspects of regulation, implementing and enforcing the law.

Main legal duties are to ensure:

• the UK has a wide range of electronic communications services, including high-speed services such as broadband;

• a wide range of high-quality television and radio programmes are provided, appealing to a range of tastes and interests;

• television and radio services are provided by a range of different organisations;

• people who watch television and listen to the radio are protected from harmful or offensive material;

• people are protected from being treated unfairly in television and radio programmes, and from having their privacy invaded; and

• a universal postal service is provided in the UK – this means a six days a week, universally priced delivery and collection service across the country; and

• the radio spectrum (the airwaves used by everyone from taxi firms and boat owners, to mobile-phone companies and broadcasters) is used in the most effective way.

Code Rules

Harm and offence

Environmental problems

Racism

Filming of children and advertising of children

Scheduling ads at appropriate times 

Displaying ads in appropriate times

Misleading claims