Advertising Industry turn over in 2007
ASA has a full list of decisions available for reading via their website. it is a good place to see how decisions are made and what decisions were made and why.
The Advertising Standards Authority (ASA) is an independent authority that seeks to encourage the media, advertising agencies and advertisers to voluntarily co-operate in the process of self-regulation. It is dedicated to ensuring that advertising complies with the law and that it is truthful, socially responsible and not misleading or deceptive. The authority introduces and amends Codes of Practice which cover the entire range of advertising from pencils to billboards.
Advertisers, advertising agencies and the media have formulated the Advertising Codes of Practice to promote an effective system of voluntary self-regulation in respect to advertising standards.
The ASA reports to the government via the Minister of Broadcasting.
The Advertising Standards Complaints Board (ASCB) is independent of the ASA and hears complaints from any member of the public who considers that there has been a breach of any of the Codes. The Complaints Board will seek comments from all interested parties and then adjudicate on the complaint.
Advertisers, agencies and the media are responsible for ensuring advertisements comply with the Advertising Codes of Practice. There is also an additional pre-vetting process for liquor and therapeutic advertisements using independent adjudicators."
All TVCs (television commercials) are given a rating by the Television Commercials Approval Bureau. These may be for G, GXC, PGR, AO etc. See the details on the site.
Advertising is not classified by the ASA. The only ASA code with a time restriction is the Code for Advertising Liquor, where ads cannot play before 8.30pm at night. There are no other time restrictions on advertising from the ASA.
There are no time restrictions on weight loss ads in our code, but television broadcasters give them an automatic GXC rating, which prevents the ads playing during programmes directed at children.
If a complaint is upheld then the advertiser, advertising agency and media are, in accordance with self-regulatory principles, requested to voluntarily withdraw the advertisement. This request is invariably followed.
