Blog Post 3: The ASA BCAP Code

My research into the ASA BCAP Code allowed me to gain an understanding of what was appropriate to be broadcast on TV and what wasn't, thus allowing me to carefully plan my adverts so they were appropriate.

"The UK Code of Broadcast Advertising (BCAP Code) applies to all advertisements (including teleshopping, content on self-promotional television channels, television text and interactive TV ads) and programme sponsorship credits on radio and television services licensed by Ofcom."
- From the ASA Website

There are a total of 31 Codes, 7 of which I picked out as relevant for this project:

1. Compliance
Adverts should not mislead or cause serious or widespread offence or harm, especially to children or the vulnerable.

2. Recognition of Advertising
Adverts must be obviously distinguishable from editorial content. The audience should quickly recognise the message as an advertisement.
Special care should be taken when using a format or elements in the advert that may lead to the audience believing it is not an advert e.g. NEWS FLASH.

3. Misleading Advertising
Adverts cannot give misleading information or omit important information that the consumer would need in order to make an informed decision about whether or not to buy a product or service.

4. Harm and Offence
Adverts must not be harmful or offensive. Advertisements must take account of generally accepted standards to minimise the risk of causing harm or serious or widespread offence against moral, social or cultural standards.

5. Children
Children must be protected from advertisements that could cause physical, mental or moral harm. A child is classified as someone under the age of 16.

6. Environmental Claims
Any environmental claims must have a clear basis. All terms used should be clear to consumers.

7. Food, Food Supplements and Associated Health or Nutrition Claims
Adverts must not feature, imply, condone or encourage irresponsible or immoderate drinking. That applies to both the amount of drink and the way drinking is portrayed.
Adverts must neither imply that alcohol can contribute to an individual's popularity or confidence nor imply that alcohol can enhance personal qualities.
Adverts must not imply that drinking alcohol is a key component of social success or acceptance or that refusal is a sign of weakness.

A Still from the #GiffGaffGuts Advert

An example of an advert that failed to uphold the code was the "#GiffGaffGuts" advert, which featured a large group of people in an empty swimming pool throwing blood and guts around. 15 complaints were received and as a result, the ad was upheld as it was "likely to cause revulsion or distress to viewers".

My research into the ASA BCAP Code has benefited me as I now know what I need to keep in mind when planning my adverts, so they both abide by the code and can, therefore, be broadcast.


Sources Used:
-ASA Website
-BCAP Code Document