Level 2: Advertising ProductionRegulation

Lesson Aims:• All of you will be able to explain who

OFCOM and the ASA are and what BCAP is.

• Most of you will be able to analyse advertising rules and regulations.

• Some of you will be able to analyse and evaluate existing advertisement and consider how they had to apply advertising rules and regulations.

OFCOM, ASA and BCAP

OFCOM:• The communications regulator which works alongside the ASA

(advertising Standards Authority) to monitor advertising content.

The ASA:• The UK’s independent regulator of advertising across all media.

• They apply the Advertising Codes, which are written by the Committees of Advertising Practice. This code is called BCAP (British Code of Advertising Practice)

• The ASA’s work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.

BCAP (UK Code of Broadcast Advertising)

States that advertising should not be misleading or offensive to the public and should be:

• Legal, decent, honest and truthful

• Prepared with a sense of responsibility to consumers and to society.

• In line with the principles of fair completion generally accepted in business.

These statements are embodied within a series of rules.

TASK In groups• Consider the BCAP section and rules you have been given

and to come up with an advertising idea that breaks the rules.

• Present your idea to the class and explain how it breaks advertising rules.

• Misleading advertising• Harm and offence• Children• Privacy• Politics• Environmental• Prohibited• Medicines• Weight control• Food• Financial products• Gambling• Lotteries• Alcohol

Breaking the Rules

• https://www.youtube.com/watch?t=30&v=2x0NrGzNqWQ

• https://www.youtube.com/watch?v=Az2P9G7tdEs

• https://www.youtube.com/watch?v=uTxkeZb6Rhc

Banned or Not banned?

• https://www.youtube.com/watch?v=HeUX6LABCEA

• https://www.youtube.com/watch?v=HeUX6LABCEA

• https://www.youtube.com/watch?v=uTxkeZb6Rhc

Task: Create a chapter in your report (analysis) about regulation in Advertising.

• Analyse your campaign by making reference to the ASA and BCAP rules that the advertisers had to consider.

• Explain what the rule is and how it would have affected their production process.

Lesson Aims:

• All of you will be able to start building your Advertising Pitch.

• Most of you will be able to consider possible restrictions with your idea and production.

• Some of you will be able to include your strategy in your pitch.