Television

Regulations

Who we are

The Advertising Standards Authority is the UKs

independent regulator of advertising across all
media. They apply the advertising codes, which are
written by the committees of advertising practice.

Theyre work includes acting on complaints and

proactively checking the media to take action
against misleading, harmful or offensive
advertisements.

Theyre ambition is to make every UK advert a

responsible ad. They intend to do so by following
this strategy

They are
passionate about what they do because responsible
advertisements are good for people, society and
advertisers.

The Five stands of theyre strategy

1 Understanding: Well be an authority on advertising and active on issues that cause societal
concern. Well be open to calls for regulatory change, acting purposefully and in a timely fashion,
while being fair and balanced in our assessment of the evidence and arguments
2 Support: Well provide support to advertisers to help them create responsible ads. Well
increase, improve and better target our advice and training so every business has access to the
information and support it needs
3 Impact: Well spend more time on matters that make the biggest difference. Focussing on our
existing remit, well spend less time tackling ads that cause little detriment to consumers or on
the vulnerable. But, where a complaint indicates that the rules have been broken, we will always
do something
4 Proactive: Well be proactive and work with others. Well use a wide range of information to
identify and tackle problems to make sure ads are responsible, even if we havent officially
received a complaint.
5 Awareness: Well increase awareness of the ASA and CAP. We will make sure that the public,
civil society and the industry know who we are and what we can do, so they can engage with us
when they need to, and have confidence in our work. (I got the 5 strategys from the asa website
Source: https://www.asa.org.uk/About-ASA/Strategy.aspx

Ofcom is the office of communications and they are the communications regulator in the
UK they regulate the TV and radio sectors, fixed line telecoms, mobiles, postal services
and the airwaves. They make sure that people in the UK get the best from their
communications service and are protected from scams. They operate under a number of
Acts of Parliament, including in particular the Communications Act 2003, and they must
by law follow the laws given by the parliament legislation. The communications act says
that Ofcoms principal duty is to further the interest of citizens and of consumers, where
appropriate by promoting competition. The main legal duties that Ofcom must do is to
ensure that:

The UK has a wide range of electronic communications services, including highspeed 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;

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.

What they are not responsible for is the following:

disputes between you and your telecoms provider;

premium-rate services, including mobile-phone text services and ringtones;
the content of television and radio adverts;

complaints about accuracy in BBC programmes;

the BBC TV licence fee;
post offices; or
Newspapers and magazines.

An example of an advert being banned is the Irn-Bru one where in the advert of the soft
drink Irn-Bru in which a woman reveals to her family that she used to be a man has
been banned after the media watchdog ruled it made fun of transsexual people. Another
is the wonga adverts with the puppets they have now been banned before the 9pm
watershed as the Ministers were concerned the adverts encouraged children to pester
their parents to take out high-cost loans which is leaving families in debt. Here is one of
their adverts https://www.youtube.com/watch?v=6TvD0Y-UB0s

http://www.ofcom.org.uk/about/what-is-ofcom/

Audience measurement pannels are used to measure details on how many of the
population are watching or reading certain stuff, it can also be measured from
one region to another, this is very helpful as it helps broadcasters and
advertisers to determine who is watching rather than how many people are
watching this is useful as it helps build a target audience so the creators know
when to broadcast their product. For example after the watershed a specific
show could be broadcasted aimed for children and this would tell us how many
people would be watching that content and give more information.
Ratings are quite similar to Audience measurement pannels but instead shows
and allows anyone to see what was popular in the past month for example. You
would simply go on the internet find a website and look at the ratings you would
like to look at, it has endless results from TV to movies and others. This is also
convinient as it could also have different TA and we can see this on the ratings
page
Face to Face interviewing is an exelent way to gather the information you need,
and is a quick and easy way to do so, it would be arranged in a meeting or you
could simply question people on the streets and is a great way to gather
information you are looking for it is also very easy if you have a specific target
audience to interview as you can aproach the appropriate consumer. It is a very
cost efficiant way of gather resources and you do it with your voice so is simple
too.
Questionnaires is also a great quick and easy way to gather information and is
just as simple as face to face interviewing and is quite similar too, but on
questionnaires you ask specific amount of questions and they can be multiple
choice answers or even written out answersw if you need specific answers, it is
wuick and easy for people to fill out , and it only takes 5 minutes out of
someones day so you can go out on the street and get a lot of information in
hours.

BARB was set up in 1981 to provide the industry standard television audience
measurement service for broadcasters and the advertising industry. BARB is

owned by BBC, ITV, Channel 4, Channel 5, BSkyB and the IPA they are a non
profit organisation
http://www.barb.co.uk/resources HYPERLINK
"http://www.barb.co.uk/resources/barb-facts/how-we-do-what-we-do?_s=4"/
HYPERLINK "http://www.barb.co.uk/resources/barb-facts/how-we-do-what-we-do?
_s=4"barb-facts/how-we-do-what-we-do?_s=4
http://www.barb.co.uk/resources/barb-facts/faq