Blog Post 3: The ASA BCAP Code

I researched the ASA BCAP code to make sure I wouldn't add anything unacceptable to my advert before I started planning. It was a good idea to make sure I knew what was and wasn't acceptable in adverts on TV.

- The ASA want to protect people, especially children by working to ensure that every advert on TV is appropriate.

I had to make sure:

-  It didn't condone the use of alcohol, restricted video games and using cars irresponsibly.

-  It doesn't encourage bad nutritional habits.

-  It doesn't promote foods high in fat and sugar (to lower the rate of obesity in the UK.)

-  It isn't misleading and is recognisable as an advert. 

-  Marketers don't speak falsely of their product.

-  It doesn't cause physical or mental harm especially to those under 18.

-  It shouldn’t be offensive to any race, religion or minority. 

-  It shouldn't pressure the watcher into buying the product.

-  It shouldn't hide any important information.

I looked at the Skittles 2014 advert that got banned everywhere it was broadcast:

I feel this is because: 

- It's content was offensive due to its sexual nature. 

- It was borderline pornographic which is another rule on the ASA BCAP code.

- It would be extremely inappropriate for any child under 18 to view.

- It is very misleading and you think you're watching something which isn't at all an advert at first.

When managing to get the code down to main categories to consider when designing my advert, I narrowed it down to accuracy, harm and offence, making claims without strong evidence, social responsibility around cars/driving and no alcohol or 18+ computer games to be shown throughout the running time of my advert. 

Source: ASA website