LO1: Ofcom Rules & Regulations For TV Advertising

Ofcom is public body, it regulates all media which is broadcasted to the general public. This for example being Radio, TV and so on. Ofcom sets out standards which broadcasters must comply with, Ofcom protects the general public from Scams and any harm that can result from the advertisement. 

The Ofcom rules include and are based to insure that the board are for example protecting under eighteens, criminal activity, harm and offence, difference of views and opinions, religious services and so on. 

An example of ofcom doing and helping the general public, is shown below in the article: 

Looking at this above you are able to see that Ofcom purpose is support the audience from any harm and this is shown as the article looks at how ofcom are asking the advertising bodies to review the rules in order to limit the exposure of TV alcohol advertising. 

The board makes sure that on public service channels that advertising used does not exceed an average of seven minutes per hour for every hour. Furthermore to this they insure that other channels do not exceed an average of nine minutes of television advertising for every hour of broadcasting. 

The types of advertisements that go up on channels are also affected by whom may be viewing, in the article it looks at restricting the exposure of alcohol adverts to young children. This for example being what can be screened on TV before 9pm watershed. These codes are beneficial as they help protect young children. 

The complaints gained are then judged by the use of the broadcasting codes. These rules not only cover harm and offence, but also some other areas. This being accuracy, sponsorship, impartiality and so on.

If Ofcom find a programme has broken these rules then it will be found in breach of code and Ofcom will then decide upon this decision. In some of the serious cases the board may need to serious action in for example fining the broadcaster. 

ASA

The ASA are set out law for advertisers, agencies and media owners to follow. The ASA include general rules that include the following: 

•         Advertising must be responsible
•         Must not mislead, or offend
•          Specific rules are set to cover advertising for children

                                                                                                                                                                      For example one rule would be not to include and allow children to be in a place on their own or be in strange place, they are also not permitted to initiate and talk to individuals they do not know.    

•  Specific rules are also aimed at specific area such as alcohol, gambling, motoring, health and financial products.

ASA will take action on behalf of the general public, this being that if an advert shown is misleading or shown to misrepresent. At this stage Ofcom will review and respond to complaints. ASA judge advertisements on a framework of the UK advertising codes, if the advertisement does then breach the UK advertising codes it will be withdrawn. All the adverts are passed to trough regulatory boards before they are able to broadcast.