How does my campaign meet the ASA advertising code?
My campaign meets the ASA's advertising codes as it is not misleading, and causes no harm or offence. In terms of avoiding misleading information, my campaign has been produced with total transparency with my audience. Furthermore the ASA has two main advertising codes: CAP Code, which covers all non-broadcast ads, including print, online, social media, sales promotions, and direct marketing; and BCAP Code, which applies to all tv and radio advertisements, including teleshopping and sponsorship credits on OFCOM-licensed services. For my campaign, my poster and web banners would be covered by the CAP Code, whilst my audio visual advertisement would be covered by the BCAP Code. However, I actually intend to advertise this video online, which would be classed as non-broadcast advertising, so therefore it is covered by the CAP Code. Even though all my campaign is covered by the CAP Code, it still is required to be legal, and truthful, and also clearly identifiable as an advertisement. I am also following the ASA's compliance code and requirements as my campaign isn't featuring any illegal nor decent and misleading content, meaning my campaign is fully legal. The other media products I produced for this campaign (e.g. the poster, and the web banner) also more specifically meet the ASA's advertising codes due to all the initial reasoning. By following the CAP code, I have ensured my campaign is not misleading, and causes no harm nor offense to its intended target audience.
How does my campaign meet OFCOM's advertising code?
For my video part of my campaign, I have ensured that it meets OFCOM's advertising code for television marketing. For example, OFCOM's 'section three: Crime, disorder, hatred and abuse' is a code that I ensured I abided by. This meant that all demographics presented would have to be portrayed respectfully and truthfully - I did this through celebrating that the business is queer owned and celebrates its feminist target audience. Additionally, OFCOM's advertising codes and requirements involve them requiring adhering to the BCAP Code, and they impose this through sanctions, fines or even license revocation if businesses breech. My campaign follows these codes, not breeching them, by ensuring that everything is legal and truthful, meaning it follows ASA's code 3. Furthermore, as per OFCOM's further codes and requirements, I'm not defaming my client as everything created is truthful, and is approved by the business themselves. Whilst for my poster and the web banners, I have ensured these meet OFCOM's advertising code by ensuring I am adhering to the correct code applied to these types of medias, and also similarly to the television marketing advertising code section 3, I will ensure that the minorities depicted and represented in my poster and web banner are represented respectfully and truthfully.
