Part C.

Regulation
The Advertising Standards Authority is the UKs independent regulator of advertising across all
media. We apply the Advertising Codes, which are written by the Committees of Advertising
Practice. Our work includes acting on complaints and proactively checking the media to take
action against misleading, harmful or offensive advertisement. (1)1
Advertisements need to be regulated because without a strict set of rules to abide by then an
advertisement may be offensive to certain types of audiences. An advertisement is broadcasted
to many different types people, and to ensure that an advertisement doesnt have any offensive
material within it for example: racism, sexism, discrimination against religion, inappropriate for
certain age types.
Who are OFCOM and what do they do?
OFCOM are The Office Of Communications and are known to regulate broadcasting and
telecommunications within the UK.
Why are OFCOM important?
Theyre important because they regulate and protect the mass audience from harsh/ offensive
content in advertisement. Their strict rules helps advertising companies to know what is allowed
and what isnt allowed to show their audiences.
- How are they funded
OFCOM are funded by fees, this fees are from industry for regulating communications and
broadcasting networks. Theyre also funded by the government.
- What act do they operate under?
OFCOM operates under many different acts of parliament. Some of these are:
- Communications act 2003
- Wireless Telegraphy act 2006
- Broadcasting Acts 1990 and 1996
- Digital Economy Act 2010
- Postal Services Act 2011
What is the difference between OFCOM and the ASA?
OFCOM and the ASA are very similar but have key differences which make them unique, they
both regulate and have rules for advertisements however they regulate different things,
BCAP are Broadcast Committee of advertising practice. Theyre responsible for regulating
broadcast advertisements and are in charge of maintaining the broadcast advertising standards
codes.
1

https://www.asa.org.uk/About-ASA.aspx

The BCAP codes are basically the outlining rules for advertisements, they must always be
abided by, the rules are followed by advertisers, media owners and agencies. These codes are
very specific on what is unappropriate material to advertise, adverts must not have: offensive
material or misleading information etc
Their are rules for alcohol, health, gambling and financial products.

https://www.asa.org.uk/About-ASA.aspx