Blog Post 3: The ASA BCAP Code

I researched the ASA BCAP code so I could find out what I would not be allowed to show in my adverts. I did this by visiting the official ASA website and reading through their relevant guidelines finding what would be applicable to my adverts.


The main principles from the ASA I noted were that:

• The advert cannot cause distress or contain anything that is likely to cause physical or mental harm
• No loud or obnoxious sounds can be used
• Cannot encourage child obesity
• We are a food delivery service so I cannot imply any unhealthy habits
• Obvious exaggerations ("puffery") and claims that the average consumer who sees the advertisement is unlikely to take literally are allowed provided they do not materially mislead
• Must a very obvious exaggeration that the viewer could recognize
• Subjective claims must not mislead the audience; advertisements must not imply that expressions of opinion are objective claims
• Can't say promises without proof
• Advertisements that include a comparison with an identifiable competitor must not mislead, or be likely to mislead, consumers about either the advertised product or service or the competing product or service.
• There is a thin border when talking about competitors

The 3 chapters that were most relevant to my adverts. These can be found at
https://www.asa.org.uk/codes-and-rulings/advertising-codes/broadcast-code.html

This research helped my project as it helped me rule out ideas that were inappropriate and broke the ASA codes.  I was also able to read the code in greater detail than I already knew, for example, I cannot feature any video games that have certain age restrictions and I cannot involve alcohol in my advert, both aspects that impacted an advert.