Advertising Standards

Advertising Standards

The ASA is the independent, self-regulatory body for non-broadcast

advertisements, sales promotions and direct marketing in the UK. We

administer the British Code of Advertising, Sales Promotion and Direct

Marketing (The CAP Code) to ensure that advertisements are legal,

decent, honest and truthful.

CODE of advertising

All marketing communications should be legal, decent, honest and

truthful.

All marketing communications should be prepared with a sense of

responsibility

to consumers and to society.

All marketing communications should respect the principles of fair

competition

generally accepted in business.

No marketing communication should bring advertising into disrepute.

Marketing communications must conform with the Code. Primary

responsibility

for observing the Code falls on marketers. Others involved in

preparing and

publishing marketing communications such as agencies, publishers and

other

service suppliers also accept an obligation to abide by the Code.

Any unreasonable delay in responding to the ASA's enquiries may be

considered a breach of the Code.

The ASA and CAP will on request treat in confidence any genuinely

private or

secret material supplied unless the Courts or officials acting within

their

statutory powers compel its disclosure.

The Code is applied in the spirit as well as in the letter.

Business Stakeholders

=====================

Stakeholders are any group of people such as employees, suppliers,

customers and the local community, which have an interest in your

business.

BOOK! Page 317

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Pressure Groups

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A pressure group is an organisation or group of people, which try to

influence important decisions. The group will try to create or stop a

certain outcome from happening, fighting for what they believe in.

Allot of pressure groups are concerned with the welfare of the Earth

and the environment, such as the World Wide Fund For Nature and Green

Peace.

BOOK! Page 317

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Trade Description Act - pages 190,319