Aff ect displaysA B C D E F G H IJKL M N O P R S T U VXYZWor on behalf of, any organization or individual
whose objectives are or appear to be wholly or
mainly concerned with religion, faith or other
philosophies or beliefs (b) any other advertising
which appears to have a doctrinal objective (c)
advertising for commercial products or services
which refl ect doctrine’.
While the TV Code seeks to ‘prevent causing
offence to viewers generally or to particular
groups in society (for example by causing signifi -
cant distress, disgust or insult, by offending
against widespread public feeling)’, it recognizes
legitimate differences of opinion on certain
matters: ‘The ASA and BCAP will not act ...
where advertising is simply criticized for not
being in “good taste” unless the material also
off ends against generally accepted moral, social
or cultural standards. Apart from freedom of
speech considerations, there are often large and
sometimes contradictory differences in views
about what constitutes “bad taste” or what
should be deplored.’
On matters of redress, the ASA states: ‘Th e
vast majority of advertisers, promoters and direct
marketers comply [with the codes]. Th ose that do
not may be subject to sanctions. Adverse publicity
may result from the rulings published by the ASA
weekly on its website. Th e media, contractors and
service providers may withhold their services or
deny access to space. Trading privileges (includ-
ing direct mail discounts) and recognition may
be revoked, withdrawn or temporarily withheld.
Pre-vetting may be imposed and, in some cases,
non-complying parties can be referred to the
Offi ce of Fair Trading for action, where appropri-
ate, under the Control of Misleading Advertise-
ments Regulations.’
Th e ASA publishes regular news and reports
on its adjudications of high-profi le ad campaigns,
and it carries on its website (www.a.s.a.org.
uk) instructions on how the public can make
complaints, including a complaint form with
space for 1,500 words of explanation. See spon-
sorship: broadcast programmes (uk).
Advertising: targeted advertising Each
consumer leaves a ‘purchasing trail’ registered
either at the checkout of a shop or store or
by ordering goods and services online. This
trail constitutes a personal story in which the
consumer’s tastes and patterns of consump-
tion can be measured. Prior knowledge allows
companies to more accurately predict purchas-
ing behaviour. See surveillance.
Aesthetic Code See codes.
Aff ect displays See non-verbal behaviour;
repertoire.ent in broadcast and non-broadcast media – the
one licensed, the other not’.
Th e Committee of Advertising Practice (CAP)
revises and enforces the CAP Code, which is
‘primarily concerned with the content of market
communications’. Th e ASA endorses and admin-
isters the Code, ensuring that the self-regulatory
system works in the public interest. Th ere are
codes for non-broadcast media, radio and TV
and text services. Th e Non-Broadcasting Code
covers topics such as Decency, Honesty, Truth-
fulness, Matters of Opinion, Fear and Distress,
and Safety.
For example, Section 11, on Violence and
Anti-Social Behaviour, states that ‘marketing
communications should contain nothing that
condones or is likely to provoke violence or anti-
social behaviour’, while Section 13, Protection
of Privacy, urges marketers ‘to obtain written
permission before referring to or portraying
members of the public or their identifiable
possessions’; however, ‘the use of crowd scenes
or general public locations may be acceptable
without permission’.
Th e Broadcasting Committee of Advertising
Practice (BCAP) is under contract from Ofcom
to supervise advertising on radio and TV.
Section 9 of the Radio Code deals with Good
Taste, Decency and Off ences to Public Feeling:
‘Each station is expected to ... take into account
the sensitivities of all sections of its audience
when deciding on the acceptability or scheduling
of advertisements.’
Under Section 11, Children and Younger
Listeners, the code states that ‘prices of products
advertised to younger listeners must not be mini-
mized by words such as “only” and “just”’; nor
should ads ‘lead children to believe that unless
they have or use the product advertised they
will be inferior in some way to other children or
liable to be held in contempt or ridicule’. Inviting
children to ask Mum to ask Dad to buy an adver-
tised product also breaks the rules. Section 13 of
the Radio Code, Racial Discrimination, declares
that advertising ‘must not include any material
which might reasonably be construed by ethnic
minorities to be hurtful or tasteless’.
The TV Code covers similar ground to the
other codes. Section 4, Political and Controver-
sial Issues, states that no advertisement ‘(a) may
be inserted by or on behalf of any body whose
objects are wholly or mainly of a political nature
(b) may be directed towards any political end (c)
may have any relation to any industrial dispute
(with limited exceptions)’. Section 10 on Religion,
Faith, Systems of Belief forbids ‘(a) advertising by