Task 11

1. by advertisers at an arms length agreement

2. Making advertisements safe/responsible
3. Self-regulation means that the ASA has paid for its own
regulation
4. The ASA will impose that the advert is either withdrawn or
amended

Task 12
1. All advertisers, agencies and media
2. The central principle for all marketing communications is that
they should be legal, decent, honest and truthful. All marketing
communications should be prepared with a sense of
responsibility to consumers and society and should reflect the
spirit, not merely the letter, of the Code.
3.
1.1

Marketing communications should be legal, decent, honest

and truthful.

1.2

Marketing communications must reflect the spirit, not

merely the letter, of the Code.

1.3

Marketing communications must be prepared with a sense

of responsibility to consumers and to society.

1.4

Marketers must comply with all general rules and with

relevant sector-specific rules.

1.5

No marketing communication should bring advertising into

disrepute.

1.6

Marketing communications must respect the principles of

fair competition generally accepted in business.

1.7

Any unreasonable delay in responding to the ASAs

enquiries will normally be considered a breach of the Code.

1.7. The full name and geographical business address of the

1
marketer must be given to the ASA or CAP without delay if

requested.
Marketing communications must comply with the Code.
Primary responsibility for observing the Code falls on
marketers. Others involved in preparing or publishing
1.8
marketing communications, such as agencies, publishers
and other service suppliers, also accept an obligation to
abide by the Code.
Rules in Appendix 3 apply only to third parties as defined.
If the ASA is unable to identify the relevant third party, the
1.8. advertiser - on behalf of whom the OBA advertisement is
1
delivered to web users - must, in good faith, co-operate
with the ASA to help determine the identity of the third
party.
1.9 Marketers should deal fairly with consumers.
Legality

1.10

Marketing
communications
should comply
with the law and
should not incite
anyone to break
it.

1.10.1

Marketers must
not state or imply
that a product can
legally be sold if it
cannot.

4. Different sections of advertising that the codes cover

codes Preface Information
codes 01 Compliance
maketing communications
children
privacy

political
sales
distance
database
environment
medicines
weight
financial
food
gambling
lotteries
alcohol
motoring
working
health
system
History of self-regulation
codes Appendix 1
codes Appendix 2
codes Appendix 3
5. children - Care should be taken when featuring or
addressing children in marketing communications
The way in which children perceive and react to marketing
communications is influenced by their age, experience and the
context in which the message is delivered. Marketing
communications that are acceptable for young teenagers will not
necessarily be acceptable for younger children. The ASA will take
those factors into account when assessing whether a marketing
communication complies with the Code.

privacy - Individuals should be protected from

unwarranted infringements of privacy

sales- A sales promotion can provide an
incentive for the consumer to buy by using a
range of added direct or indirect benefits,
usually on a temporary basis, to make the
product more attractive. A non-exhaustive list
of sales promotions includes: "two for the
price of one" offers, money-off offers, text-towins, instant-wins, competitions and prize
draws. The rules do not apply to routine, nonpromotional, distribution of products or
product extensions, for example one-off
editorial supplements (in printed or electronic
form) to newspapers or magazines.
Distance- Most business-to-consumer distance
selling contracts are subject to the Consumer
Contracts (Information, Cancellation, and
Additional Charges) Regulations 2013.
Contracts that wholly consist of exempt
activities are not subject to the Regulations.
These exemptions relate to:
gambling;
banking, credit, insurance, personal pension,
investment or payment services;
the creation of or rights in immovable
property;
residential rental agreements;
construction of new or substantially new
buildings;
foodstuffs, beverages or goods intended for
regular, general household consumption;
package holidays, tours or travel; and
certain aspects of timeshare, long-term
holiday product, resale and exchange
contracts