3. The ASA BCAP Code

I decided to research the ASA code in order to understand what it is I need to comply with when broadcasting on TV.  I must make sure that I adhere to all the rules which are required for adverts in general, in addition to the rules of food adverts, so my advert would be allowed to air on television.

The majority of my research was sourced from:
asa.org.uk
youtube.com (for videos or news on banned advertisements)

• ASA is the Advertising Standards Authority that operates in the UK to regulate advertising standards across forms of media such as TV and Radio.
• BCAP is the Broadcasting Committee of Advertising Practice is the regulatory body for advertisements which are broadcasted.  The code consists of 32 rules which much be adhered to for the advert to be considered 'suitable' for broadcasting.

I looked at some of the first rules that I needed to pay attention to, which were more general such as:

• there should be no attempts to mislead the audience; this includes omitting information, being ambiguous about information, intentionally hiding information or displaying it in an 'unitelligable' way.
• the advert must have some indicator of an identity, whether that's displaying a trading name, company name or the traders involved.
• adverts should not be based on subjective claims or opinions.
• content such as pornography, prostitution, guns and offensive weapons and the promotion of tobacco adverts are all prohibited from broadcasting.

An advert that challenged the ASA code would be the 'Dead Father' McDondald's advert, as it involved traumatic events which is against the broadcasting code.  As a result, it was banned from airing on television.

For my adverts specifically, I needed to look into regulations regarding food and how it should or should not be advertised.  The most significant regulations included:

• poor nutritional habits should not be encouraged.
• the advert must not include comparisons or criticisms against fresh fruit or fresh vegetables, as this demotes the average healthy diet which should be encouraged.
• the excessive consumption of food should not be displayed.
• health claims of the food being advertised must supported by documented evidence.
• health claims also should not insight fear in the audience; claims should not threaten or force the audience to consume the food product for the sake of their health.

In the food category, a Heinz Baked Beans advert was banned in February this year because it implied that Heinz Baked Beans had an equal nutritional value to a protein shake.

This was also done on the radio with Costa Coffee who criticised an avocado breakfast due to the "frustration and unpredictability" involved and suggest that their egg rolls or muffins are better.

Looking at the ASA code and BCAP code has been essential in developing my understanding of how I need to present the narrative of my advert, so it is appropriate for airing on television.  I need to ensure that in my advert I am not comparing fresh fruit and vegetables to the food of the delivery service, similarly to Costa or Heinz as this appears to be a common flaw within food adverts in the food industry.  I will make sure that I am aware of all the rules that apply to my advert, before I start filming.