Assignment 2, Task 4 & 5

Task 4: Class report of ASA regulations, Copyright and Trademark for the age you are targeting (including references)

Task 5: Annotation of draft and Statement that your online ad conforms to advertising regulation for sign off

http://www.cap.org.uk/About-CAP/Our-role.aspx

How it works

The Advertising Codes are written and maintained by two industry bodies, the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). CAP is responsible for writing and maintaining the UK Code for Non-broadcast Advertising, Sales Promotion and Direct Marketing. BCAP is responsible for writing and maintaining the UK Code for Broadcast Advertising.

The Advertising Standards Authority (ASA) is the independent body that administers the Codes and investigates complaints. It is not a voluntary system - all ASA upheld adjudications are strictly enforced by a range of industry sanctions– and it is entirely funded by industry.

In addition to writing the Codes, CAP and BCAP also offer an extensive range of advice and training services to advertisers to help them abide by the rules. 

What do the Codes cover?

• Print and press ads
• Posters
• Direct mail
• Television and radio ads
• Competitions, special offers
• Email and text messages
• Internet (banners, pop-ups, virals, sponsored search, marketing communications on companies’ own websites and other non-paid for space under their control.) 
• Teleshopping 
• Cinema commercials
• Promotions 

Task 4: What are the codes around non broadcast advertising?  The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing

Research and complete your allocated slide on the presentation

• Daniel S: Misleading advertising
• Nigel: Harm and offence
• James: Children
• Shontiece: Privacy
• Kenny: Sales Promotion
• Roopa: Database Practice
• Daniel T: Weight control and slimming
• Tom: Food, supplements and health/nutrition claims
• Jeremiah: Alcohol
• Tim: Gambling
• Ashley: Motoring
• Ese: Recognition of marketing
• Josh: Copyright and trademarks - use of existing images or slogans, designs, https://www.copyrightservice.co.uk/copyright/intellectual_property

CAN I USE GOOGLE IMAGES FOR FREE ON MY WEBSITE OR BLOG?

Have you ever wondered if it was legal to use any image you found online through a Google search? Some of us want to use an image we find on Google for our website, brochures or blogs, but is that okay? you may not be a photographer or want to spend money purchasing images. So can you just jump on Google and use any image found there? Here’s the low down…

It is considered Illegal to use any image that holds a copyright without that owner’s permission or without purchasing a license that grants that permission. You may never be found out – however you may receive a threatening letter from companies like Getty Images with a lawsuit warning because you’ve illegally used their image on your site. These lawsuits could be $1000’s of dollars per image. No one wants this! But there’s GOOD NEWS – Google offers an Advanced Search option that helps you filter their Google images to only reveal those Google images that are Free License, royalty free, or open to the public for use in any way. These are the images that you’ll want to plug into your blog or website.

FIND GOOGLE IMAGES FOR FREE

Let’s say I was looking for a “Purple Butterfly” Image – and I went over to Google Images to search.

You’ll get all sorts of results, but which images are free to use?

CLICK ON ADVANCED SEARCH

As of August 2013 this is how the layout of Google Images looks. If you glance at the right side of your screen you’ll see a gear icon. Click on that opens a dropdown menu that offers “Advanced Search.” Click that.

This will allow all sorts of filtering options that you can set to narrow down the millions of results to images that you are able to use freely.

When you open this dropdown option you’ll find “FREE TO USE OR SHARE, EVEN COMMERCIALLY.” Then click “Advanced Search” and you’ll see the images that Google suggests are free for you to use.

DOUBLE CHECK IF YOUR IMAGE IS ROYALTY FREE

Even though these images are listed by Google as “Free to Use” you may still want to even Double Check. Remember that you always want to cover yourself from being sued, or even just stealing from someone out there who kindly asked you to not use their image. There’s another resource online called TinEye. It’s called a Reverse Image Lookup. This really cool free tool allows you to drag and drop an image into it’s search feature to verify the origin of a photo. Take a few extra moments before using a found image to go through this step. You’ll discover additional info about the image, get to see if it’s been used excessively, or even find its creative commons usage.

1. Choose an advert to apply the 'code' or 'rule' to.

How do these apply to these adverts? http://www.theguardian.com/media/asa

http://www.theguardian.com/media/2015/apr/29/beach-body-ready-ad-faces-formal-inquiry-as-campaign-sparks-outrage

http://www.theguardian.com/media/2015/jan/28/david-beckhams-tv-ad-for-whisky-cleared-by-advertising-watchdog

http://www.theguardian.com/media/2015/apr/29/mirage-e-cigarette-ad-banned-advertising

http://www.theguardian.com/media/2015/feb/25/tv-ad-worlds-slimmest-phone-banned-objectifying-women-kazam-asa 

Here is some examples of the analysis you would need to write:
http://sivagowsi.blogspot.co.uk/2010/10/homework-adverts-banned-by-asa.html

2. What rules are most significant to youth advertising?  http://youtu.be/cMBjmSQ1GDk & https://www.gov.uk/marketing-advertising-law/overview

3. Explain how CAP codes apply online banner ads (and not BCAP which is UK Broadcast Advertising), and explain how the ASA enforces complaints.