The Advertising Standards Authority (ASA) is a UK’s independent regulator of advertising across all media. The Advertising Standards Authority follows the advertising codes, which are written by the Committees of Advertising Practice. The ASA enforces these codes which prevent misleading, harmful or offensive advertisements by monitoring all media advertisement and if necessary intervening in wrongful activities.
Example 1 - E cigarettes
The makers claimed the ingredients in their liquid, which was heated to create a vapour, were tested in the UK and had been subject to a toxicology risk assessment to confirm that all of the ingredients were safe and the vapour caused no harm, however the company claimed that it was “harmless” and because of this misleading advertisement the asa banned it.
Example 2 - nestle
‘The Advertising Standards Authority has upheld a complaint against Nestlé over its marketing of infant formula in developing countries. The complaint concerned a 1996 newspaper advertisement in which Nestlé claimed that it had marketed infant formula “ethically and responsibly” both before and since the introduction of the international code of marketing of breast milk substitutes in 1981.’
Issue 1:
The complaints sparked up because people knew that the product had high sugar content, therefore it was questioned weather the ad influenced poor nutritional habits by suggesting the children should eat it for breakfast every day.
Issue 2:
‘Nestlé systematically undermines public health messages by, for example, claiming its formula 'protects' babies, when babies fed on formula are more likely to become sick than breastfed babies and, in conditions of poverty more likely to die’
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