In the UK, all broadcasting adverts have to adhere to the Code Of Broadcast Advertising which was created by the ASA ( the independent regulator of advertising across all media within the UK).
Advertisers must consider the rules of the code when making a broadcast advert to be aired in the UK and comply to the code's rules or else the advert broadcast cannot be shown to the general public. The rules cover various issues such as privacy and adverts on child focused channels and stations.
I cannot, for instance, put misleading information into the radio advert or television adverts that I will be making. It is considered highly unfair to consumers and an audience to misrepresent the the subject f the advert as well as inaccurately inform the viewer about the aspects of the subject of the advertisement. I would not, for example, be able to imply that the new chocolate bar that I am advertising will decrease blood pressure levels when eaten when in reality it can actually increase blood pressure.
The advertising codes have been set out to ensure that advertising does not mislead harm or offend anyone. Advertisements must also be socially responsible and must be prepared in line with the principles of fair competition. These principles are applied throughout every type of advertising not matter what it is.
Furthermore depending on the product being advertised there are specific rules for certain products and marketing techniques. For example, rules for alcoholic drinks, health and beauty claims, children, medicines, financial products, environmental claims, gambling, direct marketing and prize promotions.
The advertising codes have been set out to ensure that advertising does not mislead harm or offend anyone. Advertisements must also be socially responsible and must be prepared in line with the principles of fair competition. These principles are applied throughout every type of advertising not matter what it is.
Furthermore depending on the product being advertised there are specific rules for certain products and marketing techniques. For example, rules for alcoholic drinks, health and beauty claims, children, medicines, financial products, environmental claims, gambling, direct marketing and prize promotions.
The guidelines that the ASA set must be followed to the fullest as each advert must be verified before being allowed to be broad. This is why my television adverts and my radio advert (which has it's own specific guidelines) will stay in line with the rules of the Code Of Broadcast Advertising. Since adhering to regulations of advertisements is also a convention my adverts will follow the rules otherwise they would not be realistic or effective to the viewer.
Useful to know what you can and cannot do. Apart from misleading information what else can't you put into your adverts? As your product is for chocolate have to check regulations in relation to young people and advertising?
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