Regulation + TV Broadcasting

There are two final bits you are required to do for pre-production both are due in Friday 28th November. 

1. A section on regulation issues (CAP, BCAP & ASA) 
2. A section on TV Broadcasting (what platform will your advert be on?)

We will cover TV Broadcasting in your first lesson of the week and you will have the second lesson to do the write up, as well as using some of the 4-hours of independent time. 

Regulation we have covered and the information is below.

DISTINCTION GRADE: How to answer regulation

• Who is CAP?
• Who is the BCAP? – this one is for BROADCAST (television)
• Download or view the CAP Code on-line (http://www.cap.org.uk/Advertising-Codes/~/media/Files/CAP/Codes%20CAP%20pdf/The%20CAP%20Code.ashx)
• Search section that covers your advert i.e. children,  food, environment, sales OR the more basic sections i.e. misleading advertising or harm and offence if there is not a specific section.
• Find rules that you have specifically adhered to (example below – Taylor Swift – Diet Coke)

In accordance to the CAP rules, I have ensured that my advert follows the protocols in order for it to be accepted onto broadcasting.

Rule 3.1 states that .1 Marketing communications must not materially mislead or be likely to do so”. Although my advert suggests that by drinking my product [diet-coke] causes an effect of cats to multiple, I have ensured that it does not mislead audience into thinking that this is actually the case. The advert is anti-realist as presents a situation that is outside of the realm of possibility, however I have also inserted the tagline “What if life tasted as good as Diet Coke?” which backs up the claim that this is a fictions situation.

My product is not aimed at children as the target audience is women aged 16  - 35 as supported by my celebrity endorsement and brand elements. Due to this I do not need to adhere to the CAP codes on Food and soft drink product advertisements and children.

• Who is the ASA?
• What is the purpose of the ASA?
• Who is Clearcast? **
• Example of an advert that has had some regulation issue – it would be good to be a similar product, to show an realistic example.

**The vast majority of TV and radio ads are pre-cleared before they are broadcast.

Under their licences broadcasters must take reasonable steps to ensure that the ads they broadcast are compliant with the UK Code of Broadcast Advertising.

To help them do this, the broadcasters have established and funded two pre-clearance centres:

   • Clearcast for television commercials 
   • The Radio Advertising Clearance Centre (RACC) for radio ads.