„Advertising Standards Authority (Vereinigtes Königreich)“ – Versionsunterschied
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Die '''Advertising Standards Authority (ASA)''' ist eine Organisation der [[Vereinigtes Königreich|britischen]] Werbebranche; eine nichtstaatliche Organisation, welche Aufgaben der freiwilligen [[Selbstverpflichtung]] übernimmt und daher keine Gesetze auslegen oder durchsetzen kann. Ihr Kodex für Werbepraktiken spiegelt jedoch in vielen Fällen die Gesetzgebung weitgehend wider. Die ASA wird nicht von der britischen Regierung finanziert, sondern von einer Abgabe auf die Werbeanzeigen. In Deutschland entspräche dies dem [[Zentralverband der Deutschen Werbewirtschaft|Deutschen Werberat]], bzw. in Österreich dem ''Österreichischen Werberat''. |
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{{EngvarB|date=September 2017}} |
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[[Datei:United Kingdom Advertising Standards Authority logo.svg|mini|Logo der United Kingdom Advertising Standards Authority]] |
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{{Use dmy dates|date=September 2017}} |
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== Aufgaben == |
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{{Infobox organization |
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Die Aufgabe der Organisation, in den Zeitungen auch schon mal als „Watchdog“ (Wachhund) tituliert, besteht darin, „den Inhalt von Werbung, Verkaufsförderung und Direktmarketing in Großbritannien zu regulieren“, indem Beschwerden untersucht und jeweils entschieden wird, ob diese Werbung den Werbestandards entspricht. Die Kodizes sehen vor, dass Vermarkter vor dem Verteilen oder Einreichen einer Marketingmitteilung zur Veröffentlichung dokumentarische Nachweise vorlegen müssen, um alle direkten oder impliziten Behauptungen nachzuweisen, die objektiv begründet werden können und dass „keine Marketingmitteilung irreführend sein sollte oder eine Irreführung durch Ungenauigkeit, Mehrdeutigkeit, Übertreibung, Unterlassung oder auf andere Weise möglich wird“. Die ASA schränkte auch die Werbeanzeigen mit leicht bekleideten Frauen ein. |
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| image = United Kingdom Advertising Standards Authority logo.svg |
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| alt = <!-- alt text; see [[WP:ALT]] --> |
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| caption = |
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| motto = |
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| predecessor = |
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| successor = |
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| type = NGO |
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| status = <!-- ad hoc, treaty, foundation, etc --> |
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| purpose = Advertising regulator |
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| headquarters = Mid City Place, 71 [[High Holborn]], London |
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| coords = <!-- Coordinates of location using a coordinates template --> |
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| language = <!-- official languages --> |
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| leader_title = Chairman |
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| leader_name = [[David Currie, Baron Currie of Marylebone]] |
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| leader_title2 = Chief Executive |
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| leader_name2 = Guy Parker |
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| key_people = |
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| main_organ = ASA Council and Board |
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| parent_organization = <!-- if one --> |
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| affiliations = <!-- if any --> |
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| budget = |
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| remarks = |
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| name = Advertising Standards Authority |
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| image_border = |
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| size = default 200p |
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| abbreviation = ASA |
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| region_served = United Kingdom |
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| membership = |
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| general = <!-- Secretary General --> |
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| website = {{URL|asa.org.uk}} |
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| former name = |
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}} |
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Der Aufgabenbereich der Werbekontrolle erstreckt sich von [[Druckerzeugnis|Printmedien]] über Rundfunkangebote, Internet und Direktmarketing. Auch kurzfristige Werbeaktionen, wie Angebote oder Schlussverkäufe werden von der ASA überwacht. Die Kontrolle der Rundfunkwerbung wurde 2004 von staatlicher Stelle auf die ASA übertragen. |
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The '''Advertising Standards Authority''' ('''ASA''') is the [[self-regulatory organization|self-regulatory organisation]] of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its [[CAP Code|code of advertising practice]]<ref>{{cite web|url=http://www.asa.org.uk/asa/about/ |title=About the Advertising Standards Authority |accessdate=10 October 2008 |archiveurl=https://web.archive.org/web/20081015205424/http://www.asa.org.uk/asa/about/ |archivedate=15 October 2008 |url-status=dead }}</ref> broadly reflects legislation in many instances. The ASA is not funded by the [[Her Majesty's Government|British government]], but by a levy on the advertising industry. |
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Dabei werden in der Regel nur Anzeigen berücksichtigt, die in den letzten drei Monaten geschaltet oder veröffentlicht wurden, obwohl es einige Ausnahmen von dieser Regel gibt und zwar in Fällen, in denen der Beschwerdeführer nicht wissen konnte, dass die Anzeige zum Zeitpunkt ihres Erscheinens irreführend war, z. B. eine Werbung für eine langfristige Investition. |
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Its role is to "regulate the content of advertisements, sales promotions and direct marketing in the UK" by investigating "complaints made about ads, sales promotions or direct marketing", and deciding whether such advertising complies with its advertising standards codes.<ref name="about ASA">{{cite web| url= http://www.asa.org.uk/asa/about/short_guide/| title= Advertising Standards Authority: A short guide to what we do| accessdate= 10 October 2008| archiveurl= https://web.archive.org/web/20081111072747/http://www.asa.org.uk/asa/about/short_guide/| archivedate= 11 November 2008| url-status= dead| df= dmy-all}}</ref> These codes stipulate that "before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation" and that "no marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise".<ref>{{cite web| url= http://www.asa.org.uk/asa/codes/cap_code/ShowCode.htm?clause_id=1489| title= The CAP Code: Substantiation Rule| accessdate= 10 October 2008| archiveurl= https://web.archive.org/web/20080916230812/http://www.asa.org.uk/asa/codes/cap_code/ShowCode.htm?clause_id=1489| archivedate= 16 September 2008| url-status= dead| df= dmy-all}}</ref><ref>{{cite web|url=http://www.asa.org.uk/asa/codes/cap_code/ShowCode.htm?clause_id=1502 |title=The CAP Code: Truthfulness Rule |accessdate=10 October 2008 |archiveurl=https://web.archive.org/web/20080915153343/http://www.asa.org.uk/asa/codes/cap_code/ShowCode.htm?clause_id=1502 |archivedate=15 September 2008 |url-status=dead }}</ref> The agency has also restricted ads featuring scantily clad women.<ref>http://www.mtv.co.uk/life/news/this-femfresh-shaving-product-ad-has-just-been-banned-for-objectifying-women</ref> |
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== Organisation == |
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Guy Parker has been chief executive of the ASA since June 2009; his salary for this role is £120,000.<ref>{{cite news |title=Close-up: Confident Parker settles into the ASA hot seat |newspaper=[[LexisNexis]] |date=17 July 2009 |url=http://www.allbusiness.com/marketing-advertising/marketing-advertising-channels/12603037-1.html |accessdate=29 September 2010}}</ref> |
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1961 gründete die ''Advertising Association'' (vergleichbar dem [[Zentralverband der Deutschen Werbewirtschaft]]) das ''Committee of Advertising'' Practice (CAP), welche kurz darauf den sogenannten „Code of Advertising Practice“ („CAP Code“) ausarbeitete. 1962 richtete die Industrie die ''Advertising Standards Authority'' ein, wobei es sich aufgrund des privatwirtschaftlichen Charakters um keine übliche ''Authority'' (Behörde) handelt. Sie soll lediglich über Beschwerden zu entscheiden, die Werbeverstöße gegen den neuen Kodex nachgehen und beurteilen. Um Interessenskonflikte zu vermeiden arbeitet die ASA unter einem von Industrie und Werbebranche unabhängigen Vorsitz. |
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==History== |
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In 1961 the [[Advertising Association]] established the [[Committee of Advertising Practice]] (CAP) to draft the British Code of Advertising Practice (the [[CAP Code]]). In 1962 the industry set up the Advertising Standards Authority (so named even though it is not a public authority in the usual sense) to adjudicate on complaints that advertisements had breached the new Code. The ASA operated under an independent chairman who was to have no vested interest within the industry. |
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Seit 2009 wird die Advertising Standards Authority von Guy Parker geleitet.<ref>[https://www.campaignlive.co.uk/article/close-up-confident-parker-settles-asa-hot-seat/922617 Close-up: Confident Parker settles into the ASA hot seat] auf Campaign vom 17. Juli 2009</ref> |
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Not long after the inception of the ASA the Molony Committee considered but rejected proposals to introduce a system to regulate the advertising industry by statute. The Committee reported that it was satisfied that the industry could be regulated effectively from within by the ASA. A guarded comment within the report, however, warned that the self-regulatory system depended upon the satisfactory working of the ASA and the maintaining of acceptable standards.<ref name="History of ASA">[http://www.asa.org.uk/asa/about/history "History of Ad Regulation"] {{webarchive |url=https://web.archive.org/web/20060422081246/http://www.asa.org.uk/asa/about/history |date=22 April 2006 }} Information on the history of advertising regulation on the ASA website</ref> |
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== |
== Finanzierung == |
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Das Broadcast Advertising Standards Board of Finance (BASBOF) erhebt eine freiwillige Abgabe auf die veröffentlichte Werbung, üblicherweise 0,1 % auf Display-Werbung (z. B. 0,1 % der Kosten für die Platzierung einer Fernsehwerbung). Die Gelder werden anonym an die ASA weitergeleitet. Dies soll sicherstellen, dass die Organisation nicht weiß, wer zu ihrer Finanzierung beigetragen hat und soll Zweifel an den unabhängigen Entscheidungen der ASA vermeiden. |
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===Print media=== |
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Typically, advertisements that fall in paid-for spaces in newspapers (both national and regional) and magazines published in the UK fall within the ASA's remit. This category covers reciprocal arrangements not involving actual payments of money. [[Advertorial]]s are also within the bodies remit as long as a reciprocal arrangement of some kind is in place and control over the content of the advertorial lies with the advertiser. If the editor of the publication maintains control over the advertorial, however, the piece is likely to be seen as editorial rather than advertising. |
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== Besondere Entscheidungen == |
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===Broadcast media=== |
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In November 2004, control of the regulation of broadcast advertising, formerly undertaken by state bodies, was handed over to the ASA on a provisional two-year contract. [[Sponsor (commercial)|Sponsorship]] credits are considered to be part of programming content and therefore fall outside the ASA's remit. Claims on [[shopping channel]]s can generally be considered by the ASA, but complaints about non-delivery of items are unlikely to be taken up by the ASA unless there is evidence that the shopping channel has misled people or that the non-delivery is a widespread problem. |
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* Die 2004 getätigte Werbeaussage der Computerfirma [[Apple]] mit dem [[Power Macintosh#Power Mac G5|Power Mac G5]] den „schnellsten Personal Computer der Welt“ zu verkaufen wurde als irreführend eingestuft.<ref>{{Webarchiv|url=https://www.technewsworld.com/story/34425.html |wayback=20210214003129 |text=ASA Slams Apple on Mac Ad Claims }} in Technewsworld vom 11. Juni 2004. Abgerufen am 7. April 2024.</ref> |
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===Direct marketing=== |
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[[Direct Marketing|Direct mailings]], [[Flyer (pamphlet)|circulars]], [[Pamphlet|leaflets]], [[E-mail spam|unsolicited emails]], [[brochure]]s and [[mail-order catalog|catalogues]] are all typically within the ASA's remit. Items such as [[Public transport timetable|timetables]] and price lists are, however, usually outside its remit. Private correspondence, such as a doctor's letter or a [[Bill (payment)|bill]], is also outside its remit, though a leaflet included with the private correspondence would be covered if it promotes a new or different product. |
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* Im August 2008 wurde Anstoß an einer Werbung Apples genommen, die mit dem [[iPhone]] den Zugriff auf das „ganze Internet“ versprach. Laut ASA sei dies irreführend, da das iPhone weder mit [[Adobe Flash]] noch mit [[Java (Programmiersprache)|Java]] umgehen könne und deshalb nicht in der Lage sei „all parts of the internet“ darzustellen.<ref>[https://www.fscklog.com/2008/08/asa-iphone-werb.html ASA: iPhone-Werbung für "ganzes Internet" ist irreführend] auf fscklog vom 27. August 2008 (deutsch)</ref> |
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===Internet=== |
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The ASA's remit has since March 2011 covered claims that appear on a company's own website,<ref>{{cite web|url=http://www.cap.org.uk/CAPServices/Digital-remit-advice.aspx |title=ASA Digital Remit Advice |date=13 February 2011 |publisher=ASA Committee of Advertising Practice |accessdate=13 February 2011 |url-status=dead |archiveurl=https://web.archive.org/web/20110217022315/http://www.cap.org.uk/CAPServices/Digital-remit-advice.aspx |archivedate=17 February 2011 }}</ref> as well as covering claims that appear in paid-for spaces on the Internet, including [[pop-up ad|pop up ads]], [[web banner|banner ads]] and sponsored links. The non-geographical nature of the Internet can make it hard to determine whether the ASA's remit applies. Online sales promotions (see below) are within the ASA's remit as long as they appear in "British web space". |
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* Nicht beanstandet hingegen wurde eine Anzeige der atheistischen Gruppe [[Atheist Bus Campaign]], welche die Existenz Gottes anzweifelte: „There is probably no God“. Christliche Gruppen versuchten vergeblich sich auf die Regeln der ASA (CAP) berufend, zu beschweren.<ref>[https://www.dailymail.co.uk/news/article-1126226/Atheist-theres-probably-God-campaign-did-NOT-breach-advertising-code-rules-watchdog.html Atheist 'there's probably no God' campaign did NOT breach advertising code, rules watchdog] in [[Daily Mail]] vom 21. Januar 2009</ref> |
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===Sales promotions=== |
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The [[Institute of Sales Promotion]] (ISP), working to the same code as the ASA, can refer complaints to the ASA when it believes that there has been a breach of the rules on sales promotions rules. There has been no clear definition of what a sales promotion is for the purpose of the code, but examples include: |
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* [[Buy one, get one free]] (BOGOF) offers |
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* 25% extra free offers |
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* [[Discounts and allowances|Discount]]ed purchase offers |
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* [[Loyalty program|Loyalty reward schemes]], such as [[Air Miles]] |
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* [[Scratchcard|Scratch cards]], [[Lottery|lotteries]], [[Sweepstakes|prize draws]]. |
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* Als im Juli 2009 der [[Tourismus in Israel|israelische Tourismus]] in Großbritannien mit einem Plakat warb, in dem das [[Westjordanland]], der [[Gazastreifen]] und die [[Golanhöhen]] als Teil [[Israel]]s abgebildet waren, protestierte die in England und [[Wales]] ansässige [[Palestine Solidarity Campaign]], die Jews for Justice for Palestinians sowie 442 Bürger bei der ASA gegen diese Darstellung. Daraufhin beschloss die Kontrollorganisation ein Verbot dieses Plakats. Das [[Ministerium für Tourismus (Israel)|israelische Tourismusministerium]] beteuerte lediglich die Region als Ganzes zu touristischen Zwecken abgebildet zu haben und keine politische Aussage damit getätigt haben zu wollen.<ref>[https://www.theguardian.com/media/2009/jul/15/asa-israel-tourism-poster Israeli tourism posters banned by watchdog over controversial map] in [[The Guardian]] vom 15. Juli 2009</ref> |
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Not all offers that give the consumer something free with a particular purchase may be considered sales promotion. For example, a mobile phone deal that offers a free [[Bluetooth]] headset may be considered as part of a package deal rather than a sales promotion. |
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* Die Behauptungen des französischen Kosmetikherstellers [[L’Oréal]] ihr [[Mascara (Kosmetik)|Mascaraprodukt]] habe auf natürliche Wimpern einen ähnlichen Effekt wie das Aussehen ihrer aktuellen Werbeträgerin Schauspielerin [[Penélope Cruz]] suggeriert, wurden von der ASA als übertrieben kritisiert.<ref>[https://www.reuters.com/article/lifestyleMolt/idUSL2583702620070725 L'Oreal rapped over Penelope Cruz mascara ads], Meldung von [[Reuters]] vom 25. Juli 2007</ref> |
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===Time limit=== |
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The ASA typically considered only advertisements that have appeared within the previous three months, although there are some exceptions to this rule, namely in cases where it was not possible for the complainant to know that the advertisement was misleading at the time it appeared, such as an advertisement for a long-term investment. |
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* Zwei spätere Werbeanzeigen des Herstellers wurden 2011 beanstandet und untersagt, nachdem die schottische liberaldemokratische Politikerin [[Jo Swinson]] Beschwerden über Anzeigen für von L’Oréal hergestellte [[Foundation (Kosmetik)|Foundation-Produkte]] eingereicht hatte. Bei den veröffentlichten Anzeigen der firmeneigenen Marken [[Lancôme]] und [[Maybelline]], welche mit den Gesichtern der Schauspielerin [[Julia Roberts]] und dem Supermodel [[Christy Turlington]] warben, wurde festgestellt, dass die Abbildungen nicht repräsentativ für die Ergebnisse sind, die diese Produkte tatsächlich erzielen können. ASA bestätigte, dass beide Anzeigen ohne die Hilfe von Vorher- und Nachher-Aufnahmen irreführend seien und eine zukünftige Veröffentlichung untersagt.<ref>[https://www.natlawreview.com/article/about-face-lanc-me-s-airbrushed-makeup-ads-banned-uk About Face: Lancôme's Airbrushed Makeup Ads Banned in the UK] in The National Law Review vom 21. August 2011</ref> |
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==Complaints procedure== |
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{{unreferenced section|date=May 2013}} |
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* Im September 2011 leitete die ASA eine förmliche Untersuchung von [[TripAdvisor]] ein, nachdem sie eine Beschwerde des britischen Verbraucherschutzunternehmens ''KwikChex'' und zweier Hotels erhalten hatte, wonach die Behauptungen TripAdvisors, vertrauenswürdige und ehrliche Bewertungen von Reisenden abzugeben, falsch seien.<ref>[https://www.theguardian.com/media/2011/sep/02/tripadvisor-asa-investigation-reviews TripAdvisor faces ASA investigation after review complaints] von Mark Sweney in The Guardian vom 2. September 2011</ref> Die ASA stellte fest, dass TripAdvisor „nicht behaupten oder implizieren sollte, dass alle Bewertungen von echten Reisenden stammen oder ehrlich, echt oder vertrauenswürdig sind“. TripAdvisor wurde angewiesen, den Slogan „Bewertungen, denen Sie vertrauen können“ („Reviews you can trust“) von seiner britischen Website zu entfernen. Der Slogan des Hotelbewertungsbereichs wurde in „Bewertungen aus unserer Community“ geändert. |
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===Data protection=== |
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The ASA needs the full name and address of the complainant to ensure that the complaint is legitimate. These details are never disclosed without the complainant's permission, in accordance with the [[Data Protection Act 1984|Data Protection Act 1998]]. The only cases where the ASA might ask the complainant for their permission to be named relate to complaints that a consumer has not yet received goods or wishes to be removed from a marketer's database. Even in these cases the ASA can reveal details only with the express permission of the complainant. |
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* [[Nestlé]] darf nicht mehr behaupten, sie würden ihre Babymilch „ethisch und verantwortungsvoll“ vermarkten. Beweise, die von der [[International Baby Food Action Network]] vorgelegt wurden, stützen dieses Vorgehen der ASA, welche zudem anmerkte, dass Nestlé „zu weit gegangen“ sei.<ref>[https://www.marketingweek.com/nestle-loses-asa-battle/ Nestlé loses ASA battle] in Marketingweek vom 4. Februar 1999</ref> |
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If the complaint comes from a competitor or someone with a trade or vested interest with the advertiser about which they are complaining, the ASA requires the company to agree to be named. This, according to the ASA, limits the number of petty or retaliatory complaints. The ASA proceeds only with the express permission of the complainant for their organisation to be named. |
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== Einzelnachweise == |
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===Investigations=== |
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<references /> |
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The ASA begins an investigation by contacting the advertiser for its views on the advertisement and, where appropriate, substantiation of claims made in it. The ASA may on occasion seek advice from industry experts on more complex issues. |
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== Weblinks == |
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Once the investigation is complete, a draft recommendation is sent to both the advertiser and the original complainant for any comments, with a request to keep this confidential until publication of the final report. The draft recommendation is then submitted to the independent Advertising Standards Authority Council, which adjudicates on ASA investigations. The ASA Council then discusses the complaint and the draft recommendation, and votes on whether to uphold the complaint or not. The adjudication in full is subsequently posted on the ASA's website, and made available to the press and the general public. |
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* [https://www.asa.org.uk/ Offizielle Website] |
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[[Kategorie:Organisation (Werbung)]] |
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===Appeals procedure=== |
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[[Kategorie:Gegründet 1962]] |
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If there are grounds for an appeal against an adjudication, the case is reviewed by the Independent Reviewer. |
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A request for an independent review must be made within 21 days of the adjudication, and in writing direct to the independent reviewer, stating the grounds for appeal. Only the advertiser or the original complainant may request an appeal. |
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There are two grounds upon which an appeal can be lodged: |
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* Additional evidence (if it is the advertiser that has brought additional evidence to bear, it must explain why the evidence was not available during the investigation) |
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* Substantial flaw in either the ASA Council's adjudication or the investigation |
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The Independent Reviewer's decision as to whether or not to accept an appeal is final. Similarly, the ASA Council's adjudication on a reviewed case is also final. |
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==Sanctions== |
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===Bad publicity=== |
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The ASA publishes weekly adjudications on its website every Wednesday. |
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===Copy Advice=== |
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The ASA can order advertisers not to advertise unless the CAP Copy Advice team has seen the advertisement first and allowed the advertisement to go ahead. For example, the ASA told [[French Connection (clothing)|French Connection UK Ltd]], which makes the FCUK branded clothing, to have all its advertisements pre-vetted by the CAP Copy Advice team. |
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===CAP Compliance Team=== |
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The CAP Compliance Team is the enforcement arm of the ASA and CAP. The Compliance Team works to ensure that advertisers remove their problematic claims. The Compliance Team does not report back to complainants, nor does it publish the results of its work. However, part of its work does involve contacting media owners and telling them not to take any advertisements from problematic advertisers until the CAP Copy Advice team has pre-vetted the advertisements. |
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===Office of Fair Trading=== |
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The [[Office of Fair Trading]] (OFT) has powers to fine companies and bring legal actions against them. If the ASA has trouble with a repeat offender, it can refer the matter to the OFT under the Control of Misleading Advertisements Regulations 1988. |
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===Ofcom=== |
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The ASA can also refer problematic broadcast advertisers to [[Ofcom]]. Broadcasters have ultimate responsibility for advertisements shown on their channels and are therefore directly answerable to Ofcom, their licensing authority. Ofcom has powers to fine or revoke licences. For example, following more than 1,000 complaints to the ASA about the [[shopping channel]] [[Auction World.tv]], the ASA referred the matter to Ofcom, which found the company in breach of its licence and fined it. Auction World.tv ended up in [[administration (insolvency)|administration]] and went out of business. |
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==Noteworthy rulings== |
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===Apple Inc.=== |
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[[Apple Inc.|Apple]] has been involved in two major rulings by the ASA; its claim to be selling "the world's fastest personal computer" in 2004, its [[Power Mac G5]] system, was judged to be unsubstantiated. The complaints against two other claims made in advertising for the product were not upheld.<ref> |
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{{cite web |
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|url=http://www.asa.org.uk/asa/adjudications/non_broadcast/Adjudication+Details.htm?Adjudication_id=38051 |
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|title=ASA Non-broadcast Adjudication: Apple Computer UK Ltd |
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|date=9 June 2004 |
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|publisher=ASA |
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|accessdate=27 October 2008 |
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|archiveurl=https://web.archive.org/web/20080925185222/http://www.asa.org.uk/asa/adjudications/non_broadcast/Adjudication%2BDetails.htm?Adjudication_id=38051 |
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|archivedate=25 September 2008 |
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|url-status=dead |
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|df=dmy-all |
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}} |
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</ref> Later, in August 2008, an advertisement for the [[iPhone]] was banned because of false claims that it could access "all of the Internet"{{emdash}}due to its lack of support of major [[Plug-in (computing)|plug-ins]] such as [[Adobe Flash|Flash]].<ref name="asaiphoneban">{{cite web|url=http://www.tomshardware.co.uk/iPhone-ad-UK-ASA,news-29046.html|title=UK iPhone Ad Banned for False Advertising |date=29 August 2008|accessdate=3 December 2008}}</ref> |
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===Atheist Bus Campaign=== |
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{{main article|Atheist Bus Campaign}} |
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On 21 January 2009 the ASA ruled that an advert campaign, stating "There is probably no God", did not breach the code. Religious groups including [[Christian Voice (UK)|Christian Voice]] had complained that the Atheist Bus Campaign broke the advertising code on the grounds of substantiation and truthfulness. |
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The ASA said that the [[British Humanist Association]]'s campaign did not breach the advertising code or mislead consumers and that it therefore would not launch an investigation. |
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"The ASA council concluded that the ad was an expression of the advertiser's opinion and that the claims in it were not capable of objective substantiation," said the ASA. "Although the ASA acknowledges that the content of the ad would be at odds with the beliefs of many, it concluded that it was unlikely to mislead or to cause serious or widespread offence."<ref name="ASArulesonAd">{{cite web|url=http://www.asa.org.uk/asa/news/news/2009/Atheist+bus+ad+campaign+not+in+breach+of+advertising+code.htm |title=Atheist bus ad campaign is not in breach of the Advertising Code |date=21 January 2009 |publisher=ASA |accessdate=21 January 2009 |url-status=dead |archiveurl=https://web.archive.org/web/20090318013752/http://asa.org.uk/asa/news/news/2009/Atheist%2Bbus%2Bad%2Bcampaign%2Bnot%2Bin%2Bbreach%2Bof%2Badvertising%2Bcode.htm |archivedate=18 March 2009 }}</ref><ref name="BBC ASA ruling">{{cite web|url=http://news.bbc.co.uk/1/hi/uk/7842769.stm|title=Atheist ads 'not breaking code'|date=21 January 2009|publisher=[[BBC]]|accessdate=21 January 2009| archiveurl= https://web.archive.org/web/20090124160356/http://news.bbc.co.uk/1/hi/uk/7842769.stm| archivedate=24 January 2009| url-status= live}}</ref> |
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===Israel tourism advertisement=== |
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In July 2009 the ASA banned an [[Tourism in Israel|Israeli tourism]] poster following complaints. [[Palestine Solidarity Campaign]], [[Jews for Justice for Palestinians]] and 442 members of the public complained about how the map on the poster displayed the [[West Bank]], [[Gaza Strip]], and the [[Golan Heights]] as part of [[Israel]]. The [[Tourism Minister of Israel|Israeli tourism ministry]] responded to the criticism, saying the map was a "general, schematic tourism and travel information map" and was not meant to be a political statement.<ref name=sweney>{{cite news|last1=Sweney|first1=Mark|title=Israeli Tourism Posters Banned by Watchdog Over Controversial Map|url=https://www.theguardian.com/media/2009/jul/15/asa-israel-tourism-poster|work=[[The Guardian]]|date=15 July 2009}}</ref><ref>https://www.theguardian.com/media/2009/jul/15/asa-israel-tourism-poster# Israeli tourism posters banned by watchdog over controversial map</ref><ref>[http://asa.org.uk/Complaints-and-ASA-action/Adjudications/2009/7/Israeli-Government-Tourist-Office/TF_ADJ_46568.aspx "ASA Adjudication on Israeli Government Tourist Office"] {{webarchive |url=https://web.archive.org/web/20101120050706/http://asa.org.uk/Complaints-and-ASA-action/Adjudications/2009/7/Israeli-Government-Tourist-Office/TF_ADJ_46568.aspx |date=20 November 2010 }}, Advertising Standards Authority.</ref> |
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===L'Oréal=== |
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[[L'Oréal]]'s claims in a mascara advertisement featuring actress [[Penélope Cruz]] "exaggerated the effect that could be achieved by using the mascara on natural [[Eyelash|lashes]]".<ref>{{cite news |url=https://www.reuters.com/article/lifestyleMolt/idUSL2583702620070725 |title=L'Oreal Rapped over Penelope Cruz Mascara Ads |date=25 July 2007 |agency=[[Reuters]] |accessdate=27 October 2008}}</ref> |
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In 2011, two additional makeup ads for [[L'Oréal]]'s were banned after British Liberal Democrat politician [[Jo Swinson]] lodged complaints about ads for [[Foundation (cosmetics)|foundation]] products made by L'Oréal-owned brands, [[Lancôme]] and [[Maybelline]], featuring actress [[Julia Roberts]] and supermodel [[Christy Turlington]]. The 2011 complaints stated that L'Oréal ads were not representative of the results that the products can actually achieve. ASA confirmed that both ads were misleading, without the aid of before and after shots. It ruled that the two ads breached advertising standards code for exaggeration and for being misleading, and banned them from future publication.<ref>{{cite news |url=http://www.natlawreview.com/article/about-face-lanc-me-s-airbrushed-makeup-ads-banned-uk |title=About Face: Lancôme's Airbrushed Makeup Ads Banned in the UK |date=21 August 2011|authors =[[Sheppard, Mullin, Richter & Hampton]] LLP |publisher=The [[National Law Review]] |accessdate=21 August 2011}}</ref> |
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===Brennan JB7 music player=== |
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In March 2011, 3GA's advertisements for a digital [[jukebox]] known as the [[Martin Brennan (engineer)|Brennan]] JB7, which can import content from CDs and [[cassette tape]]s, were found to be in violation of ASA guidelines for glorifying illegal acts, because it implied that it was acceptable to [[Ripping|rip]] music, since "[it] repeatedly made reference to the benefits of the product being able to copy music but did not make clear that it was illegal to do so without the permission of the copyright owner".<ref name="reg-3ga">{{cite web|title=Digital player maker 'incited consumers to break the law', says ASA|url=https://www.theregister.co.uk/2011/03/31/regulator_says_music_player_ads_must_not_encourage_copying/|work=The Register|accessdate=25 April 2011| archiveurl= https://web.archive.org/web/20110407140137/https://www.theregister.co.uk/2011/03/31/regulator_says_music_player_ads_must_not_encourage_copying/| archivedate= 7 April 2011 | url-status= live}}</ref> 3GA denied the claims, stating that the copies of music stored on the device were intended to improve accessibility, and are incidental copies without economical significance. Making private copies of audio CDs is illegal under United Kingdom copyright law.<ref>[http://www.ippr.org.uk/pressreleases/?id=2404 "Chancellor urged to decriminalise iPod users"] {{webarchive |url=https://web.archive.org/web/20110118031441/http://www.ippr.org.uk/pressreleases/?id=2404 |date=18 January 2011 }}, Institute for Public Policy Research, 29 October 2006.</ref><ref>Spencer Kelly, [http://news.bbc.co.uk/1/hi/programmes/click_online/6457369.stm "Digital lock's rights and wrongs"], BBC, 16 March 2007.</ref> |
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In January 2013, 3GA was also found to be in non-compliance in another set of ads for the JB7 which promoted an optional dock for attaching an MP3 player such as an [[iPod]]. The ASA found that their advertisements did not make clear that the dock was not included with the JB7, and did not adequately mention that it is only compatible with older iPod models (such as the [[iPod Classic]]) formatted for use on Windows and could not be used with newer Apple devices such as the [[iPod touch]] and [[iPhone]].<ref>{{cite web|title=ASA Adjudication on 3GA Ltd|url=http://asa.org.uk/Rulings/Adjudications/2013/1/3GA-Ltd/SHP_ADJ_206345.aspx|publisher=ASA|accessdate=9 January 2013}}</ref> |
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=== TripAdvisor === |
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In September 2011, the ASA launched a formal investigation into [[TripAdvisor]] after receiving a complaint submitted by online investigations company [[KwikChex]] and two hotels, that its claims to provide trustworthy and honest reviews from travellers are false.<ref>{{Cite news|url=https://www.theguardian.com/media/2011/sep/02/tripadvisor-asa-investigation-reviews|title=TripAdvisor faces ASA investigation after review complaints|last=Sweney|first=Mark|date=2 September 2011|newspaper=The Guardian|issn=0261-3077|access-date=24 January 2017}}</ref><ref>{{Cite web|url=https://www.asa.org.uk/Rulings/Adjudications/2012/2/TripAdvisor-LLC/SHP_ADJ_166867.aspx|title=ASA Ruling on TripAdvisor LLC – Advertising Standards Authority|publisher=asa.org.uk|access-date=24 January 2017}}</ref> The ASA found that TripAdvisor "should not claim or imply that all its reviews were from real travellers, or were honest, real or trusted", and as a result of the investigation, TripAdvisor was ordered to remove the slogan "reviews you can trust" from its UK web site. It changed its hotel review section slogan to 'reviews from our community.'<ref>{{Cite news|url=http://www.dailymail.co.uk/travel/article-2036846/TripAdvisor-removes-reviews-trust-slogan-website.html|title=TripAdvisor removes 'reviews you can trust' slogan from its website|newspaper=Daily Mail|access-date=24 January 2017}}</ref><ref>{{Cite news|url=https://www.bbc.co.uk/news/technology-16823012|title=TripAdvisor rebuked over 'trust' claims on review site|date=8 March 2012|publisher=BBC News|access-date=24 January 2017}}</ref> |
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===Other rulings=== |
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* In February 2012, the ASA ruled that the local [[Northampton]] furniture store Sofa King could not use a tagline stating that their prices were "Sofa King low" because it would be considered "likely to cause serious and widespread offense", due to its use of a [[Gag name|pun]] based on a [[Fuck|profanity]]. Sofa King's owner disputed these claims, saying that he had run print advertisements in a local newspaper containing the offending slogan for ten years without any complaints, and compared the situation to [[French Connection (clothing)|FCUK]] being banned from using their name in such a fashion.<ref name="nhc-sofakingbanned">{{cite web|title=Sofa King boss furious as 'offensive' shop advert is barred by industry watchdog | url = http://www.northamptonchron.co.uk/news/business/local-businesses/sofa_king_boss_furious_as_offensive_shop_advert_is_barred_by_industry_watchdog_1_3574267|publisher=Northampton Chronicle & Echo |accessdate=7 March 2012}}</ref> |
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* [[Nestlé]]'s claim that it markets [[infant formula]] "ethically and responsibly" was found to be unsupported in the face of evidence provided by the campaigning group Baby Milk Action.<ref name="Ferriman_1999">{{cite journal |last = Ferriman |first = Annabel |title= Advertising Standards Authority finds against Nestlé |
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|journal=[[BMJ]] |date = 13 February 1999 |
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|pages= 417 |url= http://findarticles.com/p/articles/mi_m0999/is_7181_318/ai_54031839/ |
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|pmid= 9974443 |
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| pmc = 1114895 |volume= 318 |issue = 7181 |
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|doi=10.1136/bmj.318.7181.417a}} |
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</ref> |
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*In July 2018, the ASA ruled that Karamba Casino must remove an advert for the slot game Starburst titled "Tips and tricks on how to win at Starburst." The complaint filed stated the advertisement was "socially irresponsible" because it implied that strategies for a slot game could lead to a player making money.<ref>{{Cite web|url=http://www.gamingintelligence.com/marketing/48426-asa-bans-karamba-com-s-starburst-strategies|title=Karamba Casino Advert Banned by Advertising Standards Authority|last=|first=|date=|website=|access-date=}}</ref> Four other complaints against online casinos were upheld by the ASA in 2017 against [[Ladbrokes Coral|Ladbrokes]], [[888casino|888]], [[Sky Betting & Gaming|Skybet]], and [[Casumo]] because of adverts placed by [[Affiliate marketing|affiliates]].<ref>{{Cite news|url=https://www.theguardian.com/media/2017/sep/13/betting-firms-ads-asa-ladbrokes-888-skybet-casumo|title=Betting firms could be fined over ads 'targeting vulnerable people'|last=|first=|date=|work=The Guardian|access-date=7 August 2018}}</ref> |
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==See also== |
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* [[Advertising to children]] |
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* [[Clearcast]], pre-approval for most British television advertising |
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* [[Ofcom]], the British telecommunications and broadcasting regulator |
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* [[Press Complaints Commission]] |
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==References== |
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{{Reflist|2}} |
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== External links == |
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* {{Official|http://asa.org.uk/}} |
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{{Media in the United Kingdom|comporg}} |
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[[Category:Communications and media organisations based in the United Kingdom]] |
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[[Category:Media complaints authorities]] |
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[[Category:1962 establishments in the United Kingdom]] |
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[[Category:Organizations established in 1962]] |
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[[Category:Regulators of the United Kingdom]] |
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[[Category:Advertising in the United Kingdom]] |
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[[Category:Self-regulatory organizations of the advertising industry]] |
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[[Category:Self-regulatory organisations in the United Kingdom]] |
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Aktuelle Version vom 7. April 2024, 18:34 Uhr
Die Advertising Standards Authority (ASA) ist eine Organisation der britischen Werbebranche; eine nichtstaatliche Organisation, welche Aufgaben der freiwilligen Selbstverpflichtung übernimmt und daher keine Gesetze auslegen oder durchsetzen kann. Ihr Kodex für Werbepraktiken spiegelt jedoch in vielen Fällen die Gesetzgebung weitgehend wider. Die ASA wird nicht von der britischen Regierung finanziert, sondern von einer Abgabe auf die Werbeanzeigen. In Deutschland entspräche dies dem Deutschen Werberat, bzw. in Österreich dem Österreichischen Werberat.
Aufgaben
Die Aufgabe der Organisation, in den Zeitungen auch schon mal als „Watchdog“ (Wachhund) tituliert, besteht darin, „den Inhalt von Werbung, Verkaufsförderung und Direktmarketing in Großbritannien zu regulieren“, indem Beschwerden untersucht und jeweils entschieden wird, ob diese Werbung den Werbestandards entspricht. Die Kodizes sehen vor, dass Vermarkter vor dem Verteilen oder Einreichen einer Marketingmitteilung zur Veröffentlichung dokumentarische Nachweise vorlegen müssen, um alle direkten oder impliziten Behauptungen nachzuweisen, die objektiv begründet werden können und dass „keine Marketingmitteilung irreführend sein sollte oder eine Irreführung durch Ungenauigkeit, Mehrdeutigkeit, Übertreibung, Unterlassung oder auf andere Weise möglich wird“. Die ASA schränkte auch die Werbeanzeigen mit leicht bekleideten Frauen ein.
Der Aufgabenbereich der Werbekontrolle erstreckt sich von Printmedien über Rundfunkangebote, Internet und Direktmarketing. Auch kurzfristige Werbeaktionen, wie Angebote oder Schlussverkäufe werden von der ASA überwacht. Die Kontrolle der Rundfunkwerbung wurde 2004 von staatlicher Stelle auf die ASA übertragen.
Dabei werden in der Regel nur Anzeigen berücksichtigt, die in den letzten drei Monaten geschaltet oder veröffentlicht wurden, obwohl es einige Ausnahmen von dieser Regel gibt und zwar in Fällen, in denen der Beschwerdeführer nicht wissen konnte, dass die Anzeige zum Zeitpunkt ihres Erscheinens irreführend war, z. B. eine Werbung für eine langfristige Investition.
Organisation
1961 gründete die Advertising Association (vergleichbar dem Zentralverband der Deutschen Werbewirtschaft) das Committee of Advertising Practice (CAP), welche kurz darauf den sogenannten „Code of Advertising Practice“ („CAP Code“) ausarbeitete. 1962 richtete die Industrie die Advertising Standards Authority ein, wobei es sich aufgrund des privatwirtschaftlichen Charakters um keine übliche Authority (Behörde) handelt. Sie soll lediglich über Beschwerden zu entscheiden, die Werbeverstöße gegen den neuen Kodex nachgehen und beurteilen. Um Interessenskonflikte zu vermeiden arbeitet die ASA unter einem von Industrie und Werbebranche unabhängigen Vorsitz.
Seit 2009 wird die Advertising Standards Authority von Guy Parker geleitet.[1]
Finanzierung
Das Broadcast Advertising Standards Board of Finance (BASBOF) erhebt eine freiwillige Abgabe auf die veröffentlichte Werbung, üblicherweise 0,1 % auf Display-Werbung (z. B. 0,1 % der Kosten für die Platzierung einer Fernsehwerbung). Die Gelder werden anonym an die ASA weitergeleitet. Dies soll sicherstellen, dass die Organisation nicht weiß, wer zu ihrer Finanzierung beigetragen hat und soll Zweifel an den unabhängigen Entscheidungen der ASA vermeiden.
Besondere Entscheidungen
- Die 2004 getätigte Werbeaussage der Computerfirma Apple mit dem Power Mac G5 den „schnellsten Personal Computer der Welt“ zu verkaufen wurde als irreführend eingestuft.[2]
- Im August 2008 wurde Anstoß an einer Werbung Apples genommen, die mit dem iPhone den Zugriff auf das „ganze Internet“ versprach. Laut ASA sei dies irreführend, da das iPhone weder mit Adobe Flash noch mit Java umgehen könne und deshalb nicht in der Lage sei „all parts of the internet“ darzustellen.[3]
- Nicht beanstandet hingegen wurde eine Anzeige der atheistischen Gruppe Atheist Bus Campaign, welche die Existenz Gottes anzweifelte: „There is probably no God“. Christliche Gruppen versuchten vergeblich sich auf die Regeln der ASA (CAP) berufend, zu beschweren.[4]
- Als im Juli 2009 der israelische Tourismus in Großbritannien mit einem Plakat warb, in dem das Westjordanland, der Gazastreifen und die Golanhöhen als Teil Israels abgebildet waren, protestierte die in England und Wales ansässige Palestine Solidarity Campaign, die Jews for Justice for Palestinians sowie 442 Bürger bei der ASA gegen diese Darstellung. Daraufhin beschloss die Kontrollorganisation ein Verbot dieses Plakats. Das israelische Tourismusministerium beteuerte lediglich die Region als Ganzes zu touristischen Zwecken abgebildet zu haben und keine politische Aussage damit getätigt haben zu wollen.[5]
- Die Behauptungen des französischen Kosmetikherstellers L’Oréal ihr Mascaraprodukt habe auf natürliche Wimpern einen ähnlichen Effekt wie das Aussehen ihrer aktuellen Werbeträgerin Schauspielerin Penélope Cruz suggeriert, wurden von der ASA als übertrieben kritisiert.[6]
- Zwei spätere Werbeanzeigen des Herstellers wurden 2011 beanstandet und untersagt, nachdem die schottische liberaldemokratische Politikerin Jo Swinson Beschwerden über Anzeigen für von L’Oréal hergestellte Foundation-Produkte eingereicht hatte. Bei den veröffentlichten Anzeigen der firmeneigenen Marken Lancôme und Maybelline, welche mit den Gesichtern der Schauspielerin Julia Roberts und dem Supermodel Christy Turlington warben, wurde festgestellt, dass die Abbildungen nicht repräsentativ für die Ergebnisse sind, die diese Produkte tatsächlich erzielen können. ASA bestätigte, dass beide Anzeigen ohne die Hilfe von Vorher- und Nachher-Aufnahmen irreführend seien und eine zukünftige Veröffentlichung untersagt.[7]
- Im September 2011 leitete die ASA eine förmliche Untersuchung von TripAdvisor ein, nachdem sie eine Beschwerde des britischen Verbraucherschutzunternehmens KwikChex und zweier Hotels erhalten hatte, wonach die Behauptungen TripAdvisors, vertrauenswürdige und ehrliche Bewertungen von Reisenden abzugeben, falsch seien.[8] Die ASA stellte fest, dass TripAdvisor „nicht behaupten oder implizieren sollte, dass alle Bewertungen von echten Reisenden stammen oder ehrlich, echt oder vertrauenswürdig sind“. TripAdvisor wurde angewiesen, den Slogan „Bewertungen, denen Sie vertrauen können“ („Reviews you can trust“) von seiner britischen Website zu entfernen. Der Slogan des Hotelbewertungsbereichs wurde in „Bewertungen aus unserer Community“ geändert.
- Nestlé darf nicht mehr behaupten, sie würden ihre Babymilch „ethisch und verantwortungsvoll“ vermarkten. Beweise, die von der International Baby Food Action Network vorgelegt wurden, stützen dieses Vorgehen der ASA, welche zudem anmerkte, dass Nestlé „zu weit gegangen“ sei.[9]
Einzelnachweise
- ↑ Close-up: Confident Parker settles into the ASA hot seat auf Campaign vom 17. Juli 2009
- ↑ ASA Slams Apple on Mac Ad Claims ( vom 14. Februar 2021 im Internet Archive) in Technewsworld vom 11. Juni 2004. Abgerufen am 7. April 2024.
- ↑ ASA: iPhone-Werbung für "ganzes Internet" ist irreführend auf fscklog vom 27. August 2008 (deutsch)
- ↑ Atheist 'there's probably no God' campaign did NOT breach advertising code, rules watchdog in Daily Mail vom 21. Januar 2009
- ↑ Israeli tourism posters banned by watchdog over controversial map in The Guardian vom 15. Juli 2009
- ↑ L'Oreal rapped over Penelope Cruz mascara ads, Meldung von Reuters vom 25. Juli 2007
- ↑ About Face: Lancôme's Airbrushed Makeup Ads Banned in the UK in The National Law Review vom 21. August 2011
- ↑ TripAdvisor faces ASA investigation after review complaints von Mark Sweney in The Guardian vom 2. September 2011
- ↑ Nestlé loses ASA battle in Marketingweek vom 4. Februar 1999
