The advertising standards authority

2.  The ASA are the UK’s independent
regulator of advertising across all of the
media. By applying their advertising
codes, they will make sure that your
comms to your target audience are
legal, decent, honest and truthful.

3.  They deal with complaints from viewers if
an advertisement does not fit in with the
rules and the regulations as in someway
offensive or against public interest. Their
work includes acting on the complaints
they receive and checking the media to
take action against misleading, harmful
or offensive advertisements.

4.  There are many reasons why people could
find advertisements offensive this is because
they could find them to be:
- Inappropriate for children
- Homosexuality
- Religion
- Racist
- Sexually inappropriate
- Violent
- Misleading

5.  The ASA’S mission is to make sure that
the public are not offended adverts put
out there, and also that they can trust
them too. The ASA say that only one
complaint can stop an advert from
being shown and only one complaint,
can be needed to investigate the
matter.

6.  The key principles for the advertising
code includes advertising to children,
alcohol, gambling, the environment and
financial products and that the
consumer protection and social
responsibilities are important.

7. The Lucozade sport advert was banned after getting complaints by the
public. A TV ad and poster received 63 complaints over claims it
"hydrates and fuels you better than water". The drink's former makers,
GlaxoSmithKline (GSK), said that two health claims for this kind of drink,
a carbohydrate-electrolyte solution, had been authorised by the
European Union.
The ASA has said They have ruled the adverts can no longer appear in
their current form.
The television advert showed two groups of men, one drinking water
and the other Lucozade Sport, running on treadmills while being
monitored by technicians.
A voiceover then said: "At the limits of your ability, you need to replace
the electrolytes you lose in sweat, keep your body hydrated, give your
body fuel.
"Lucozade Sport gives you the electrolytes and carbohydrates you
need, hydrating you, fuelling you better than water."