Top-Rated Free Essay
Preview

Asa Marketing

Powerful Essays
1462 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Asa Marketing
With the use of examples review current advertisements banned by the ASA. Critically analyse the rules imposed by the ASA, are they reflective of public demand.

ASA are the UK’s independent regulator of advertising in all media. They ensure that the ads being produced are legal, decent, honest and truthful by using the advertising codes and by seeing if the ads meet their regulations.

Referring to the L’Oreal foundation make up advertisements, ASA decided that it was socially responsible for them to ban the two ads as it was claimed to be misleading and dishonest. Many argued that L’Oreal used the tool of airbrushing in their images of Christy Turlington and Julia Roberts to enhance the perfection of their foundation cosmetic. However, L’Oreal did own up to the claim and admitted that within their Maybelline and Lancôme ad they did utilise the use of ‘post production techniques’, but they justified themselves by adding that the reason for using the tool of airbrushing was to ‘accurately illustrate the results’ This can have a huge impact on public demand, consumers are technically buying a product that doesn’t work the way it portrays in its ads, if the foundation products worked the way Maybelline and Lancôme claimed it did, there would be no need for L’Oreal to edit the images. But does this mean that there will be a fall in demand? Referring to figure 1, we see that in 2006 L’Oreal was ranked 359th, as the year goes on in 2007 the ranking rises as well as L’Oreal’s revenues and profit. However in 2008 which was after the ads were banned, L’Oreal’s ranking fell to 355 but nonetheless its revenues and profits were still increasing. Thus, even though L’Oreal’s reputation and ranking was effected, their revenue and profits were still favourable.

Figure 1-CNN’s Annual Ranking
|Year |Ranking |Revenues($ millions) |Profits($ millions) |
|2008 |355 |23,355 |3,635 |
|2007 |353 |19,811.1 |2,585.8 |
|2006 |359 |18,057.6 |2,450.7 |

The media can dominate a lot of people in terms of controlling people, for example, consumers want to have skin like Julia Roberts and Christy Turlington, so they are manipulated into thinking that if they buy this product they can potentially have flawless skin. However this is not the case, a lot of digital work has gone into these ads to manipulate people, but why do consumers still believe in these ads? In terms of the way consumers behave, they like to mimic the behaviour of other people, for instance, celebrities. So when people are falsely manipulated into buying these cosmetics, they are either going to buy this product and test it out for themselves or they aren’t genuinely aware whether the models have been airbrushed or not.

There have been many complaints made by Jo Swinson MP, she co founded the ‘Campaign for Body Confidence’ this also included a crusade against airbrushing. ASA agreed with her complaints and action was taken as both ads were banned. This can be a threat to other ads that have misled consumers; if companies don’t want their ads to be banned they should act socially responsible and not disobey the advertising codes. Swinson wants advertisements to ‘get back to reality’; however will this strategy attract the eye of consumers? Are they still going to be interested in the products? Well, going back to point of digital manipulation, L’Oreal would not need to do this if their foundation products worked properly. Ads like these can have an adverse impact on society making people more self conscious. Thus, no matter how well a product is portrayed in an advertisement; consumers are still willing to buy the cosmetic products that will seem to improve their appearance.

Furthermore, this wasn’t the only L’Oreal ad that ASA has banned for misleading customers. L’Oreal’s Telescopic mascara offers ‘up to 60% longer lashes’ however many have complained that the model in the ad, Penelope Cruz, was wearing false eyelashes. L’Oreal agreed that individual false lashes were used within the ad but to only fill in the gaps in between the natural eyelashes. As L’Oreal did not make it apparent to customers that the model was wearing false eyelashes, ASA consider this to be deceiving and dishonest and have therefore banned the ad. According to ASA Annual Report 2007 it states that all cosmetic advertisers are obligatory to incorporate disclaimers in its ads, explaining whether false eyelashes are being used.

L’Oreal has had many complaints about its products and the way they have been portrayed, resulting in ads being banned. There is no question that their reputation has declined; and whether or not their products work the way they are portrayed. With deceiving ads being produced will consumers still be loyal to L’Oreal? On one side, if L’Oreal start using natural and realistic models then customers may still be depend on L’Oreal. On the other hand, customers may instantly decide that the products do not work due to false advertising. Customers can easily change to other brands as it is a competitive market such as Revlon, Estee Lauder and etc, however, some customers are comfortable with the cosmetics they use and may find them reliable; therefore consumers find it difficult to use other brands.
Referring to the PEST analysis, within the politically factors the government have interfered with the ads of L’Oreal as the information content has disobeyed the rules imposed by ASA. This can illustrate to companies how serious inputting false information into ads is and the complications it could cause.

L’Oreal would need to consider how this would affect them economically, with loads of rivals in the market L’Oreal cannot afford to lose out on any sales. Especially when going through times of great hardship when the economical crisis hit, consumers are holding back on luxury spending. Therefore consumers have an opportunity cost to what they think is more important and necessary to them. In terms with L’Oreal, they need to be the one brand consumers cannot live without depending on the product.

Sociological

Technological

Referring to another ad banned by ASA, BT’s ‘instant internet’ ad has misled consumers over the speed of its broadband. Its competitors, Sky, Virgin Media and TalkTalk have complained that the ad does not meet the requirements that it says it should. This has a favourable impact on its rivals, as BT’s image and reputation of having a rapid broadband connection will no longer be a threat. Because of this incident of false advertising, potential consumers are more likely consider other public sector networks. However, will there be a decrease in demand from existing consumers? Well, it depends on whether the existing customers are willing to go through a strenuous process of leaving BT for a better service. Or it may be the case where this has not made an impact on existing customers and customers are satisfied with the level of service BT are already providing, thus BT are not loosing their existing customers.

Overall, ASA’s advertising codes are a way of protecting the public, so that they are not falsely mislead into buying immoral products and services. Adverts which breach the advertising codes will be pulled out or either not be shown to the public again or to be amended. By banning deceiving ads

|Source Reference |
|ASA. (2007). ASA Annual Report 2007. Available: http://www.asa.org.uk/About-ASA/~/media/Files/ASA/Annual%20reports/ASA_CAP_annual_report_07.ashx. Last |
|accessed 29th October 2011. |
|Cable News Network. (2008). Global 500 Our annual ranking of the world's largest corporations. Available: |
|http://money.cnn.com/magazines/fortune/global500/2008/full_list/301_400.html. Last accessed 4th November 2011. |
|Cable News Network. (2006). Fortune Global 500. Available: http://money.cnn.com/magazines/fortune/global500/2006/full_list/301_400.html. Last accessed 4th |
|November 2011. |
|Cable News Network. (2007). Fortune Global 500. Available: http://money.cnn.com/magazines/fortune/global500/2007/full_list/301_400.html. Last accessed 4th |
|November 2011. |
|This Is Money Reporters. (2011). Advertising bosses crack down on airbrushing used to sell face cream: L'Oreal's Julia Roberts ad is banned. Available: |
|http://www.thisismoney.co.uk/money/news/article-2019265/ASA-advertising-regulator-cracks-airbrushing-used-sell-face-cream-LOreals-Julia-Roberts-ad-banned.h|
|tml. Last accessed 4th November 2011. |
|Shannon, C. (2007). L'Oreal ad given the brush-off. Available: http://www.guardian.co.uk/media/2007/jul/25/advertising.asa. Last accessed 4th November |
|2011. |
| |
|Poulter, S. (2011). Because Julia Roberts wasn't beautiful enough: Star among celebs whose ads were banned over airbrushing. Available: |
|http://www.dailymail.co.uk/femail/article-2019162/Julia-Roberts-Christy-Turlington-L-Oreal-adverts-banned-airbrushing.html. Last accessed 4th November |
|2011. |
| |

http://www.guardian.co.uk/media/2010/aug/04/bt-instant-internet-asa

http://www.bbc.co.uk/news/uk-11075066

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Btec L3 Unit 3 P2

    • 442 Words
    • 2 Pages

    You need to find out about what rules businesses need to follow in order to comply with industry standards. Research the Advertising Standards authority www.asa.org.uk and develop a set of detailed guidelines on how your chosen business follows their rules.…

    • 442 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    It is a requirement of the law that all businesses and organisations abide by given limitations and constraints. This report describes two selected limitations; Sales of Goods Act 1979, The Data Protection Act 1998 and two constraints; Pressure Groups and The Advertising Standards Authority (ASA).…

    • 710 Words
    • 3 Pages
    Good Essays
  • Good Essays

    The persuasive article, Why We Should Give A Fcuk About Advertising Standards by Clive Hamilton is critical of the advertising standards or lack thereof in the modern age and aims to persuade the readers to be in support of his argument that the ‘Fcuk’ (French Connection UK) campaign should be boycotted due to its explicit nature. Hamilton incorporated techniques such as a variation of language styles, inclusivity and emotive language to convince the Australian audience that censorship should be taken more seriously.…

    • 557 Words
    • 2 Pages
    Good Essays
  • Best Essays

    The information contained within this paper will be on the subject of Advertising Regulation. In the United States there are laws that oversee what companies can and cannot do when it comes to advertising. This is designed to protect the public. The information in this paper will touch on the agencies that can be involved in overseeing advertising, as well as laws that are designed to keep businesses honest.…

    • 1383 Words
    • 4 Pages
    Best Essays
  • Good Essays

    The 1970s bought about an increase in regulations and witnessed the introduction of government agencies such as the Federal Trade Commission (FTC), and the National Advertising Review Board. Together these agencies changed the standards surrounding advertising, which demanded full disclosure and honesty. In addition, it was during this time that people started to question the ethics surrounding advertising geared towards minors (O’Guinn et al, 2015). Although forty years have passed since these developments occurred, honesty and full disclosure is something that is still demanded not only by regulators but also by consumers.…

    • 144 Words
    • 1 Page
    Good Essays
  • Good Essays

    When learning about the different forms of communication advertising is one of the most interesting because it taps into the human psyche. Advertising is the attempt to persuade potentional customers to purchase or consume more of a particular brand or product. Today, ads are scattered everywhere and they are multiplying. Ads have been known to take up more than half the space in most daily newspapers and consumer magazines. They are inserted into trade books and textbooks. They also reach as far as cluttering websites and fill are mailboxes and the buses we ride. Advertising to us today surrounds our everyday life so much that it almost blends into our environment. The objective of advertisers is to make sure it doesn’t!…

    • 557 Words
    • 3 Pages
    Good Essays
  • Good Essays

    The effects of advertising on our minds have left a scar on the name of advertisement. The criticism has piled up and is now a name that advertisers must live with. They will constantly be reminded that too much advertisement, while good for the company, is not good for society. There are many ways of advertisement and there will surely be new ideas in the upcoming years, but scrutiny will always play a big role in…

    • 709 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    UK Cap Codes

    • 3233 Words
    • 10 Pages

    The CAP codes are a code of practice which govern non-broadcast and broadcast adverts, marketing communications and sales promotions. The aim of the UK CAP codes is to lay down the rules for all advertisers, agencies and media industries (CAP, 2013). The codes simply do not focus just on goods and services, but they also enforce regulations on marketing communications which promote causes and ideas, however the codes do not cover political advertising. The advertising industry has taken the view that a self-regulatory code is required in order to protect consumers, maintain the effectiveness in advertising, fill in the gaps where the law is non-existent and preserve consumer confidence in advertising. The CAP codes are extremely thorough but the general rules are that advertising must be responsible by not misleading the consumer, obey specific rules related to children and finally follow the rules relating to specific sectors such as alcohol, gambling, health and financial products.…

    • 3233 Words
    • 10 Pages
    Powerful Essays
  • Satisfactory Essays

    Apa Guide: Code of Ethics

    • 317 Words
    • 2 Pages

    This report will discuss the ethical influences and ethical issues regarding Internet advertising. I will also present my code of ethics for Internet Advertisers. Through references and examples I will discuss the need to conduct ourselves online in relationship with consumers in a fair, honest, and forthright manner.…

    • 317 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Protein Assay

    • 476 Words
    • 2 Pages

    PART 14- Contains prohibitions on advertising, and information that must be included in them. Also requires ministers to consider complaints about unsuitable adverts.…

    • 476 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    Discuss any factors which may affect the consumer responses to the campaign including relevant legislation (such as anti-discrimination legislation, consumer protection laws, privacy laws, Trades Practices Act copyright) and the impact of each.…

    • 1146 Words
    • 5 Pages
    Powerful Essays
  • Best Essays

    The Oxford Dictionary describes advertising as to “describe or draw attention to (a product, service, or event) in a public medium in order to promote sales or attendance” . The Advertising Standards Association regulates advertising across all media including television and cinema. They work closely with organisations such as Ofcom to regulate communications in these areas. Ofcom was established in 2009 “to oversee all regulation in the media and communication sectors” and are accountable to the government. Their main legal duties include making sure that “people who watch television are protected from harmful or offensive material and are protected from being treated unfairly in television and radio programmes”. In this essay I will discuss the existing regulatory regimes in relation to the advertising of alcohol on television, using support from the relevant code of practise and relevant ASA adjudications. At the end of the essay I will take this evidence into account and come to a clear conclusion as to whether or not I support the view of a total ban on advertising for alcohol on television.…

    • 1814 Words
    • 8 Pages
    Best Essays
  • Good Essays

    Like them or loathe them or merely indifferent, advertisements are everywhere. They dominate our lives, from the TV, radio and internet, through to the billboards that seem to be everywhere. They sponsor and infiltrate the sports we watch. Even the clothes we wear are covered with advertising material, advertisements and logos for products and companies. Should you want to watch a film, you'll sit through twenty minutes of advertising before it even starts. You'll also be watching the film and its stellar cast place product after product in front of your eyes. You'll be subject to product merchandising, for clothing, for toys and lately for the growing market of…

    • 1657 Words
    • 7 Pages
    Good Essays
  • Satisfactory Essays

    This essay will examine the three advertising campaign which have been controversial from an ethical perspective, will be discussing the issues relating to those three advertising campaign and what attempts have been made to maintain standards. This essay will then explain the example of an advertising campaign and explain why they are controversial. Will also define what ethics is and ethics in advertising. Will evaluate the purpose and the main aims and objective of infamous, while inspecting why controversial content is utilized as a part of adverts, the essay will likewise consider how the audience reception can influence adverts and esteem them controversial. This essay will illustrate, through the examination of the chose ads and drawing…

    • 167 Words
    • 1 Page
    Satisfactory Essays
  • Good Essays

    As people watch television and surf the Internet, they are subjected to tons of advertisements for various things. Advertisements may be for things such as products, services, activities and even political messages. These advertisements not only affect an individual’s mind, they affect culture as well. Advertisements help to set new fashion and trends; they can promote gatherings and political points of view. Advertisements draw us to shop for particular products and services based upon the marketing strategy and not the…

    • 519 Words
    • 3 Pages
    Good Essays