Advert Idea

My advert idea revolves around a flavoured water drink. This drink will taste like water melons and and lemons. The logo will be round and might feature bubbles with bits of melon and lemons. The name of my drink will be "Clarity".

ASA - Advertising Standards

What is the ASA?
The Advertising Standards Authority (ASA) is the UK's independent regulator of advertisement across all media. ASA apply Advertising Codes. These are written by the Committees of Advertising Practice. Their work includes proactively checking the media to take action against misleading, harmful or offensive advertisement but also acting on complaints.

What is CAP code and what is its main categories?
There's two different types of CAP codes. One is Broadcast Advertisement and the other is Non-broadcast Advertising, Sales Promotion and Direct Marketing.

Broadcasting Advertisement:

04 Harm and offence:
4.1 - Advertisements must contain nothing that could cause physical, mental, moral or social harm to persons under the ages of 18.

4.2 - Advertisements must not cause serious or widespread offence against generally accepted moral, social or cultural standards.

4.3 - Advertisements must not exploit the special trust that persons under the age of 18 place in parents, guardians, teachers or other persons.

4.4 - Advertisements must not include material that is likely to condone or encourage behaviour that prejudices health or safety.


19 Alcohol:
19.1 - Radio Central Copy Clearance. Radio broadcasters must ensure advertisements for alcoholic drinks are centrally cleared.

19.2 - Advertisements must not feature, imply, condone or encourage irresponsible or immoderate drinking. That applies to both the amount of drink and the way drinking is portrayed. References to, or suggestions of, buying repeat rounds of alcoholic drinks are not acceptable. That does not prevent, for example, someone buying a drink for each member of a group. It does, however, prevent any suggestion that other members of the group will buy a round.

19.3 - Advertisements must neither imply that alcohol can be contribute to an individual's popularity or confidence nor imply that alcohol can enhance personal qualities.

19.4 - Advertisements must not imply that drinking alcohol is a key component of social success or acceptance or that refusal is a sign of weakness. Advertisements must not imply that success of a social occasion depends on the presence or consumption of alcohol.