Table of ContentsEssay 2IntroductionPhoto of anti-smoking campaign by NHSDave the twerking businessmanAdvertising is done by different companies to create awareness and awareness among customers about the company in the goal of maximizing company profits. business. This is not done haphazardly since some advertisements tarnish the reputation of the company. It is for this reason that the regulations aim to strengthen the protection of businesses against marketing regulations that could be misleading. Advertising regulation also aims to ensure honesty, transparency and accuracy, thereby avoiding misleading comparisons with commercial competitors, such as the use of logos or trademarks belonging to competitors or even the comparison of products with those of a competitor which are not the same. no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essay Marketing regulations are applied differently in different regions of the world. This essay will focus on marketing regulation in the United Kingdom. In the UK, advertising and marketing is digital and regulated in two ways. First, advertising is regulated by a combination of legislations which are regulations based on law. The second mode of regulation is called self-regulation and is used to supplement legislative regulation. It is evident that the legislation by law leaves some gaps since the law is not broad enough to meet all the requirements of marketing and advertising. It is for this reason that the United Kingdom has self-regulation that goes beyond what the law requires (Uribe, R. & Fuentes-García, 930, 2017). Consumer Protection from Unfair Trading Regulations 2008 and the Data Protection Act 2008. 1999 are some of the main examples of legislative regulation of advertising, while the UK Code of Non-Broadcast Advertisements as well as Promotional Marketing and direct are the main forms of self-regulation. Self-regulated advertising is subject to an industry tax that funds it on the cost of purchasing advertising space and is collected by the Advertising Standards Board of Finance (ASBOF) (Walker & MJ, 28, 2017). The self-regulation system and the legislative regulation system work very differently. The self-regulatory system has a framework which is mainly based on the rules developed by the Committee of Advertising Practices (CAP). This committee is only strengthened by the Advertising Standards Authority (ASA). The CAP drafts and maintains the CAP code which includes, among others, agencies, media owners and advertisers. In the UK, the digital advertising industry is represented on the CAP by the IAB. The IAP has yet another role as a member of the CAP which involves not only advising the CAP and the ASA, but also providing practitioner advice. The ASA is an independent body which reinforces the code developed by the CAP. It also handles all complaints regarding advertising and ensures that advertising throughout the country is honest, decent and legal. The ASA was established in the 1960s by CAP and its mandate was extended until 2011 to also cover digital marketing communications on organizational websites and social media. Importantly, the CAP Code covers advertising in all non-broadcast media, including digital advertising (Kang et al, 20. 2017). The CAP code must be respected by all media, agencies and advertisers. in the UK, regardless of type. THECurrent rules require that the advertising method be responsible and must not threaten, exploit or even mislead a consumer (Noel, et al, 28, 2017). The CAP code does not only cover advertising aimed at adults. There are very strict regulations regarding advertising aimed at young people or children. The dynamic nature of the CAP code ensures its effectiveness. It is often updated to reflect any new legislation, technology, or even concerns. Some basic rules contained here include that one should be able to identify advertising as advertising and not something else. This is essential and relevant especially for marketing that is based on content and native distribution formats. These are designed in such a way that they resemble the surrounding content. The UK IAB has developed guidelines for native and content marketing to help marketers understand, be familiar with and comply with the CAP Code rules. The rules of the CAP code are not just random in the way they are structured. . The code contains advertising rules for particular types of services or products, some of which may include tobacco, alcohol and medicines (Just & MR, 405, 2017). The ASA has a process for how it handles citizen complaints. When filing a claim, the announcement is compared to the CAP code. The ASA must first attempt to resolve the complaint amicably by removing or amending the advertisement in question. If it is not possible to deal with the complaint, the ASA will carry out an investigation which includes giving the marketer or advertiser the opportunity to respond to the matter. The complex case is then presented to the ASA council which issues a formal verdict. The council will decide in its decision whether the advertisement in question has breached the regulations of the PAC Code one or more times. The IAP could also be asked to discuss the case before the ASA council considers it. The ASA council is not like other councils. It is the jury which decides on the complaints transmitted to it as the ASA investigation team. It is a structured council whose head is a president and has thirteen members. Five of these members have current knowledge of the advertising industries as well as the media industries. Every Wednesday, the board's decisions are published on the ASA website (Lee et al, 15, 2017). Self-regulation is put in place specifically for digital advertising. In 2011, for example, European media and advertising trade bodies published best practice principles through the EDAA for the EAA and EU markets, with the specific aim of ensuring transparency and oversight of the OBA. EDAA stands for European Interactive Digital Advertising Alliance. The principles of good practice in online behavioral advertising (OBA) have been integrated into the CAP code. Other self-regulatory initiatives are also available for online advertising and are overseen by the UK's JICWEBS. This is the body that not only ensures best practice in digital advertising trading around brand safety, but also sets out the principles of best practice.Essay 2IntroductionAds are made in the UK by various businesses, businesses, healthcare facilities and other businesses. These ads are either acceptable or controversial. Popular adverts are prevalent across the country, while controversial adverts have been criticized and reported to UK regulatory systems like the ASA and CAP. These regulatory systems evaluate controversial advertisingand take the necessary measures against the organization which produces these advertisements. The type of advertising may either be rejected by the regulatory system or it may be advisable to change its mode of advertising (Perelló-Oliver, S. & Muela-Molina, 17, 2017). Some of the most recognized controversial adverts in the UK are NHS and BHF (British Heart Foundation) adverts, Money Supermarket adverts, Protein World billboard campaign adverts and booking.com. These ads are some of the controversial ads that have been the subject of many complaints. In fact, the Money SuperMarket.com ad was the most criticized ad of the year. Photo from the NHS anti-smoking campaign The first advert of 2015 that received many complaints was an advert from the British Heart Foundation and the NHS. The advertisement stated that fifteen cigarettes led to a mutation that caused cancer in individuals. There was a poster in which an image of an anti-smoking campaign was inserted. The photo depicted a cigarette that had human flesh on the side of the cigarette (Schudson, 24, 2017) The cigarette was being smoked by an elderly man and he did not seem to care about the human flesh that was notoriously attached to the cigarette . The image is extremely frightening due to the presence of human flesh. Who on Earth is not afraid of naked human flesh? Probably cannibals, but who's sure they exist? The British Heart Foundation's advert is therefore considered controversial. There have been around 180 complaints and concerns about the controversial ad. Some claimed that most health organizations used very distressing advertisements to shock the public instead of simply advertising their campaigns in a comfortable manner. Some bodies attempted to defend the Department of Health by claiming the advert was not controversial and in fact the ASA denied the complaints saying the advert was not very horrible as it contained a very important message concerning health. The ASA in the UK regulatory system helps ensure that advertising complies with standards and is not seen as controversial by the public (Onuorah & JE, 20, 2017). The second ad that received many complaints was an ad from MoneySuperMarket in 2016. It received around 530 complaints, placing it fourth in a list of the ten most controversial ads. The list was prepared by the Advertising Standards Authority by ranking the most controversial adverts of 2016. The advert showed a video of Dave, a businessman, dancing with Parker, the admaker . Complaints were attracted by the pole dancing of Dave the company and builder Colin. They were in women's clothing and high heels, as well as men's suits as tops (Griffith, et al, 25, 2017). Dave the Businessman twerksThe insurance company was very naughty in 2016 because of the dance between Dave in high heels and the gang of "lockin" and "poppin". The dance could have looked very appealing due to the humorous nature of the dress and the dance itself, but most viewers with different perspectives would view the ad very differently. The advert was controversial due to Dave's outfit and Colin's 'poppin' gang. The dressing revealed a gay character. There are only a small percentage of gay people in the world and therefore many people will view the advert as controversial rather than humorous as Dave the Businessman thought. Since the advert focused on a gay or lesbian couple. , it received 896 additional complaints and therefore ranked again.