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Notes of Guidance

Contents

Introduction

Section 1 General Points
1.1 General Principles
1.2 Compliance with the Law
1.3 Transmitting a Commercial
1.4 Complaint Handling by ASA
1.5 Adjudications
1.6 Appeals

Section 2 Creative Treatments
2.1 Accurate Portrayal of Products
2.2 Demonstration Sequences
2.3 References to Companies, Individuals, Brand Names, etc.
     2.3.1 References to Living Persons
     2.3.2 References to the Deceased
     2.3.3 Impersonations and Caricatures
     2.3.4 Testimonials
     2.3.5 Fictional Playlets
     2.3.6 Actors as Testimonees
     2.3.7 Children as Testimonees
     2.3.8 Medical Testimonials
     2.3.9 Deleted
     2.3.10 Denigration
     2.3.11 Deleted
     2.3.12 Intellectual Property
     2.3.13 Ref's to Competitive Broadcasters
     2.3.14 Advertising by Competitive Broadcasters
2.4 Subliminal Techniques
2.5 Superimposed Text
2.6 Flashing Images

Section 3. Separation Between Advertising and Programming
3.1 Ensuring Viewers know they are Watching Advertising
    3.1.1 Long Advertisements
    3.1.2 Programme Features in Advertising
3.2 Programme Independence
    3.2.1 Programme Extracts
           3.2.1.1 Quick Guide to Restrictions on the use of Programme Elements
3.3 Programme Sponsorship
3.4 References to Broadcasters and Programmes in Advertisements
3.5 Programme Performers
    3.5.1 Children's' Programme Performers
    3.5.2 Quick Guide to Performer and Programme Restrictions
3.6 Interactive Television Services

Section 4. Unacceptable Products
4.1 Breath Testing Devices
4.2 Betting Tips
4.3 Betting and Gaming
4.4 Tobacco Products
     4.4.1 Product and Service
     4.4.2 Indirect Promotion
4.5 Private Investigation Agencies
4.6 Guns and Gun Clubs
4.7 Escort Agencies
4.8 Pornography
     4.8.1 Adult Material
     4.8.2 Less Explicit Material
4.9 The Occult
     4.9.1 Exceptions
             4.9.1.1 Horoscopes
             4.9.1.2 Tarot
4.10 Commercial Services offering Individual Advice on Personal or Consumer Problems
4.11 Political and Controversial Issues
       4.11.1 Advertisements
       4.11.2 Status of the Advertiser
       4.11.3 Exceptions
4.12 'Specific Product' Sections
4.13 Indirect Promotion of Unacceptable Products or Services
       4.13.1 Websites
4.14 Specific Areas of Concern
       4.14.1 Tobacco Products
       4.14.2 Smoking in Advertising
4.15 Prescription Medicines
4.16 Gambling

Section 5. Misleading Advertising
5.1 Limitations on Offers
5.2 Evidence
    5.2.1 The Need for Evidence
    5.2.2 The Nature of the Evidence
          5.2.2.1 Hygienic Cleaners
          5.2.2.2 Comparative Battery Performance Claims
          5.2.2.3 Comparative Antiperspirant Performance Claims
          5.2.2.4 Comparative Vacuum Performance Claims
    5.2.3 The General Requirement
    5.2.4 Medical Evidence
5.3 Claims
    5.3.1 Superlative Claims
    5.3.2 Qualified Superlative Claims
5.4 Particular Claims
    5.4.1 Guarantees
    5.4.2 Sales Claims
    5.4.3 Claims that Products or Services are 'Free'
    5.4.4 Price Claims
          5.4.4.1 Actual Cost to the Consumer to be stated
          5.4.4.2 Price Comparisons
          5.4.4.3 Refunds
          5.4.4.4 Shopping Baskets
    5.4.5 The Legal Position
    5.4.6 'Lowest' or 'Best' Price Claims
    5.4.7 'Unbeatable' Price Claims
    5.4.8 Price Guarantees
    5.4.9 Price Promises
5.5 Comparative Performance Claims
5.6 Denigration
5.7 Naming Comparisons
    5.7.1 The Legal Position
5.7.2 Clearcast's Requirements
5.8 Claims in Superimposed Text
5.9 Claims Relating to Mobile Phone Tones and Logos, etc.

Section 6. Harm and Offence
6.1 Harm
    6.1.1 Health and Safety
    6.1.2 Safety and Children
    6.1.3 Child Emulation
    6.1.4 Harm to Animals
    6.1.5 Demeaning Portrayals
    6.1.6 Harm to the Environment
    6.1.7 Photosensitive Epilepsy
    6.1.8 Sound Levels
6.2 Offence
    6.2.1 Death
    6.2.2 Violence
          6.2.2.1 Film Trailers
    6.2.3 Discrimination
    6.2.4 Harmful Stereotypes
    6.2.5 Religion and Spiritual Belief
    6.2.6 Sex and Nudity
    6.2.7 Language
    6.2.8 Personal Distress
    6.2.9 Privacy
    6.2.10 Unjustified Appeals to Fear
    6.2.11 Bullying

Section 7. Advertising and Children
7.1 Children as Viewers
7.2 Timing Restrictions
7.3 Avoiding Harm to Children
    7.3.1 The Purpose of the Code Rules
    7.3.2 Safety in the Home
    7.3.3 Safety Outdoors
    7.3.4 Child Emulation
    7.3.5 Dangerous Toys
    7.3.6 Things Unsuitable for Children
    7.3.7 Health and Hygiene
7.4 Children's Lack of Experience
    7.4.1 Exaggerations
    7.4.2. Children's Toys and Other Products
    7.4.3 Price and Value
7.5 Promotions of Interest to Children
7.6 Undue Pressure and Pestering
7.7 Lottery Style Promotions
7.8 Clubs
7.9 Direct Response Advertising and Children
    7.9.1 Cash with Order Advertising
    7.9.2 Premium Rate Telephone Lines
7.10 The Child in Advertising
    7.10.1 Children's Behaviour
    7.10.2 Children as Presenters
    7.10.3 Testimonials
    7.10.4 Exploitative Presentation

Section 8. Medical Claims
8.1 MHRA Marketing Authorisation
8.2 PAGB
8.3 Mandatory Information to be given in Advertising
8.4 Relief of Symptoms
8.5 Information and Evidence
    8.5.1 Claim Support
    8.5.2 Marketing Authorisations
    8.5.3 Clinical Trials
    8.5.4 Product Packs and Enclosed Leaflets
    8.5.5 References to other Advertisements
8.6 Unacceptable Products, Claims and Presentations
    8.6.1 Unacceptable Products
    8.6.2 Superlative Claims
    8.6.3 Lengthy Courses of Treatment
    8.6.4 Misleading Indications and Exaggerations
    8.6.5 Viewer Comprehension
    8.6.6 Self Diagnosis
    8.6.7 Appeals to Fear
    8.6.8 'Necessary'
    8.6.9 Indiscriminate and Prophylactic Use
    8.6.10 Trivialisation
    8.6.11 Disparagement
    8.6.12 Tonic
    8.6.13 Refunds and Special Promotions
    8.6.14 Professional Endorsement
    8.6.15 Infectious Situations
    8.6.16 Serious Conditions
    8.6.17 Distasteful Presentations
    8.6.18 Vitamins
    8.6.19 Correct Dosage
8.7 Types of Claim and Presentation
    8.7.1 'New', 'Improved', 'Breakthrough', etc.
    8.7.2 Medical Efficacy and Sales Claims
    8.7.3 Comparative Claims for Medical Products
    8.7.3.1 Naming Comparisons
    8.7.3.2 Comparative Claims
    8.7.4 Presenters
    8.7.5 Consulting a Doctor
    8.7.6 Testimonials
8.8 Safety
    8.8.1 Natural Products
    8.8.2 Unqualified Claims
    8.8.3 Unsafe Situations
8.9 Particular Conditions, Products and Services
    8.9.1 Clinics for the Treatment of Hair and Scalp
          8.9.1.1 Baldness
    8.9.2 Colds and Influenza
          8.9.2.1 Relief, Not Cure
          8.9.2.2 Serious Conditions
          8.9.2.3 Portrayal of Symptoms, Treatments or Recovery
          8.9.2.4 Vitamins
          8.9.2.5 Infectious Situations
    8.9.3 Coughs, Catarrh, Sore Throat, etc.
          8.9.3.1 Pain
          8.9.3.2 Cures
          8.9.3.3 References to Germs
          8.9.3.4 Congestion
          8.9.3.5 Gargles
    8.9.4 Analgesics
          8.9.4.1 Headaches and Minor Conditions
          8.9.4.2 Arthritis, Rheumatic and Allied Pains
    8.9.5 Indigestion
          8.9.5.1 Intestinal Disorders
    8.9.6 Skin Ailments and Treatments
          8.9.6.1 'Spots'
          8.9.6.2 Suntan Lotions
          8.9.6.3 Mildness Claims for Detergents
          8.9.6.4 Cosmetics Claims and the effects of Ageing
          8.9.6.5 Penetration Claims
    8.9.7 Antiperspirants
    8.9.8 Products for the treatment of Sleeplessness
    8.9.9 Diets
          8.9.9.1 Very Low Calorie Diets (VLCD)
          8.9.9.2 Substitutes for Main Meals
          8.9.9.3 Vitamins and Slimming
          8.9.9.4 Mechanical Devices
    8.9.10 Vitamins and Minerals
    8.9.11 Eating and Dental Health
8.10 Toothpastes and other Oral Hygiene Products
    8.10.1 Plaque Removal
    8.10.2 Prevention Decay
          8.10.2.1 Tested Fluoride Toothpastes
          8.10.2.2 Other Toothpastes
    8.10.3 Bad Breath
    8.10.4 Impressions of Professional Support
8.11 Antiseptics and Disinfectants
8.12 Smoking Deterrents
8.13 Pregnancy Testing Services and Kits
    8.13.1 Pregnancy Testing Services
    8.13.2 Pregnancy Testing Kits
8.14 Opticians
8.15 Contact Lenses
8.16 Homeopathic Medicines and Treatments
8.17 Medicines and Children
    8.17.1 Symptoms
    8.17.2 Medicines Suitable for Children
    8.17.3 Restrictions on Times of Transmission
    8.17.4 Confusion with Sweets
    8.17.5 References to Pain, etc.
    8.17.6 Children as Presenters
    8.17.7 Child Safety
    8.17.8 Claims to enhance Performance
    8.17.9 Health Education

Section 9. Food and Drink
9.1 Food Advertising and Public Policy
9.2 Legal Requirements: the Advertisers' Responsibility
9.3 Excessive Consumption
9.4 Comparisons and Good Dietary Practice
9.5 Oral Health
9.6 Flavours
9.7 Calorie Claims
9.8 Protein Claims
9.9 Vitamins and Minerals
9.10 Dietary Supplements
9.11 Restorative and Medicinal Claims
9.12 Ingredients
9.13 Additives
9.14 Genetically Modified Ingredients
9.15 Functional Foods
9.16 Organic Foods
9.17 Visuals of Food and Drink
9.18 Manufacturing Processes
9.19 Impressions of Country of Origin
9.20 Accurate Descriptions of Products
9.21 Nutritional and Health Claims
9.22 Energy Claims
9.23 Fats, Polyunsaturated Fats and Cholesterol
9.24 Doctors in Food Advertisements
9.25 Children in Food Advertisements
9.26 Confectionery and Snacks

Section 10. Slimming and Weight Control
10.1 Statutory and Regulatory Background
10.2 Low Calorie Diets
10.3 Very Low Calorie Diets (VLCDs)
10.4 Meal Replacement Products
10.5 Calorie-reduced Foods
10.6 Comparisons
10.7 Weight Loss Claims
10.8 Celebrity Testimonials and endorsements
10.9 Vitamins and Slimming

Section 11. Alcohol
11.1 Background
11.2 Alcohol Rules and Guidance Notes
Section 12. Religion
12.1 General Points
12.2 Acceptable Categories
12.3 Unacceptable Advertisers
12.4 Occult, Psychic Practices and Exorcism
12.5 Fund Raising
12.6 Beliefs
12.7 Benefit Claims and Counselling
12.8 Use of Fear
12.9 Children and the Young
12.10 Advertising on Specialist Religious Channels

Section 13. Charities
13.1 Misrepresentation
13.2 Acceptable Advertisers
13.3 Emotional or Exaggerated Appeals
13.4 Comparisons
13.5 Distressing Issues and Images
13.6 Children
13.7 Use of Children
13.8 Animal Suffering
13.9 References to Charities in General Advertising

Section 14. Finance
14.1 General Points
14.2 Investments
14.3 Savings and Deposits
14.4 Lending and Credit
14.5 Insurance
14.6 Mortgages
14.7 Non-UK Based Timeshare
14.8 Early Pension Redemption
14.9 Personal Injury Advertising

Section 15. Sensitive Products
15.1 Sanitary Protection
15.1.1 Avoiding Offence and Embarrassment
15.1.2 Appeals to Insecurity
15.1.3 Visual Treatments and Product Description
15.1.4 Comparisons
15.1.5 Promotional Techniques and Testimonials
15.1.6 Presenters and Voice-Overs
15.1.7 Very Young Women
15.1.8 Restrictions on Times of Transmission
15.2 Other Products Subject to Similar Considerations as for Sanitary Protection
15.3 Branded Contraceptives
15.3.1 Avoiding Controversy and Minimising Offence
15.3.2 Visual Treatments
15.3.3 British Standard no. 3704
15.3.4 Comparisons
15.3.5 Promotional Techniques
15.3.6 Public Service Advertising
15.3.7 Restrictions on Times of Transmission

Section 16. Cash With Order - Distance Selling
16.1 Ensuring Customers' Satisfaction
16.2 The Approval Process
16.3 Obtaining Advertising Clearance
16.4 Complaints about Fulfilment
16.5 Teleshopping

Section 17. Cars and Motorbikes
17.1 Cars and Driving
17.2 Foreign Settings
17.3 Off-Road Sequences
17.4 Fantasy
17.5 Speed and Acceleration
17.6 Racing and Rallying
17.7 Demonstrating Safety Features

Section 18. Environmental Claims
18.1 Transparency - Identifying The Benefit
18.2 Scientific Terminology
18.3 Factual Evidence
18.4 Generalised Claims
18.5 Limited or Qualified Claims
18.6 Claiming a False Advantage
18.7 Avoiding Ambiguity
18.8 Claims Relating to Testing on Animals

Appendix 1 Submitting Work to Clearcast
Appendix 2 Scheduling
Appendix 3 Guidelines for Superimposed Text from BCAP Guidance on Text and Subtitling in Television Advertising
Appendix 4 Photosensitive Epilepsy and Flashing Images
Appendix 5 The Cash With Order Agreement
Appendix 6 Advertising and Promotion of Consumer Products Making Anti-microbial Claims
Appendix 7 Protocol for Antiperspirant Effectiveness

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