Lordy Lordy…PC advert censor is set to more proactively seek out easy offence

Posted: 8 March, 2015 in ASA Advert Censor
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Read more ASA Watch at MelonFarmers.co.uk

ASA logo The advertcensiors at ASA have published waffle responses to a consultation on introducing newprioritisation principles. The ASA explains:The principles were developed in line with our five-year strategy 2014 — 2018, which is our public commitment to Having more Impact and Being more Proactive in how we regulate. It expresses our ambition to make every UK ad a responsible ad. [this would more snappily read: our ambition to make every UK ad a PC ad].

Under these prioritisation principles we will:

  • – consider what harm or detriment has occurred or might occur;
  • – balance the risk of taking action versus inaction;
  • – consider the likely impact of our intervention; and
  • – consider what resource would be proportionate to the problem to be tackled.

They will help us decide what resource we commit, or activity we undertake, in response to issues identified either through complaints or other forms of information, e.g. research or intelligence from another regulator.

This more proactive and targeted approach will allow us to have the biggest impact on the issues that matter most, benefitting consumers, society and responsible advertisers alike. [The ASA bizarrely thinks that its PC pedantry is somehow beneficial to society!]

We launched the consultation in November 2014, following pre-consultation with other regulatory bodies, consumer groups and business groups. We’re grateful to those who responded and are satisfied, based on the feedback we’ve received, that we’d identified the appropriate prioritisation principles to help guide the allocation of our regulatory resources.

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