Free Student Delivery
Trusted Reliable Content
Secure Checkout

Code of Advertising Practice and Procedural Guide

Advertising Standards Authority of South Africa is the official Code of Advertising Practice of the Advertising Standards Authority of South Africa.

Publication Language: English
Print
R628.61
Quantity
This item is on backorder, you will be charged and the item will be shipped when available
Published:
ISBN/ISSN: 060CODEADVSYS

Product details

Advertising Standards Authority of South Africa is the official Code of Advertising Practice of the Advertising Standards Authority of South Africa.

The Independent Broadcasting Authority Act No. 153 of 1993 imposes a statutory duty on all broadcasters to adhere to the Code as determined and administered by the Advertising Standards Authority (ASA). The Code of Advertising Practice lays down the requirements of professional conduct and sets out the self-imposed limitations accepted by those using or working in advertising. This publication is updated annually keeping subscribers abreast of new developments.

Featured authors

Table of contents

The Code of Advertising Practice

Preface

Sections

Introduction

Preamble

Scope

Interpretation

Definitions

Confidentiality

General principles

Offensive advertising

Honesty

Unacceptable advertising

Truthful presentation

Price comparisons

Disparagement

Comparative advertising

Exploitation of advertising goodwill

Imitation

Testimonials

Protection of privacy and exploitation of the individual

Identification of advertisements

Safety

Children

Guarantees

Money-back undertakings

Use of the word "new" in advertising

Use of animals in advertising

Pricing policy

Specific categories of advertising

Anti-perspirants and deodorants

Antiseptics, germicides and disinfectants

Betting tipsters

Charitable causes

(Deleted)

Commemorative and other items produced in limited editions

Collectibles and limited editions

Competitions

Cosmetics

Educational courses

Financial advertising

Franchise schemes

Furniture advertising

Hair and scalp products

Imported products

Inclusive tours

Mail order advertising

Motor vehicle advertising

Property advertising

Protein claims

Pseudo cheques

Slimming

Smoking deterrents

Standards and research bodies

Stock remedies

Toothpastes and other similar products

Television sets and other domestic appliances on rental

Water diviners

Exploitation of superstition or beliefs

Cellular telephones

Non-availability of advertised products

Identification of editorial style print advertisements

Appendices

Alcohol advertising – ARA

Introduction

Object of the Code

Basic rules

Additional rule relating to promotions

Additional rules relating to packaging

Additional media rules

Advertising of cosmetics

Preamble

Legality

Definition of a "cosmetic product"

The use of words in a cosmetic context and in a medicinal context

Unacceptable claims

Substantiation

Use of the words natural and organic

Use of the word "pure"

Non-content claims

Claims made for ingredients

Hydroxy acids used as chemical exfoliators

Cosmetic cellulite products

Skin-lightener products

Hair and scalp products

Sunscreen products

Direct Marketing Advertising – DMASA

Definition of direct marketing

Application

Responsibility for direct marketing communications

“Must� vs “should�

Demonstration of commitment

Overarching ethical principles

Universal marketing practices

Protection of personal privacy

Marketing to children and minors

Sub-disciplines and specific marketing practices

Responsibilities of service providers

Glossary of terms

Advertising for slimming

Introduction: What is slimming?

Mass loss

Advertising of breast milk substitutes, baby feeding bottles and teats

Breast milk substitutes

Baby feeding bottles and teats

Advertising of timesharing

Preamble

Conformity with legislation

Information, descriptions and disclosures

Truthful presentation

Resale and rental value

Sales presentations

Offering of benefits

Gift incentive promotions

Advertising containing environmental claims

General

Absolute claims and statements

Recyclable

Degradable

Ozone friendly

Advertising of collective investments (previously known as unit trusts)

Preamble

Advertising requirements

Mandatory disclosures for advertising

Pet-food advertising

Preamble

Registration and substantiation

Definition and terms

Existing and new registration numbers

Registration of products that deviate from the guidelines

Requirements for the registration of pet-food products

Labelling and marketing of pet-food containers

Claims, content, and analyses

Procedure: Sampling and testing of pet food

Food and beverage code

Preamble

Scope

Interpretation

Honesty

Responsibility

Misleading

Social values

Product endorsement

Inexperience and credulity

Substantiation

Disclaimers

Testimonials

Marketing promotions

Marketing communications on pre-school and primary school premises

Guidelines

Medicines

Medicines and Related Substances Control Act 101 of 1965

Definition of "medicine"

Homeopathic medicines

Rulings received from the Medicines Control Council

Cosmetics

Definition of a "cosmetic"

Department of Health rulings

Slimming advertisements

Application of Appendix D

Muscle toning or "centimetre loss"

Department of Health requirements for the labelling and advertising of slimming products

Definition of the scope of the profession of dietetics

The use of testimonials and photographs in slimming advertising

Department of Health rulings on slimming

Agricultural Product Standards Act 119 of 1990

Fresh Citrus Juice

Labelling of fruit juices and drinks

Sale and Service Matters Act 25 of 1964 (as amended)

Definition of selling price

Display or marking of prices of goods

Research

Selection of research practitioner or research house

Research requirements

Notes on the application of the SAMRA Code

Publication of results

Application of the SAMRA Code

Conclusion

Independent Broadcast Authority - Definition of advertising

Miscellaneous

Bottles and teats advertising

Acts affecting advertising

ARA Underage Line Policy Code Annexure A

Procedural Guide

D - Before lodging a formal complaint

Avoidance of conflict

Lodging of complaints with the ASA

Complaints may be submitted as follows

Documentation submitted to the ASA

General principles applicable to representations at ASA hearings

Legality

The role of the Directorate in regard to contraventions of the Code

Consideration of complaints by the Advertising Standards Committee

Consideration of complaints by the Advertising Industrial Tribunal

Expert assistance in discrimination complaints

Final appeals against rulings of the Advertising Standards Committee or Advertising Industry Tribunal

Enquiry Committee

Sanctions

Enforcement of rulings

Arbitration

Index