Code of Advertising Practice and Procedural Guide

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