: Limitations of marketing; marketing research and marketing planning; segmentation and targeting.
The UK Advertising Codes lay down rules for advertisers, agencies and media owners to follow.
They include general rules that state advertising must be responsible, must not mislead, or offend and specific rules that cover advertising to children and ads for specific sectors like alcohol, gambling, motoring, health and financial products.
The British Code of Advertising Practice (BCAP) is what is known as a voluntary code. BCAP is administered by the Advertising Standards Authority (ASA). There are six main areas covered by BCAP which you need to be aware of.
• Decency - The code says that advertisements should contain nothing which is likely to cause grave or widespread offence, including causing offence on the grounds of race, religion, sex, sexual orientation or disability.
• Truthfulness – a claim must be true with backed up evidence.
• Health claims - If you are advertising anything offering health benefits you should consult the ASA for advice.
• Safety - There are several safety provisions in BCAP, particularly relating to alcohol and motoring advertisements.
• Children - There are restrictions on -advertisements which encourage children to make excessive purchases, or which promote unhealthy eating habits such as 'snacking' or eating too many sweets.
• Environmental claims - Claims such as environmentally friendly should not be used without qualification unless there is convincing evidence that the product will cause no environmental damage.
What is the Sale ofGgoods act?
Sellers must abide by. When you buy goods it means you've entered into a contract with the seller of these goods.
• Goods must be described
• Satisfactory quality
• Fit for purpose
• Match any sample in store
• Any disruption in a brochure
If the goods fail to meet any of the above criteria then you could have a claim under the sale of goods act....