LO3: Explain how the adverts meet the codes and conventions of the ASA & Ofcom

Compliance

The ASA states that the central principle for all marketing communications is that they should be legal, decent, honest and truthful. All marketing communications should be prepared with a sense of responsibility to consumers and society and should reflect the spirit, not merely the letter, of the Code. I believe that I have met this code as I have not included any false information in any of my adverts

Recognition of Marketing Communications

The ASA states that: 

• Marketing communications must be obviously identifiable as such
• Unsolicited e-mail marketing communications must be obviously identifiable as marketing communications without the need to open them
• Marketing communications must not falsely claim or imply that the marketer is acting as a consumer or for purposes outside its trade, business, craft or profession; marketing communications must make clear their commercial intent, if that is not obvious from the context.
• Marketers and publishers must make clear that advertorials are marketing communications; for example, by heading them "advertisement feature".

I am not responsible for the publishing or marketing of the adverts I have created. This is the responsibility of Design Space Architects™. Therefore this convention is not relevant to me.

Misleading Advertising

The ASA states that:

• Marketing communications must not materially mislead or be likely to do so.
• Obvious exaggerations ("puffery") and claims that the average consumer who sees the marketing communication is unlikely to take literally are allowed provided they do not materially mislead.
• Marketing communications must not mislead the consumer by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.
• Marketing communications must not materially mislead by omitting the identity of the marketer.
• Subjective claims must not mislead the consumer; marketing communications must not imply that expressions of opinion are objective claims.

I believe that I have met this code as the advertising material I have produced is not likely to mislead anyone. To avoid any confusion I have not exaggerated any claims throughout my advertising.

Privacy

The ASA states that Individuals should be protected from unwarranted infringements of privacy. I believe I have met this regulation as I have not taken pictures of anyones property without their permission. When taking pictures of the inside of peoples properties I have tried to remove as many personal possessions from the view of the camera as possible so as not to intrude on their private life and I have not taken pictures in anywhere that a normal house guest wouldn't go (e.g. bedrooms).