ASA (Advertising Standards Authority)

Harmful• Ads must not contain anything that is likely to condone or encourage violence or anti-social behaviour.
• Ads, especially those addressed to or depicting a child, must not condone or encourage an unsafe practice.
• Ads should be prepared with a sense of responsibility to consumers and to society. Particular care should be taken with ads addressed to or depicting children.
• Ads must not portray or represent children in a sexual way.
• Ads should comply with the law and should not incite anyone to break it.
• Ads must not cause fear or distress without justifiable reason; if it can be justified, the fear or distress should not be excessive.
• Marketers must not use a shocking claim or image merely to attract attention.
• Ads that are suitable for older children but could distress younger children must be sensitively scheduled.
• Ads for age-restricted products like alcohol and gambling must not be targeted at or likely to appeal to under-18s.
• Ads featuring sexual imagery, particularly posters that children are more likely to see, must be carefully targeted and avoid causing harm or offence.

Levis 2012 -

• Depicted children safety due to unsafe practice 'holding fireworks'.
• They believed that this was easy to copy which means people would have got harmed.
• Irresponsible 
• Harmful

Drop dead clothing (2011) -

• Extremely skinny models - promoting eating disorders such as annorexia 
• Promoted towards young girls 
• Its not representative of the clothing brand 
• Socially irresponsible and offensive 

Misleading
• No advertisement should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise.
• Marketers must hold documentary evidence to prove all claims, whether direct or implied that are capable of objective substantiation.
• Marketing communications must be obviously identifiable as such.

Kelloggs (2009) - 

• Implies that it may be healthy 
• Doesn't include the high content of sugar and fat 
• Parents would've bought this for kids, and kids ended up gaining more weight

POM Wonderful LLC (2008) - 

• Implies that you can live longer if you drink this juice.
• If you drink pomegranate juice you will never die 
• 23 people complained that this ad exaggerated the health benefits of the product.
• Obvious exaggeration is permitted in advertising

Damart (2005) - 

• This envelope is very misleading and upsetting.
• ASA ended up removing the envelope 

Ribena Tooth Kind (2000) - 

• This ad is misleading because the product supposedly benefited personal hygiene. 
• This ad wasn't misleading with their message but the image was 
• The bristles of the toothbrush have been replaced with ribena bottles, this wrongly implied that it benefited oral health. 

Offensive
• Advertisements should contain nothing that is likely to cause serious or widespread offence. Particular care should be taken to avoid causing offence on the grounds of race, religion, sex, sexual orientation or disability.
• Ads featuring sexual imagery, particularly posters that children are more likely to see, must be carefully targeted and avoid causing harm or offence.
• The fact that a product is offensive to some people is not grounds to remove an ad.

Antonio Federici (2010) - 

• Play on words on Salvation (Being saved by christ)
• This ad was complained as offensive because they believe it was mocking Catholicism. 
• The image of the two priests looking like they are about to kiss has been complained to be mocking the belief of roman catholics. 

Junkies Ltd (promotion for a student club night) (2010) 

• Causing offensive to people with dyslexia 
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