Write 12 page essay on the topic In what way should the UK Cap Codes (CAP/BCAP Codes) be reformed.
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The codes were launched in March 2009 in an attempt to review the entire CAP code. Through this a new UK Code of Broadcast Advertising (BCAP Code) was created and it was made sure that the two codes were efficient in their function and that the two were always updated to meet the changes that took place in the market and technology as well. Following the launching of the two codes, 30,000 responses were received from various organs such as the parent and children groups, consumer protection bodies which were then considered by CAP and BCAP and this later on resulted to the new versions of the codes. The codes were then enforced by the Advertising Standard Authority (ASA) which enforced them on behalf of OFCOM. ASA has the power to impose sanctions for non-compliance and this means that the two codes any legal force but work under the control of ASA. In other words the two Codes only supplement the law. However, the 12th edition of the CAP Code came to force in September 2010. In order to be able to state the reforms that I think are necessary in the CAP/BCAP it is important to understand the rules that are currently being applied in the two UK Codes. In that way it will be easy to easy to give an adjustment or if a new rule is necessary. It is also important to note that the Advertising Codes are kept up to date on daily basis meaning that the codes change frequently. The BCAP Code applies to all advertisements and program sponsorship credits on both the radio and TV which are specifically licensed by OFCOM. The Code was intended to outline to the advertisers and their broadcasters of the standard expected from their advertisement and at the same time protecting the consumers from being misled and from false advertisements. ASA expects all the broadcasters licensed by OFCOM to be having good knowledge of these codes and ASA avails them in their website The BCAP Code is in many sections and it will be important to look into all the sections individually so as to see which reforms are necessary. To be specific there are 32 sections under the BCAP Code and the Code operates as a rule. Let’s start be looking in each section and stating the necessary reforms necessary. Reforms 1) Compliance The principle of compliance is that the advertisers should not by any means mislead the children or the adults in their advertisements. The broadcasters are also expected to check the ASA website in order to get new adjustment so as to comply with the code. Some of the rules that should be reformed under compliance are rule (1.2 and 1.3). Rule 1.2 says that “advertisements must be prepared with a sense of responsibility to the audience and to society”. This rule should be added some weight by including the social responsibility of the broadcasters. As for rule 1.3, ASA website should be included in the statement “Advertisements must comply with the law and broadcasters must make that a condition of acceptance”. This will act as a point of reference for the broadcasters. 2) Recognition of marketing communications This is the section two of the code and the rule in this section should be read in conjunction with all other parts of the Code and especially section 32 (scheduling of advertisements). The rules that should be reformed in this section are rules 2.5 which apply on radios only.
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