Ads have regulations and policies? (Bruh)

 

The recent controversy between the ASA (Advertising Standards Authority) and ArrDee, Litty Liquor campaign.

While the title of this blog post depicts a rudimentary take on the world of marketing, I was aware of the ASA (Advertising Standards Authority). An institution designed to regulate independent advertising and ensure adherence to Advertising Codes, the ASA is something that requires diligent awareness and one that I had not emphasised (or need to currently). Nevertheless, given my career in marketing, the regulatory body must have any marketer's utmost consideration. 

Now that the bush has been beaten around, a campaign published on Litty Liquor's (an alcoholic beverage brand) social media page featuring popular UK rapper 'ArrDee' in late December 2022 has been under fire for violating ASA's policies. The violations were: (1) featuring someone (ArrDee) who is under the age of 25 (during the time of publishing he was 20 years old); (2) promoting excessive alcohol consumption supported by the phrase "#GETLIT". Click here to read the full report.

According to an article published by the BBC, the social media posts have been removed and both parties have provided their acknowledgement to the situation. 

Ramifications could be minor or major for Litty Liquor and of course our mate 'ArrDee'. Nevertheless, this epitomises the importance of having an awareness of these regulatory frameworks when producing communications content. This is because a meticulous and innovative campaign idea can go down the drain if it lacks adherence to Advertising Codes, thereby highlighting the axiomatic importance of ensuring adverts are in line with entrenched guidelines. 

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