LO3: Adherence to ASA and OfComm

Loyalty Card

Compliance with ASA Guidelines

The ASA regulates advertising in the UK and ensures compliance with the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code).

1. Legal, Decent, Honest, and Truthful:

   • Visuals: The images are clean, visually appealing, and not misleading. The representations of the bubble tea and fruit ingredients are clear and accurately depicted.
   • Branding: The Ktea logo is prominently displayed, ensuring brand recognition and transparency.

2. Misleading Advertising:

   • Imagery: The bubble tea and fruit images are realistic and not exaggerated. There is no indication that the advert misleads consumers about the nature or quality of the product.
   • Product Representation: The bubble tea images and fruit symbols suggest natural ingredients, aligning with what is likely offered.

3. Harm and Offense:

   • Content: The advert is inoffensive and contains no potentially harmful or controversial content. The soft colours and pleasant design appeal to a broad audience without causing offence.
   • Health Claims: The advert does not make any health claims that could be misleading or require substantiation.

4. Children:

   • Appeal: While the advert will appeal to younger audiences due to its colourful and playful design, it does not exploit their credulity, loyalty, vulnerability, or lack of experience.

Compliance with Ofcom Guidelines

Ofcom regulates the content and standards of TV and radio adverts but also oversees other areas like online advertising to ensure compliance with broader communications regulations.

1. Taste and Decency:
   • The advert is tasteful and uses appropriate imagery. The design is clean and aesthetically pleasing, adhering to decency standards.
2. Transparency:
• Branding: The Ktea logo is clearly visible, ensuring that the origin of the advertisement is transparent.
• Information: The advert does not contain complex or hidden messages. It straightforwardly promotes the brand and its products.

Social media post

Compliance with ASA Guidelines

1. Legal, Decent, Honest, and Truthful

   • Accuracy: The advertisement accurately represents the Strawberry Fruit Tea without any exaggeration or misleading elements. The use of real fruit imagery aligns with what the product offers.
   • Decency: The content is appropriate for all audiences, maintaining a high standard of decency and tastefulness.

2. Misleading Advertising

   • Transparency: The advertisement clearly represents the product. No claims or images could mislead the consumer about the nature or quality of the product.
   • Realistic Imagery: The depiction of strawberries suggests using natural ingredients, which should be accurate to avoid misleading consumers.

3. Harm and Offense

   • Non-offensive Content: The advertisement is inoffensive and uses appealing visuals that are unlikely to harm or offend any audience.
   • No Health Claims: The advertisement does not make any health claims, avoiding the risk of providing misleading health-related information.

4. Appeal to Children

   • General Appeal: While the design may appeal to younger audiences, it is suitable for all age groups and does not exploit children’s vulnerability or lack of experience.

Compliance with Ofcom Guidelines

1. Taste and Decency
   • Appropriate Content: The advertisement is tasteful and appropriate, adhering to decency standards and avoiding controversial or offensive content.
2. Transparency
   • Clear Branding: The Ktea logo is prominently displayed, ensuring that viewers can clearly see the origin of the advertisement.
   • Simple Messaging: The text "Strawberry Fruit Tea" is clear and direct, making it easy for consumers to understand what is advertised.

Promotional Video

1. Legal, Decent, Honest, and Truthful

   • Accuracy: The video accurately represents the bubble tea preparation process. The step-by-step visuals show how the tea is made, ensuring viewers understand the product's quality and freshness. There is no exaggeration or misleading information.
   • Decency: The content is appropriate for all audiences. The video uses engaging and friendly visuals, maintaining a high standard of decency. The scenes of youngsters enjoying the product are wholesome and positive.
   • Honesty: The video transparently shows the ingredients and the preparation process, ensuring honesty. It does not falsely claim the product’s benefits or ingredients.

2. Misleading Advertising

   • Transparency: The video is clear about what it is advertising. It transparently communicates the product’s features and quality by showing the preparation process. The emphasis on fresh ingredients is visually supported, preventing any misleading implications.
   • Realistic Imagery: The video uses real footage of the bubble tea preparation and consumption, providing a truthful and realistic portrayal of the product.

3. Harm and Offense

   • Non-offensive Content: The video content is non-offensive and suitable for all age groups. Using soft colours and positive interactions ensures that it does not cause harm or offence.
   • No Health Claims: The video does not make explicit health claims, which helps avoid the risk of misleading consumers. Instead, it focuses on the product's enjoyment and freshness.

4. Children

   • General Appeal: The video features youngsters aged 15-18, but it is appropriate for all audiences. It does not exploit children's vulnerability or lack of experience. The portrayal of young people enjoying the product is done responsibly, ensuring that it aligns with ASA’s guidelines on advertising to children.

Ofcom Compliance

Ofcom oversees the regulation of broadcast advertisements, ensuring that they adhere to standards of taste and decency and are not misleading or harmful. Here’s how the Ktea promotional video complies with Ofcom guidelines:

1. Taste and Decency

   • Appropriate Content: The video is tasteful and appropriate. The visuals of the bubble tea preparation and young people enjoying the product are engaging and positive. The content is suitable for broadcast, maintaining decency standards.
   • Positive Imagery: The video uses positive and wholesome imagery, showing social interactions among youngsters. This contributes to a pleasant viewing experience that aligns with Ofcom’s standards.

2. Transparency

   • Clear Branding: The Ktea logo is prominently displayed throughout the video – during preparation and when the product is enjoyed. This ensures that viewers are clear about the brand being advertised.
   • Straightforward Messaging: The video communicates its message clearly and effectively. It shows the step-by-step process of making bubble tea, ensuring that the advertising message is easily understood by viewers.