The Advertising Standards Authority

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The ASA(advertising standards authority) policies advertising. Anyone who thinks that the regulations have been broken can complain to the ASA. If an advertiser is found guilty of breaking the law, they may not be able to use the advertisement, or may even be prosecuted.

Case Scenario

    https://www.youtube.com/watch?v=AO56QVAR1Qc 
  1. The audience for this product are anyone of age who is looking for an accommodation to stay in, someone who needs a place to stay, no matter the income that they have or the want/need that they have. People who are finding a place to stay while on their travels no matter their social grade.
  2. The advertisement appeals to its audience by showing them just a handful of hotels that they have on their website with a narrator doing the voice over with "epic" music on in the background. This appeals to the audience by showing them one of the top hotels that they can book and some of the activities that, that hotel offers and with the music makes the audience feel more attracted to the advertisement and the narrator making the hotel sound like paradise and saying that there is a paradise for everyone, their own version of paradise no matter their income.
  3. In my personal opinion, I think that this advert is not offensive as it a comical way to gain brand awareness, the way that the slogan is said "booking.com, booking.yeah" makes the audience eyes light up as it is an easy phrase that will be hard to forget. However, I do understand why some of the audience may get offended because it is replacing a swear word with booking but they need to understand that they have explicitly went out their way to offend anyone they just wanted to create a slogan that will be easy for the audience to remember.
  4. According to www.smarttravel.com, booking.com is one of the top hotel booking sites for the cheapest prices and this makes me believe that they are achieving their aim by reinforcing brand recognition by making an "epic" advert that will build up the audiences adrenaline and this will entice them into using their slogan and using their website to book a hotel.
https://www.gov.uk/marketing-advertising-law/regulations-that-affect-advertising
Advertising to consumers:

The Consumer Protection from Unfair Trading Regulations mean you cannot mislead or harass consumers by, for example:
  • including false or deceptive messages
  • leaving out important information
  • using aggressive sales techniques
Advertising to businesses:
Advertising to businesses is covered by the Business Protection from Misleading Marketing Regulations. As well as being accurate and honest, you must not make misleading comparisons with competitors, that includes:
  • using a competitor’s logo or trademark, or something very similar
  • comparing your product with a competitor’s product that’s not the same
If you break the regulations, you could be reported to a local Trading Standards office. You could be fined, prosecuted or imprisoned.

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