IndexEssay 2IntroductionNHS anti-smoking campaign imageDavisci twerking businessmanAdvertising is done by various companies to publicize and make customers aware of the business with the aim of maximizing the company profits Commercial activity. In any case, this is not done as some advertisements rather tarnish the company's reputation. It is for this reason that regulation is adopted to strengthen the protection of businesses from marketing regulations that may be misleading. Regulation of advertising is also carried out to ensure honesty, transparency and accuracy which helps to avoid misleading comparisons with commercial rivals such as the use of logos or trademarks that belong to competitors or even comparing products with those of a competitor who are not the same.Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay Marketing regulation is applied differently in different parts of the world. This essay will deal with the regulation of marketing in the UK. In the UK advertising and marketing is digital and regulated in two ways. First, advertising is regulated by a legislative combination which is law-based regulation. The second mode of regulation is called self-regulation and is used to complement legislative regulation. Obviously, the legislation leaves some gaps as the law is not broad enough to meet all marketing and advertising needs. It is for this reason that the United Kingdom has equipped itself with self-regulation that goes beyond what the law requires (Uribe, R. & Fuentes-García, 930, 2017). Consumer Protection from Unfair Trading Rules 2008 and the Data Protection Act 1999 are some of the leading examples of legislative regulation of advertising, while the UK Non-broadcast Advertising Code together with promotional and direct marketing are key forms of self-regulation. Self-regulatory advertising involves an industry levy that finances it on the cost of purchasing advertising space and is collected by the Advertising Standards Board of Finance (ASBOF) (Walker& MJ, 28, 2017). The self-regulation system and the legislative regulation system works very differently. The self-regulatory system has a framework that is mainly based on the rules devised by the Committee of Advertising Practice (CAP). This committee is strengthened exclusively by the Advertising Standards Authority (ASA). The CAP writes and maintains the CAP code which includes, among others, agencies, media owners and advertisers. In the UK the digital advertising industry is represented in the CAP by the IAB. The IAP has yet another role as a member of the CAP which is not only to advise the CAP and the ASA but also to provide input to practitioners. The ASA is an independent body that enforces the code created by CAP. It also deals with all advertising complaints that arise and ensures that advertising across the country is honest, dignified and legal. The ASA was formed in the 1960s by CAP and its mandate was extended until 2011 to also cover digital marketing communications on organisations' websites and social media. It is important to note that the CAP Code covers advertising in all non-broadcast media, including digital advertising (Kang, et al, 20. 2017). The CAP code should be respected by all media, agencies and advertisers. in the UK, regardless of type. Current regulations require that the advertising mode be responsible and should notthreaten, exploit or even mislead the consumer (Noel, et al, 28, 2017). The CAP code does not cover advertising aimed exclusively at adults. There are very strict rules regarding advertising aimed at young people or children. The dynamic nature of the CAP code guarantees its effectiveness. It is often updated to cover any new legislation, technology or even concerns. Some basic rules contained herein include the fact that one should be able to identify the advertisement as an advertisement and not as something else. This is essential and relevant especially for marketing based on native content and distribution formats. These are designed in such a way that they look and feel like the surrounding contents. The UK IAB has produced guidelines for native and content marketing to help marketers understand and be familiar with the postcode rules and how to comply with them. The CAP code rules are not just random in the way they are structured. The code contains advertising rules for particular types of services or products, some of which may include tobacco, alcohol and medicines (Just & MR, 405, 2017). The ASA has a process for how it handles citizen complaints. In the process, when a complaint is reported, the advertisement is compared to the postal code. The ASA must first try to resolve the complaint amicably by withdrawing or amending the advert in question. If the complaint cannot be addressed, the ASA carries out an investigation which includes giving the marketer or advertiser an opportunity to respond to the issue. The sophisticated case is then presented to the ASA board who issues a formal verdict. The council will decide with its ruling whether the advertisement in question violated the rules of the CAP code one or more times. The IAP could also be asked to discuss the case before the ASA board considers it. ASA advice is not like any other advice. It is the panel that decides on complaints which are referred to as the investigation team in the SAA. It is a structured council whose head is a president and has thirteen members. Five of these members have current knowledge of the advertising and media industries. Every Wednesday, the council's decisions are reported on the ASA website (Lee et al, 15, 2017). There is self-regulation put in place specifically for digital advertising. In 2011, for example, EU media and advertising industry bodies published principles of good practice through the EDAA for the EAA and EU markets specifically to ensure transparency and oversight of OBA. EDAA stands for European Interactive Digital Advertising Alliance. The principles of good practice of Online Behavioral Advertising (OBA) have been incorporated into the CAP Code. Other self-regulatory initiatives for online advertising are also available and are overseen by the UK's JICWEBS. This is the body that not only ensures good practice for brand safety digital ad exchange, but also defines the principles of good practice. Essay 2IntroductionAdvertisements are made in the UK by various businesses, companies, healthcare institutions and other companies. These ads are acceptable or controversial. Popular adverts are spread across the country, whilst controversial adverts have been criticized and reported to UK regulators such as the ASA and CAP. These regulatory systems evaluate controversial advertising and take necessary action against the body publishing such advertising. The type of advertising may be rejected by the regulatory system or it may be recommended to change the mode of advertising (Perelló-Oliver, S. & Muela-Molina, 17, 2017). Someoneof the most recognized controversial advertisements in the UK are NHS and BHF (British Heart Foundation) advertisements, Money Supermarket advertisements, Protein World poster campaign advertisements and booking.com. These ads are among the controversial ads that have received many complaints. In fact, the Money SuperMarket.com ad was the most complained about ad of the year. Image of NHS anti-smoking campaign The first advert in 2015 that received many complaints was an advert from the British Heart Foundation and NHS. The advertisement implied that fifteen cigarettes cause a mutation that causes cancer in individuals. There was a poster with an image for the anti-cigarette smoking campaign. The image was of a cigarette that had human flesh on the side of the cigarette (Schudson, 24, 2017) The cigarette was being smoked by an elderly man and he appeared not to care about the human flesh that was famously attached to the cigarette. The image is extremely scary due to the presence of human flesh. Who on Earth isn't afraid of naked human flesh? Probably cannibals but who's sure they exist? The British Heart Foundation's advertising is therefore considered controversial. There have been around 180 complaints and concerns about the controversial advert. It was claimed that most healthcare organizations used highly distressing advertisements to shock the public instead of simply advertising their campaigns in a comfortable manner. Some bodies attempted to defend the Department of Health by arguing that the advert was not controversial and in fact the ASA rejected the complaints arguing that the advert was not very gruesome as it contained a very important health message. The ASA in the UK regulatory system helps to ensure that advertising complies with standards and is not considered controversial by the public (Onuorah & JE,20, 2017). The second advertisement that received many complaints was a MoneySuperMarket advertisement in 2016. It received around 530 complaints placing it fourth on the list of ten most controversial advertisements. The list was prepared by the Advertising Standards Authority by ranking the most controversial ads of the year 2016. The ad featured a video of Dave, a businessman, dancing with Parker, the creator of the ad. The complaints were attracted by the pole dancing of Dave, the entrepreneur and builder Colin. They wore women's dresses and high heels, as well as men's clothes as tops (Griffith, et al, 25, 2017). Dave, the businessman, twerked The insurance company was a very bad bunch in 2016 because of the dance between top heel Dave and the 'lockin' and 'poppin' gang. The dance might seem very appealing due to the humorous nature of the dress and the actual dance, but most viewers with different perspectives would view the advertisement very differently. The advert was controversial due to Dave's clothing and Colin's "poppin" gang. The dressing revealed a gay character. There is only a small percentage of gay people in the world and therefore many people will see the advert as controversial rather than entertaining as Dave, the businessman, thought it would be. Because the ad centered on a gay or lesbian couple, it received an additional 896 complaints and again ranked third. The other adverts linked to MoneySuperMarket were the Match.com advert, Maltesers advert, Gary the Bodyguard and football advert among others. The ASA's chief executive, Guy Parker, noted that it is the adverts which attract the most complaints, not those which call for a ban. The amendment is one of the key solutions according to Parker, the managing director (Schmalensee,'.