ADVERTISEMENTS & GAMBLING

Advertisements & Gambling

Introduction

Role of Advertising

Role of advertising has changed drastically over the years. Once advertising was rendered as a tool to increase the sales of a product. As the means of communication has expanded the roles played by different tools has also changed as a result. Advertising is now considered as an industry, which tends to establish the relationship between the brand and the consumers. Today advertising is looked upon as a tool which can either enhance a brand image or can destroy it. Since the awareness about the products have increased therefore the margin to outclass the competitors product has also decreased. It is because of this very reason that advertising is of utmost importance when it comes to attracting or holding a consumer. Since the influence advertising enjoys in order rendering consumer choices or in some case advertising has helped to mould the consumer behaviour, the power of advertising is something which can not be denied.

Advertising certainly van influence the minds of the consumer and the behaviour patterns, since advertising has now started to hit our emotional nomenclature. As the famous quote renders, “With great power comes great responsibility” (Brown 2006, 33). Therefore, it is important o monitor a tool which has dragged the dooming brands into the successful brands of today. The case of Marlboro is biggest example in this regard. It is also important to monitor such a tool since it can have long lasting effect on the culture and social fabric. If advertising goes unchecked and is not monitored it tends to expose the audiences to the information which are not meant for them, which as a result becomes a source to weaken the social structure.

As advertising today inculcates huge amount of money therefore, it is also essential to regularize the channels so that government can benefit from the industry. If the channels are not regularized than it can become a liability for the government. Since advertising tends to benefit from the insecurities of the consumers therefore, thus it becomes essentially important for the advertising agencies to indulge in institutional gate keeping in order protecting the interests of the advertising agency.

CAP code

The Committees of Advertising Practice (CAP) replaced the United Kingdom false advertising act of 2006. CAP code was rendered in order to maintain the advertising standards pertaining to advertisement which are not broadcasted, direct sales and sales promotion. Committees of Advertising Practice (CAP) are a rule book in order to look after the consumer rights and to cur the false practices within the advertising industry. It gives the right to an average citizen to complain about an advertisement and the advertising agency or brand can be liable of action. CAP codes are monitored by advertising standards authority (ASA). In order to maintain the transparency the cases pertaining to false adverting are published weekly on its web site.

Not only it publishes the content reported by the consumer but it can also refuse the adverting space to the agency for future unless ...