ASA puts students in the driving seat

06 February 2008

The Advertising Standards Authority (ASA) is launching its 2008 Student Awards. Students studying business, media, marketing or advertising related courses are invited to create an ad campaign for a sports car. They must ensure that it adheres to the Advertising Codes and demonstrate a clear understanding of advertising self-regulation. The winner will receive a £300 prize, with £150 for the two runners up.

The ASA is the UK advertising self-regulatory body responsible for ensuring that all advertising, wherever it appears, is legal, decent, honest and truthful. The ASA Student Awards are open to GCSE, AS or A level students (or their equivalent).

The competition is an opportunity for students to engage with a problem that car advertisers themselves are currently tackling.  Environmental concerns amongst consumers have led to a significant increase in complaints to the ASA about companies using ‘green wash’ to sell their products. Failure to substantiate green claims has recently led to several large manufacturers, such as Lexus, Toyota, Citroen and Suzuki being found in breach of the advertising codes.

The Awards require students to show creative and original thinking when producing their ad campaign. The car manufacturing industry is a hugely competitive sector where performance, safety and environmental aspects feature as headline claims in advertisements. However, they are all bound by the high standards laid down in the Advertising Codes. Students must take this into consideration: a bad advertisement can result in a campaign being withdrawn and damage to brand reputation.

Director of Communications for the ASA, Claire Forbes, says ‘These Awards are an excellent chance for students to expand the boundaries of their studies and are an opportunity to create an advertising campaign that has real relevance to today’s world. The winner will have to show a thorough understanding of self-regulation whilst producing work that exhibits flair and an appreciation of the car advertising industry.”

Visit the ASA Student Awards pages on the ASA website for more information and to download an entry form.