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Code of EthicsCode of Ethics » Definition of Terms

Definition of Terms

Whenever used in this Code or in the Manual of Procedures and unless the context indicates otherwise, the following terms shall have the following meanings:

1. ASC shall mean the Ad Standards Council.

2. ADVERTISEMENT shall mean any form of communication produced directly by or on behalf of the advertiser intended primarily to promote or to influence consumer behavior.

3. ADVERTISER shall mean the person or entity on whose account or for whom the advertisement is prepared and disseminated.

4. ADVERTISING AGENCY or AGENCY shall mean a service organization or association, which is established and operated for the purpose of counseling on, creating, producing and/or implementing advertising programs for and on behalf of advertisers in various forms of media.

5. ALCOHOLIC BEVERAGE shall mean any product meant for human consumption which is defined or classified as an alcoholic beverage by the Food and Drugs Administration.

6. BRAND NAME is the proprietary name given by the manufacturer to distinguish its product from those of competitors.

7. FDA shall mean Food and Drugs Administration formerly the Bureau of Food and Drugs.

8. CHILDREN shall mean persons below eighteen years of age unless otherwise specified by the law or provision in this Code.

9. COMPARISON ADVERTISING shall mean advertisement in which there is a presentation of competing brand(s) whether direct or indirect and a comparison or product feature or services is made or implied.

10. CONSUMER/MARKET/PUBLIC shall mean the person or mass of persons who are the actual or intended recipients of an advertising message.

11. CORPORATE or INSTITUTIONAL ADVERTISING shall mean advertising intended directly or indirectly to create a specific awareness of or positive regard for the corporate or institutional advertiser on the part of its consumers or the general public and may or may not relate to any of tis particular business activities or commercial undertakings.

12. CORPORATE REPORTS include corporate public affairs messages in press releases and other media statements, annual reports, statements on matters of public policy and the like.

13. COSMETIC PRODUCTS shall mean any substance or preparation intended to be placed in contact with the various external parts of the human body (epidermis, hair system, nails, lips and external genital organs) or with the teeth and mucous membranes of the oral cavity with a view exclusively or mainly to cleaning them, perfuming them, changing their appearance and/or correcting body odours and/or protecting them or keeping them in good condition.

14. DIRECT COMPARISON ADVERTISING shall mean advertising which involves a comparison of the advertiser’s company, product or service with an identified competitor, product or service.

15. ELECTRONIC MEDIA shall refer to any media providing electronic, interactive communications, such as the internet, online services and electronic and communication networks including the telephone.

16. EDITORIAL CONTENT includes news, policy, social, or financial content, where the primary purpose is to inform or comment but not to advertise/promote.

17. FOOD/DIETARY SUPPLEMENTS shall mean to those used for supplementing of fortifying the ordinary or usual diet with any vitamin, mineral or other dietary property. Any such particular use of a food is a special dietary use, regardless of whether such food also purports to be or is represented for general use.

18. GAMING shall mean the playing of games of chance.

19. GENERIC NAME or GENERIC TERMINOLOGY is the identification of drugs and medicines by their scientifically and internationally recognize active ingredients or by their official generic name as determined by the Food and Drugs Administration of the Department of Health.

20. GUARANTEE shall mean an express of implied assurance in respect of specific properties or characteristics of a product or service upon which the consumer may be expected to rely.

21. INFANTS shall mean persons within the age bracket of 0-12 months. “Young Child” means a person from the age of more than twelve (12) months up to the age of three (3) years (36 months).

22. MATERIAL BENEFIT shall mean a measurable improvement in the utility of the product or service to the consumer in terms of quantity, efficacy, price, value or in such other similar features.

23. MARKETER-OWNED WEBSITE and/or CORPORATE WEBSITE is a website owned, in whole or in significant part, by a marketer/advertiser.

24. MEDIA shall mean any means of mass communications used to disseminate information or messages publicly, including television (paid or free to air), radio, print (magazines, newspapers), cinema, out-of-home, collaterals/merchandising materials, mobile, electronic media and/or internet/web and brand activation.

25. MINORS shall mean persons below 18 years of age.

26. PHARMACEUTICAL PRODUCTS shall mean any pharmaceutical or biological product primarily intended for use in the diagnosis, cure, mitigation, treatment, or prevention of disease or to affect the structure or any function of the body of man or animals.

27. PRESCRIPTION OR ETHICAL DRUGS shall mean pharmaceutical products or drug preparations that are to be dispensed only upon written order of a duly-licensed physician, dentist or veterinarian for the treatment of a condition of a diagnosed disease of man or animals.

28. NON-PRESCRIPTION OR OVER-THE-COUNTER DRUGS shall mean pharmaceutical products or drug preparations that can be dispensed even without the written order of a duly-licensed physician, dentist, or veterinarian, for the use of consumers for the prevention or symptomatic relief of minor or self-limiting ailments. This includes products that are classified as Home Remedy (HR) by the FDA.

29. OFFER shall mean any presentation or solicitation for the sale or purchase of products.

30. PACK/PACKAGING shall mean any container or wrapping in which any product is enclosed for its delivery or display to retail purchaser; it shall not include shipping containers not intended to reach the retail purchaser.

31. PARITY CLAIMS shall mean claims that a product or service has properties or characteristics comparable or similar to those of a competitive product or service.

32. PRODUCT shall mean an item or commodity intended for commerce; when used in this Code, unless other indicated, it shall include services which shall mean the performance of, or engagement in, work or activity for a consideration.

33. PROMOTIONS shall mean the practice of giving temporary additional value to a product or service to achieve specific marketing objectives.

34. SELL shall mean to offer or exchange a product/service to, or with members of, the public for a price and/or consideration.

The following definitions relate specifically to Environmental Claims and should be read in conjunction with the general definitions contained above.

1. ENVIRONMENTAL ASPECT shall mean an element of an organization’s activities or products that can interact with the environment

2. ENVIRONMENTAL CLAIM shall mean any statement, symbol or graphic that indicates an environmental aspect of a product, a component or packaging

3. ENVIRONMENTAL IMPACT shall mean any change to the environment, whether adverse or beneficial, wholly or partially resulting from an organization’s activities or products

4.LIFE CYCLE shall mean consecutive and interlinked stages of a product system, from raw material acquisition or generation of natural resources to final disposal

5.PRODUCT shall refer to any goods or services. “Product” normally includes the wrapping, container etc. in which the goods are delivered; however, in the environmental context it is often appropriate to refer separately to the packaging, which then means any material that is used to protect or contain a product during transportation, storage, marketing or use

6. QUALIFICATION shall mean an explanatory statement that accurately and truthfully describes the limits of the claim

7. WASTE shall refer to anything for which the generator or holder has no further use and which is discarded or released into the environment.

The following definitions relate specifically to Digital Marketing claims and should be read in conjunction with the general definitions contained above.

This glossary of terms is not exhaustive and is mainly derived from a similar document provided by the Interactive Advertising Bureau.

1. BANNER – This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser.

2. BLOG – Generic name for any website featuring regular posts arranged chronologically, typically inviting public comments from readers. Blog posting are generally short and informal and blog software is generally free and very easy for individual users, making it a popular tool for online diaries as well as more professional publications.

3. COOKIE – A cookie is a text-only string of information that a website transfers to the cookie file of the browser on your computer’s hard disk so that the website can remember who you are.

4. DIGITAL SPONSORSHIP – digital sponsorship represents support of existing or customized content and/or experiences by a sponsor, giving them direct association with content that is distributed through electronic means. Such sponsorship fall into several categories:

¬∑Content & Section Sponsorship is when an advertiser exclusively sponsors a particularly section of the site or email (usually existing content), which is rebranded with the advertiser’s name or image.

Spotlight are custom build pages incorporating an advertiser’s brand and housing a collection of content usually around a theme.

5. EMAIL MARKETING – Messages by email which can only be provided with the consent of the consumer. Often email marketing provides e-bulletins about the product (for example, charities send reports on their projects in order to encourage repeat donations)

6. IN-GAME ADVERTISING (IGA) – Refers to the use of computer and video games as a medium in which to deliver advertising.

7. INTERSTITIAL ADS – Ads that appear between two non commercial content pages. Also known as transition ads, intermecial ads and splash pages.

8. MMS – Multimedia Messaging Service is a standard for telephony messaging systems that allows for sending messages that include multimedia objects (images, audio, video, rich text) and not just text messages as in Short Message Service (SMS). It is mainly deployed in cellular networks along with other messaging systems like SMS, Mobile Instant Messaging and Mobile E-Mail.

9. POP-UNDER AD – Ad that appears in a separate window beneath an open window. Pop-under ads are concealed until the top window is closed, moved, resized or minimized.

10. POP-UP AD – Ad that appears in a separate window on top of content already on-screen.

11. RED-BUTTON (INTERACTIVE TV SERVICES ADVERTISING) – the remote control (interactive keypad) the viewer uses has a red button to press for Interactive TV, and related advertising. In many cases while watching an ad, a ‘press of the red button’ will allow the viewer to connect directly to the advertiser’s website.

12. SKYSCRAPER РA tall, thin online ad, which is significantly larger than a regular banner. The IAB guidelines recommend two sizes of skyscrapers: ·120 x 600 and 160 x 600.

13. SEARCH – Fees advertisers pay Internet companies to list and/or link their company site or domain name to a specific search word or phrase.

14. SMS ADVERTISING – Short Messaging Service (SMS) is a standard for a telephony messaging systems that allows for sending text messages.

15. SUPERSTITIALS – Superstitials are highly interactive, low memory usage non-banner ads that can be any size on the computer screen, featuring full animation, sound and graphics capable of effectively conveying integrated advertising while protecting a website’s performance.

16. VIRAL MARKETING – Any advertising that propagates itself. In a digital media context it can be defined as a marketing technique that seeks to use pre-existing social networks to produce increases in brand awareness.

17. A ‘marketer-owned website and/or corporate website’ is a website owned, in whole or in significant part, by a marketer.

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