Task 3: Regulatory bodies:

PEGI:

What is PEGI and where is PEGI based? PEGI stands for Pan European Game Information. It is a European video game content rating system established to help European consumers make informed decisions on buying computer games with logos on games' boxes. The developers are based in Belgium.

How does PEGI rate games? PEGI rates games through adding logos on games' boxes which depicts if the game has violence or sexual content etc. and adds an overall rating such as 18+ or 3+.

What are the age classifications used by PEGI?3, 7, 12, 16, 18

What are the seven aspects that PEGI look for when giving a game a rating (e.g. violence)?Violence, Bad language, Sexual Content, Use of drugs, Gambling, Fear, Discrimination, Online games.

What is PEGI online? What does PEGI online regulate?PEGI online was formed in 2007. It's an addition to the PEGI system for online games and aims to give young people in Europe improved protection against unsuitable online gaming content and to educate parents on how to ensure safe online play.

ASA:

What is the ASA's mission? 

Quoted from there website:

"Our mission is to ensure that advertising in all media is legal, decent, honest and truthful, to the benefit of consumers, business and society.

We aim to achieve our mission by getting better at regulating ads in all media, and in particular by:

·              Making a success of regulating online ads

·              Being an effective part of the response to societal issues shown to be affected by advertising

·              Placing more emphasis on prevention rather than cure

·              Being more efficient and in tune with consumers, business and society"

What are the ASA's values?

Quoted from there website:

"Our shared values are to be:

·              Consistent and proportionate

·              Reliable and ethical

·              Fair and respectful to all

·              Accessible and helpful

·              Intelligent and thorough, but also timely and proportionate

·              Open and accountable, acting with integrity and never being afraid to admit when we’re wrong

·              An excellent team, inspiring excellence in each other"

Complaint:

  The company that was advertising: Beko PLC

 Why someone complained:

 Indesit challenged whether the claim "The UK's bestselling home appliance brand":

1. was misleading and could be substantiated, because they understood that the claim was based on a subset of the home appliances product group and not on the entire range of home appliance products; and

2. was misleading, because they believed that most viewers would not understand to what the qualifying text "GfK, Total MDA 6, volume sales, Aug12-Jul13" referred.

  Whether the complaint was upheld and why: Upheld because the ASA understood that the claim "The UK's best-selling home appliance brand" was based on sales of GfK's MDA6 category.