Without trust a brand is just a product and its advertising is just noise.
Trust is an important factor in effective advertising – for the public, the advertising industry itself, and policymakers.
For trust to exist, advertising must be legal, decent, honest and truthful. Advertising in the UK is self-regulated, to ensure that this is the case.
The Broadcast Advertising Standards Board of Finance Limited (basbof) is responsible for collecting the levy that funds this regulation – which is carried out by the Advertising Standards Authority (Broadcast) (ASAB) in co-regulation with Ofcom.
the basbof levy?
As with the asbof levy, the basbof levy is voluntary, raised to fund the self-regulation of advertising in the UK. It is paid by advertisers who use specific marketing channels – in this case, television, radio and cable – and is based on the level of spend within those media.
To be truly effective, it is important that all advertisers support this system, and the UK advertising industry has been successfully self-regulating since 1975.
The levy is included by advertising agencies in their media invoices to their clients, collected by the agencies and then passed on to basbof.
For traditional and digital advertising, visit asbof
It is important for advertisers to pay the levy because it directly – and solely – enables the self-regulation of advertising in the UK.
Regulation is important, because it ensures that advertising is – and is seen to be – legal, decent, honest and truthful. Advertising which isn’t these things won’t be trusted by the public, and will lose its impact.
And self-regulation (as opposed to the alternative, Government regulation) is crucial, because it leads to better trust, relevance, responsibility and effectiveness, for advertisers and the industry as a whole.
Most broadcast advertising is billed to advertisers by their agency or by the
broadcaster. Only use this calculator for any other broadcast spend you make.
To view the ASA's latest cases and adjudications, and understand the issues in advertising right now, please visit their site, or follow their Twitter feed.
All advertisers gain great benefit from advertising self-regulation, so it is vital that all share the cost, and pay the levy.
Phil Smith, Director General of ISBA
Consumer trust is crucial to brand value and so our value as an industry.