Why do "approved" adverts later get withdrawn/banned?

[SurreyGuy]

Having watched this week's Watchdog, I was reminded of something that constantly puzzles me.

In the programme, there was a piece about LoveFilm.com misleading customers in their TV adverts. The consequence of said misdemeanour was that the advert was subsequently withdrawn/banned.

Surely, adverts (be they TV or billboard-type) have to go through some kind of pre-release approval prcess by the relevant authorities/bodies? Why, then, are there often instances of adverts being withdrawn/banned once they've been "released"?

[jake-the-peg]

No I'm pretty sure Advertising standards issues guidelines and deal with complaints where people think these guidelines have been breached.

If they had to vet every ad for accuracy and evaluate the veracity of every ad before it aired the process would take months

[Ankou]

i thought as said they issue guidelines, and then react if someone points them towards a breach (i.e. complains).

[SurreyGuy]

Thanks folks.

I'd have thought in these days of PC-gone-mad and litigationmania that companies would have to have their ad campaigns vetted, but I do see the "if they had to vet...................." argument for not doing it.

[ABerrant]

CAP (and BCAP) write and maintain the Codes of Practice as well as monitor adverts to ensure compliance...

http://www.cap.org.uk/The-Codes/CAP-Code.aspx

ASA administer the Codes and act upon consumer complaints...

http://www.asa.org.uk/Advertising-Codes.aspx