ASA codes and conventions

In my advertisement campaign i need to take in consideration the rules of the ASA as if an audience is offended they will report there problem to the ASA who could take the campaign down and fine you. To Prevent this happening i need to ensure there is no swearing, no inappropriate images, no showing anyone under the age of 25 under the influence of alcohol and no drug use. My campaign will follow these rules as the campaign is targeted at families as this is who Sheffield Steel dogs want to target and inappropriate content would put them off coming to see the hockey.  There are also ethical issues that need to be accounted for, for example when showing fans in my video i need to include people of various sizes and demographics to ensure no body is discriminated against.