RSS LinkedIn Google Plus

Call us: 0800 014 9884

ASA reviews record year

ASA_reviews_record_year_10961

ASA discusses record year

The Advertising Standards Authority (ASA) has revealed that it was sent a record number of complaints in 2011 – the year it started reviewing online copywriting claims.

According to a report from the UK advertising regulator, 31,458 complaints were received last year. These complaints were directed towards 22,397 different ads. To put this data into perspective, it represents a 71 per cent increase in cases compared to 2010.

Much of this growth has been attributed to the extension of the ASA’s remit into advertising claims made on company websites and social media accounts from March 2011. In total, there were 7,195 complaints about online advertising last year, covering 6,631 ads. Previously, the organisation had just focused on print, TV and radio ads.

KFC Zinger ad

Meanwhile, to celebrate 50 years as the ad industry regulator, the ASA has disclosed which ad generated the most complaints in its history. The most complained about ad was apparently a KFC Zinger advert from 2005 that showed call centre workers singing with their mouths full. Despite producing 1,671 complaints – many from parents worried that it would lead to bad manners in children – the ASA decided not to ban the ad since it was ‘unlikely to change children’s behaviour or undermine parental authority’.

Ed Vaizey, minister for culture, communications and creative industries, commented: “The advertising industry in the UK is world renowned for its creativity and innovation, but also for abiding by the rules that are designed to protect consumers. As an effective and well respected regulator, the ASA plays a crucial role in enabling responsible advertising to flourish.”

Daniel Nolan, managing director at theEword, added: “It’s interesting to see how many online cases have been investigated by the ASA. If anything, this underlines the need for advertisers to ensure that their copywriting claims can be fully substantiated, regardless of whether they are posted online or offline.”

Written by Richard Frost

Testimonials

"theEword soon became an essential extension to our internal online marketing team."

~ Screwfix Bathrooms ~

  Screwfix Bathrooms

"We are extremely happy with the online visibility achieved through SEO and PPC."

~ Pure Student Living ~

  Pure Student Living

"theEword has consistently produced great results; very happy with the service."

~ Parasol ~

  Parasol

"theEword team has excelled itself in terms of client service, campaign measurement and responsiveness."

~ Linder Myers ~

  Linder Myers

View more of our testimonials »

Microsoft releases quick fire messaging app: Skype Qik Wednesday 15th of October, 2014by Martin Lindley Microsoft launches Skype Qik, a new instant messaging service which allows users to send video clips to their friends and family.

More on this story »
james_riches_swap

Google confirms first Penguin update for over a year Monday 20th of October, 2014by James Riches Google has confirmed that the Penguin algorithm was updated over the weekend. Site owners now face an anxious wait to see if they have been affected, either positively or negatively.

More on this story »

Google acquires Firebase Wednesday 22nd of October, 2014by Dan Moores Google has acquired Firebase, a cloud service company that allows developers to build web and mobile apps quickly and easily, as well as store and sync data in realtime.

More on this story »
theEword - 3 days ago

This Wizard of Oz-inspired wearable lets you click your heels to order a taxi or text your friends http://t.co/nNLN91Bx9N

Reply Retweet Favourite
theEword - 4 days ago

We're looking for a Marketing Manager to join our business development team. Interested? Read more here: http://t.co/NUVAzQjceN

Reply Retweet Favourite
theEword - 4 days ago

In case you missed it, Google updated its #Penguin algorithm over the weekend http://t.co/oO43SGWUOD

Reply Retweet Favourite
theEword - 4 days ago

Hope everyone has a great week! http://t.co/obstuw2odL

Reply Retweet Favourite
theEword - 4 days ago

The iPhone is now the perfect smartphone http://t.co/RAtLagfwv1

Reply Retweet Favourite

theEweekly Wrap: 3 Oct Friday 3rd of October, 2014by Dan Moores

More on this story »

theEweekly Wrap: 10 Oct Friday 10th of October, 2014by Martin Lindley This week: Facebook gets hyperlocal ads, Microsoft CEO has gender pay trouble, and comedy club starts pay per laugh system.

More on this story »

theEweekly Wrap: 17 Oct Friday 17th of October, 2014by Dan Moores theEweekly Wrap: Google readies Android 5.0, HBO plans streaming service, and U2 says sorry

More on this story »

Who loves theEword

Who loves theEword Who loves theEword