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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

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theEword - 16 hours ago

We are passionate about knowledge share and can’t wait to share snippets straight from Google with you on Monday http://t.co/HjF13a09zo

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theEword - 17 hours ago

We're partnering with Google for an event looking at digital trends for 2015 next week. More info here: http://t.co/etwwXV1fwq

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theEword - 2 days ago

Next week we’re co-hosting a session with #Google on digital marketing trends for 2015 and how you can grow your business online!

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theEword - 2 days ago

ICYMI: Read last week's blog on the final #LightAFire14 of the year. http://t.co/ka7Nnu4rsx

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theEword - 6 days ago

Thanks again to everyone who came to #LightAFire14 this week. Read all about the event in this blog post: http://t.co/ka7Nnu4rsx

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theEword - 16 hours ago

We are passionate about knowledge share and can’t wait to share snippets straight from Google with you on Monday http://t.co/HjF13a09zo

Reply Retweet Favourite
theEword - 17 hours ago

We're partnering with Google for an event looking at digital trends for 2015 next week. More info here: http://t.co/etwwXV1fwq

Reply Retweet Favourite
theEword - 2 days ago

Next week we’re co-hosting a session with #Google on digital marketing trends for 2015 and how you can grow your business online!

Reply Retweet Favourite
theEword - 2 days ago

ICYMI: Read last week's blog on the final #LightAFire14 of the year. http://t.co/ka7Nnu4rsx

Reply Retweet Favourite
theEword - 6 days ago

Thanks again to everyone who came to #LightAFire14 this week. Read all about the event in this blog post: http://t.co/ka7Nnu4rsx

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