One-stop, one ruling
The year 2005 was the ASA’s first full year as the one-stop shop for complaints about advertising.
Click to view the case study titled: One stop one ruling
Moving fast to stop foul play
It’s not every day you open an e-mail to find you’re on a killer’s ‘hit list’. But that’s just what greeted some 50,000 people when they opened their in-boxes, as part of Five’s viral campaign to promote the TV crime series CSI:NY. In a second element to the campaign, 30,000 people received elaborate mailing packs which again named the recipient as an intended victim of the “Carbon Copy Killer”.
Click to view the case study titled: Moving fast to stop foul play
Upheld in court
The explosion in the popularity of ringtones and mobile phone software is one of many new services which the ASA must track, and make sure that innovation doesn’t also lead to confusion or the risk of consumers being misled by advertising.
Click to view the case study titled: Upheld in court
Bending our ears on noisy ads
The blandest, most inoffensive ad ever made can still cause real offence – if it’s blasted at you at high level during an ad break. Although our in-box isn’t exactly clogged with complaints about the sound level of ads, there’s no doubt that it can be a real irritant.
Click to view the case study titled: Bending our ears on noisy ads
Ad that had public spitting mad
Adults watching TV prior to the 9pm watershed do so confident in the knowledge that the programme content should generally be appropriate for a younger audience to watch. Similarly, they can expect that advertisements will follow the same guidelines, meaning that what can or cannot be shown in a TV commercial is governed by the time of day it airs.
Click to view the case study titled: Ad that had public spitting mad
Wanna - don't!
ASA research shows that the public’s biggest concern about advertising is the ads that children may see. In order to protect children from inappropriate or potentially harmful ads, the rules surrounding advertising to children are particularly strict. It was these rules that were brought to bear when the ASA responded to nearly 70 complaints about a TV ad for Internet provider Wanadoo.
Click to view the case study titled: wanna dont
The stuff of nightmares?
Most of us can remember being scared something we watched on TV as children. But how many of us can remember being scared by an advertisement?
Click to view the case study titled: The stuff of nightmares
Mobile phone offer that didn't ring true
After responding to a TV ad for moblie ringtones consumers were stunned to find their phone bills escalating far above what they normally paid. By ordering one ringtone they had unwittingly joined up to a subscription service.
Click to view the case study titled: Mobile phone offer that did not ring true
An offer that was difficult to refuse...
When Mrs Q bought a copy of the teenage girl's magazine, Shout, for her 12-year-old daughter she did so happy in the knowledge that it contained material suitable for a young readership. However, it turned out that the editorial would be the least of her concerns.
Click to view the case study titled: An offer that was difficult to refuse
They're not so grrr-eat!
A member of the public objected to a cinema commercial for the breakfast cereal Frosties. In the commercial a voicover stated, “Train hard, eat right and earn your stripes.” The member of the public who contacted the ASA objected to the claim “eat right” as she believed it implied the cereal was healthy and was therefore misleading.
Click to view the case study titled: They are not so grrreat
Got a lot of bottle
A poster for the alcholic drink, Archers Aqua, featured a semi clothed man laying on his side with a bottle of the beverage prominently displayed and placed in front of his groin. The strap line read “Something for the ladies”. It wasn't long before the ASA was receiving complaints.
Click to view the case study titled: Got a lot of bottle
A Frog's Tale that spawned viewer outrage.
Crazy Frog, a computer generated, animated amphibian clad in a leather motorcycle cap and goggles was used to sell the advertiser’s mobile jingle. However, it stuck in some viewers’ minds for all the wrong reasons.
Click to view the case study titled: Jamster Crazy Frog
Friends aren't always who they appear to be
A letter that appeared to come from an Italian teenager who had sent a hand written note and a clipping from a glossy magazine was really an advertisement for a computer game. The ASA investigated complaints that the mailing wasn't clear that it was advertising.
Click to view the case study titled: Playstation Formula One 2001
Mailing that was 'guaranteed' to disappoint
A direct mailing offering “A guaranteed loan of £10,000” didn't live up to its promise when one recipient was turned down.
Click to view the case study titled: Abbey National
Did I ask for that?
As advertisers look for new methods to attract people’s attention, they are using ever more personal means of communication, such as advertising sent via e-mail and mobile phones, to reach their audience. However, the Committee of Advertising Practice (CAP) is keen to ensure that only those wanting to get advertising via these media receive it.
Click to view the case study titled: moviechoices.com
Is it clear that it’s an advertisement?
A mailing for a top range car left recipients distressed instead of seduced. The ASA investigated the complaints and the company apologised.
Click to view the case study titled: Jaguar
ASA takes the fizz out of Tango ad
Tango is renowned for its bizarre style of advertisements, however its latest offering – entitled Pipes – was deemed to have gone one step too far by some viewers.
Click to view the case study titled: ASA takes fizz out of Tango ad
Fat-free claims that added up to nothing
A yoghurt manufacturer left its customers and competitors furious when it claimed its yoghurt was fat free.
Click to view the case study titled: Danone
End of story for one fast food ad
Anyone seeing a picture of a potato in a fries box accompanied by the headline, 'THE STORY OF OUR FRIES. (END OF STORY)', could be forgiven for being annoyed when they strongly suspected that salt, sugar and dextrose is added.
Click to view the case study titled: McDonalds
Just one complaint makes a difference
A sweet sent through the post to promote a mobile phone company ends up in the mouth of child and the company in hot water with the ASA
Click to view the case study titled: Just one complaint makes a difference
Misleading Slimming Mailing
A mailing from the US for a weight loss supplement caused distress and upset to hundreds of people who read it. The ASA worked with its overseas counterparts to put a stop to the mailing.
Click to view the case study titled: Misleading slimming mailing
Study of a nude on a poster
How the ASA dealt with complaints about the infamous YSL Beaute Poster featuring Sophie Dahl.
Click to view the case study titled: Study of a nude on a poster