You’ve ad it? – ASA Annual Report 2004
25 April 2005
The ASA’s Annual report for 2004, which is published today, reveals that the number of complaints received about misleading or offensive non-broadcast advertising has fallen for the first time in eight years. The number of complaints received by the Advertising Standards Authority was down 10% on the record 14,000 complaints received in 2003.
Although the ASA received fewer complaints about a lower number of ads in 2004, a record 1,835 ads had to be amended or withdrawn following ASA action. For the first time in its history, the ASA resolved a higher number of ads by informal means; in these situations the ASA Executive agrees changes to an advertisement with the advertiser without resorting to a full ASA investigation and decision being made by the ASA Council.
The 2004 Annual Report is the first yearly report that the ASA has published since it assumed its new responsibility of regulating the content of broadcast advertising on 1 November 2004. The Report reveals that 1,797 complaints about broadcast advertising were received in the first two months of operating the new “one-stop” shop for advertising complaints.
The number of complaints received about taste and decency and matters of offensiveness fell by 23%, forming a total of 22% of the total number of complaints received last year. 9% of the complaints received were industry complaints - where companies complain about a competitor’s advertising.
The Report revealed a number of surprises. While the media debates about alcohol and food advertising continue these two areas attracted fewer complaints to the ASA than last year, with the total number of complaints received dropping by 37% and 40% respectively. And the growing trend of using the Internet for advertising is reflected by this medium attracting the fourth largest number of complaints (behind national press, direct mail and poster advertising).
The full Annual report can be viewed on the microsite accessible on the ASA website – www.asa.org.uk/asa/annual_report.