What was in the ASA Annual Report and CAP review of 2005?

22 May 2006

2005 was the ASA’s first full year of working as a one-stop shop for complaints about advertisements.  On the face of it the new system is more straight-forward for complainants, who now need complain to just one body.  But in reality the ASA has to tackle a more complex regulatory structure, adjudicating against five codes instead of one.  A major benefit for the industry of the a one-stop shop is the opportunity for more consistent code interpretation across media and the ASA worked hard in 2005 to achieve that in its decision making, helped by a constructive dialogue with the broadcast clearance centres, the BACC and the RACC. 

Complaints

The total number of complaints the ASA received during the year rose by nearly 4000 in comparison with the total number of complaints received by the ASA and Ofcom in 2004.  The rise suggests that the one-stop shop is working to provide an accessible and straightforward route for consumers to complain about advertisements in any medium.  Despite the rise in complaints, the number of advertisements complained about fell slightly in comparison with the year before.

The key figures

• The ASA received 26,236 complaints about 11,865 ads in 2005
• 2,241 ads were changed or withdrawn as a result of ASA action
• The most complained about medium was television, with 12,775 complaints, followed by the national press (2,302 complaints); direct mail (2,293); posters (2,236) and the Internet (1,557)
• 19% of the complaints (5,018) were about the top 10 most complained about ads of the year
• 49% of the complaints were about non-broadcast advertisements. Of the 51% of complaints about broadcast advertisements, 95% were about television ads
• The ASA referred six advertisers to statutory regulators for non-compliance with the CAP Code.

Compliance

In 2005, the Compliance team ensured the withdrawal of 504 non-compliant ads and conducted sector compliance work in the travel and telecoms sectors.  The team issued 52 Ad Alerts, seven about general subjects, such as magnotherapy, and the remainder against specific companies.  Two advertisers, Fones4Free and Tower House Promotions, were referred to the OFT; four advertisers were referred to the MHRA. 

Awareness and Perception of the ASA

The ASA launched its first ad campaign in a decade, supported by space and airtime generously donated by CAP and BCAP members and their members.  Awareness of the ASA in 2005 rose significantly compared with 2004 and, when asked, most respondents were content with the amount of regulation for press, poster, TV and radio advertisements, although they were less confident about controls for direct mail and Internet advertising.

CAP Review of the year

The main concerns for CAP and BCAP in 2005 were alcohol advertising, food advertising to children, the regulation of new advertising formats and consistency in decision-making across media.  The continuing dialogue between the BACC, the RACC and the ASA is helping to clarify expectations, especially on substantiation. The Executive has been working hard to develop the Advice:am seminars and the benefits of taking Copy Advice for non-broadcast marketing communications, both initiatives intended to help advertisers avoid later problems with the ASA.

For a full account, read the CAP review section of the ASA Annual Report.