ASA and CAP Annual Report 2014: Having more impact, being more proactive

Our Annual Report published today reveals the steps we’re taking to have more impact and be more proactive as part of our ambition to make every UK ad a responsible ad.

At a time when the responsibility agenda is a live issue amongst the ad industry, our Report highlights the proactive steps we’re undertaking to provide a responsible framework for advertisers to engage creatively with their customers.

In summary these steps include:

• Supporting advertisers – CAP published new guidance for advertisers and vloggers to help them make it clear to consumers when they are advertising.  We also broadened our advice and training resources by creating a new eLearning module for alcohol advertising


• Tackling problem ads – our work resulted in 3,384 ads being changed or withdrawn and a record 1,599 compliances cases resolved. The ASA received 37,073 complaints about 17,002 ads with a 35% increase in complaints about online ads (for the first time overtaking TV to make it the most complained about medium)  reflecting the importance of keeping pace with a rapidly evolving media landscape


• Understanding society’s concerns about ads – we conducted research into the public’s experience of ‘copycat websites’ and gambling advertising. CAP also commissioned an independent food literature review on online food and drink marketing to children to ensure the rules are in the right place


• Having more impact – the ASA devised new Prioritisation Principles to help it decide what regulatory resource it uses when responding to complaints and what resource will be proportionate to the problem to be tackled


• Raising awareness – With the creative talent and expertise of AMV BBDO the ASA created a national advertising campaign.  The campaign will feature across media in 2015 thanks to ad space generously donated by the media industry

Through delivering more proactive

and impactful regulation and with

industry support and buy-in we will

promote consumer confidence

which is in turn good for business.

 

James Best, CAP and BCAP Chairman

In our Report we also outline our commitment to increasing, improving and better targeting our support for industry. Last year, we delivered training and advice on a record 194,200 occasions including 7,168 Copy Advice enquires. Our focus now is on carrying on that momentum so every business has access to the information and support it needs.

Chairman of CAP and BCAP, James Best said:  “If we’re to meet the challenges that the ad industry faces - declining public trust, rapid changes to the media landscape and calls for tighter regulation on several fronts - key to that is helping advertisers make responsible ads. Through delivering more proactive and impactful regulation and with industry support and buy-in we will promote consumer confidence which is in turn good for business.”

Download our 2014 Annual Report