Ad Complaints Up In ASA’s First Year Of Broadcast Regulation

The Advertising Standards Authority (ASA) has published its first annual report since taking responsibility for TV and radio commercials, as well as non-broadcast advertising, revealing a sharp rise in complaints from the public.

The watchdog’s Annual Report for 2005 shows a total of 26,236 complaints were lodged over the course of the year, marking an increase of 16% on 2004’s total.

The one-stop shop for ad regulation claims that it is making the process of lodging a complaint easier for consumers, with broadcast advertising up by 37% in comparison with the previous year.

TV was reported as the most controversial media, notching up 12,775 complaints over the course of the year, followed by the national press with 2,302 complaints. Direct mail drew 2,293 complaints, while posters and the internet were deemed the least offensive, with 2,236 and 1,557 complaints respectively.

Launching the report, ASA chairman, Lord Borrie QC, said: “The rise in the number of complaints is not because advertising standards have deteriorated, or because the public has become more included to object, but rather because the one-stop shop has made it simpler and easier to lodge a complaint.

“The advertising industry does not back the one-stop shop out of charity or sentiment. Instead, self-regulation supports the integrity of marketing messages and the freedom to advertise responsibly.”

The dubious honour of Britain’s most infuriating advertiser went to KFC, which inflamed public opinion with an ad featuring actors talking with their mouths full. A staggering 1,671 people were so incensed by the advert that they complained to the ASA, although the ad escaped censure by the watchdog.

ASA: 020 7580 5555 www.asa.org.uk