ASA Annual Report Sees Rise In Complaints During 2000

The Advertising Standards Authority (ASA) has published its annual report for 2000, which shows a 4% increase in complaints about advertising, although the total number of ads which caused complaints fell. Just 10 ads out of the total 9,134 ads considered last year attracted almost 18% of all complaints.

The Authority resolved also more complaints about fewer adverts compared to 1999. The number of complaints resolved increased by 2% to 12,389, although these complaints related to 8,547 ads – a reduction of just under 1% from the 8,617 ads that generated complaints in 1999.

The most complained-about advert by far during the year was Yves Saint Laurent’s Opium campaign featuring Sophie Dahl. The poster ad was withdrawn by the ASA after receiving a total of 948 complaints from the public (see ASA Orders Withdrawal Of Opium Ad After Most Complaints Since 1995).

Posters were once again the medium that attracted the most complaints (2,696) followed by national newspaper ads (2,216) and direct mail (2,059). While 28% of all complaints were about taste and decency the number of ads formally investigated for causing offence was much lower than those that were potentially misleading. Just 465 were investigated on the grounds of decency compared to 1,648 cases for truthfulness and 990 for substantiation.

Christopher Graham, director general of the ASA, congratulated the year’s work: “At a time of rapid change in media and advertising, we are modernising our processes and maintaining our independence to ensure that the ASA is an effective and credible regulator for the 21st century.”

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

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