ASA Annual Report Shows Rising Complaints

The number of adverts that were complained about during 2001 increased 17.6% year on year, according to the ASA’s annual report, published today.

The report shows that the advertising authority resolved 12,589 complaints about 10,001 ads during 2001, with 866 formal investigations resulting in 651 ads having to be changed or withdrawn.

As in the past, the majority of complaints received by the ASA last year related to misleading advertising. However, eight out of the ten most complained about ads were objected to on the grounds of offensiveness.

The number of complaints concerning taste and decency matters fell from 28% in 2000 to 20% in 2001. However, objections to direct mail increased by 51%, making it the biggest source of complaints resolved during the year.

Complaints about internet advertising also rose, with the authority receiving a total of 750 complaints during 2001, an increase of 50% on 2000.

According to the report, the most complained about ad of the year was a direct mailing for a slimming pill called Berry Trim Plus, which was sent by Health Laboratories of North America. The ad received 211 formal complaints and the ASA declared it to be “one of the most flagrant and deceitful breaches of the codes ever seen” (see ASA And CAP Act Against Deceitful Direct Mail).

Other ads receiving a high number of complaints included a poster by French Connection for the fcukinkybugger.com website, which attracted 142 complaints and was accused of bringing the industry into disrepute.

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

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