Complaints Against Advertising Reach Record High
The ASA received a record 13,959 complaints over non-broadcast advertisements during 2002, according to its Annual Report for 2002.
According to the report, complaints increased by 10.8% year on year. An advert for the British Heart Foundation, featuring a woman with a plastic bag over her head, was the most complained about ad of the year. Some 315 complaints were received from members of the public who expressed concern children might copy the image in the ad.
Also controversial was the Pot Noodle “slag of all snacks” ad, which attracted 286 complaints claiming that the poster was unsuitable and offensive as it could be seen to encourage violence (see ASA Criticises “Irresponsible” Pot Noodle Posters).
United International Pictures (UIP) was also singled out in the ASA’s report. The group will have to submit its posters to the CAP Copy Advice team for two years for pre-vetting after it was ordered to withdraw an offensive poster for Ali G in the House.
The increase in complaints over controversial ads supports the notion that all publicity is good publicity and it is alleged some advertisers are actively flouting the ASA guidelines in order to gain column inches (see Feature: Ads That Flout Guidelines Grab The Headlines).
However, the ASA is keen to point out that despite the increase in the actual number of complaints, the total number of ads complained about remained fairly static at 10,213, up just 2.8% from 2001.
Christopher Graham, director general of the ASA, claimed that the self-regulatory system had proved itself to be efficient and effective in difficult circumstances: “When an industry is in recession there must be a strong temptation to let the rules go by the board in order to achieve short term gains. Instead, our report shows that advertisers overwhelmingly abide by the rules. This report shows that self-regulation works – in tough times as well as good ones.”
ASA: 020 7580 5555 www.asa.org.uk
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