Watchdog Predicts Rise In Advertising Complaints
Ofcom’s plans to create a one-stop-shop for all advertising complaints would lead to a substantial increase in the number received, according to the Advertising Standards Authority.
The industry watchdog is not currently responsible for handling complaints relating to broadcast advertising and forwards them to television and radio watchdogs. However, Ofcom is planning to simplify the existing regulatory framework by bringing all complaints under the one umbrella organisation, which will have the ASA as its public face (see Ofcom Launches Consultation On Advertising Regulation).
In its response to Ofcom’s on-going consultation on the issue, the ASA predicts the new self-regulatory framework will have to handle around 27,000 advertising complaints in its first year, an increase of more than 4,000 on two years ago.
The ASA’s chairman, Lord Borrie, said: “Clearly, many people who have a reason to complain are passed from one regulator to another and simply give up in frustration or confusion. A one-stop-shop would remove some of the current regulatory hurdles consumers have to leap just to have their complaints heard.”
He added: “Non-broadcast advertising has proved that self-regulation does not mean soft regulation and we believe that the public will benefit from a single body controlling advertising across all media, including new and developing technologies.”
The ASA has also revealed research showing that almost 70% of consumers support Ofcom’s decision to contract out its responsibility for handling broadcast advertising complaints. This compares to just 16% of respondents who disagreed with the proposal.
However, the media super-regulator’s plans are not so popular with everyone and recently came under attack from a leading consumer watchdog, which claims the proposed system gives marketers a licence to run their own show.
National Consumer Council argues the new system is not sufficiently independent of commercial interests to command public confidence. It is calling on Ofcom to abandon its plans unless radical improvements are made (see Broadcast Self-Regulation Plans Comes Under Attack).
It is understood that the ASA could have the new system for complaints about all paid-for advertising in place four months after a finally decision by Ofcom on the proposal, which was originally put forward by the special Advertising Association’s Task Force (see Ofcom Launches Consultation On Advertising Regulation).
ASA: 020 7580 5555 www.asa.org.uk
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