Ad watchdog barks more often despite fewer gripes

The advertising watchdog has hailed its proactive approach to regulation, with its annual report showing that it forced a record number of ads to be changed or withdrawn in 2015 despite a fall in the number of complaints it received.
Overall consumer complaints declined by 7.9% to 29,554, but 2015 was a record year in terms of the number of ads that were changed or withdrawn as a result of its intervention (4,584).
Perhaps unsurprisingly the Advertising Standards Authority’s inbox continues to be dominated by online ads, with the number of Internet cases (8,633) standing at over double those of the second most prolific medium, TV (3,920).
However, the mass-viewing nature of TV ensured that ads on the box generated the greatest number of individual complaints from consumers (11,611), taking back the top spot from the Internet (9,582).
Outdoor ads saw a major increase, however, up 41% to 1,305 from 927 in 2014, driven in part by Protein World’s “Are you beach body ready” campaign, which also triggered a 153% rise in complaints about ads on public transport.
Meanwhile, nearly all DM sectors – including direct mail (-7% to 326), door-drops (-27% to 223) and SMS (- 40% to 140) – saw significant falls, although email marketing bucked this trend rising 9% to 959 complaints.
The most complained about sector was leisure (films, DVDs, computer games, gambling), with 3,932 complaints about 2,530 cases. Meanwhile, the financial sector saw a 78% rise in complaints, driven primarily by the Moneysupermarket.com ad featuring ‘Dancing Dave’ (pictured), which was the most complained about ad of 2015.
ASA chief executive Guy Parker said: “The ASA’s ambition is to make every UK ad a responsible ad and recent changes show how our regulation is becoming more proactive and having more impact. Alongside our important work resolving consumer complaints, we’ve taken proactive action in areas that make the biggest difference for the public. As well as the record number of ads changed or withdrawn, the volume of our compliance work has trebled to almost 5,500 cases.
“The figures we’ve published today also show how protecting consumers, particularly children, online continues to be an urgent priority.
“In 2016, we’ll be implementing changes to broadband pricing, as well as examining gender discrimination in ads, and exploring ways to reduce children’s exposure to ads for age-restricted products in social media.”

TOPICS:ad regulation ASA