We all hate Gino, apart from ASA

Gocompare’s much-maligned opera singer, Gina Compario, has struck a chord at last; everyone hates him, apart from the ASA, it seems, which threw out nearly 2,000 complaints about two separate ad campaigns last year.
The price comparison site has the dubious honour of being number one and two of the watchdog’s most complained about ads of 2012. The ad featuring former footballer Stuart Pearce kicking the ball into Gino’s stomach received 1,008 complaints, while Sue Barker’s rocket-launcher got 797.
However, not a single ad which appeared in the top ten hall of shame – which also included Asda’s Christmas campaign, Channel 4’s My Big Fat Gypsy Wedding and St John Ambulance’s “choker” – was banned outright.
According to the ASA’s annual report, complaints about direct mail continued to fall last year – down 10% to 695 – while door-drops and leaflets dropped by 20% and 43% respectively. Even gripes about Internet ads were down (4% to 9,754) although email rose slightly (up 4% to 1,139)
Television remains the most complained about medium, closely followed by the Internet.
Complaints about in-game advertising have increased by 200% albeit from a low base. Most were about games for breakfast cereals and sweets where complainants challenged whether they encouraged excessive consumption and poor nutritional habits in children. This is an issue over which the ASA has faced criticism already this week.
The main growth area was outdoor media, which witnessed a 50% increase in the number of complaints.
ASA chairman Chris Smith said: “We remain vigilant on behalf of consumers, and where there appears to be a case to answer, we follow up on every complaint, even if only from a single person. And we are rigorous in applying the codes, seeking immediate agreement for change from the advertiser where possible, or investigating thoroughly where not.”

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