The Advertising Standards Authority has revealed that a record number of ads were amended or withdrawn in 2017, with online advertisements sparking more complaints than TV commercials for the first time.
In its annual report the body highlighted that some 7,099 ads were amended or withdrawn, while it provided advise and training to 389,289 businesses.
Other key findings include:
- 27,138 complaints were resolved about 19,398 ads – a 14 per cent increase in cases compared to the previous year.
- The internet overtook TV as the most complained about medium – 10,932 complaints about 9,951 online ads (TV: 9,466 complaints about 4,666 ads).
- The ratio between internet cases and TV cases remained comparable with the previous year at around 2:1.
“We want to make sure ads are responsible without consumers necessarily having to complain to us,” said the ASA’s chief executive Guy Parker. “By being more proactive, we’ve secured the amendment or withdrawal of more ads than ever before. At the same time, we’ve delivered a record amount of advice and training to help businesses get their ads right before they run. Our approach is helping make ads more responsible, which is in the best interests of consumers, businesses and wider society.”
To view the full report, click here.