We are committed to publishing information about the standards we set ourselves and our performance against them. A rolling programme of research ensures we keep in touch with how our customers and advertisers perceive us.

 

Accessibility
Nearly half (47%) of all complaints were made by e-mail or via our website. Usage of the site increased by 23% compared with 2003 and 83% of complainants aware of the site said that they found the information useful. On 1 November, we began to take complaints by telephone.

First contact
In 2004, 84% of calls to our switchboard were answered within four rings. Our Customer Satisfaction research showed that 84% of people were also satisfied with the time taken to acknowledge their complaint.

Resolving complaints
The average time taken to resolve non-broadcast complaints was 27 days – outside our 25 days target. Nevertheless, 76% of complainants said they were satisfied with the speed with which we act.

70% of complainants were satisfied with the way we explained the complaints procedure and 63% said they were happy with the information given to them throughout the process. 58% expressed satisfaction with the knowledge and professionalism of ASA staff.

Independence
59% of complainants stated that they considered the ASA to be independent of the advertising industry and 79% of advertisers agreed with that statement. Three new independent Council members were appointed.

Review requests
The number of requests for review fell slightly, down from 44 requests in 2003, to 43 in 2004.

The full text of our Standards of Service can be found at www.asa.org.uk.

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