How To Complain

Since you are already on our website, the easiest way to complain is via the online complaints form.  The section How to complain on the main ASA site will take you to the online complaints form but it’s best to finish this tour so that you know what to expect from us after you have submitted your complaint.

You can also complain by writing to us. The Contact Us section includes our postal address and fax number so that you can send us your complaint. Our telephone number is there if you have a general enquiry or need help in composing your written complaint, however we accept complaints over the phone only if its about a TV, radio or cinema commercial, poster or national press ad. Complaints are investigated free of charge. They must be made within a reasonable time of an advertisement's appearance.

When your complaint is received we will acknowledge receipt by sending you a unique reference number for you to quote. Your complaint will always be the responsibility of a named individual who will write to you. Your complaint will be dealt with in line with our Standards Of Service.

What happens next?

Below is a brief summary of the procedure we follow when we receive a complaint but you can see the full procedures in the documents below:

Download the ASA's procedures for dealing with complaints about broadcast advertisements
Download the ASA's procedures for dealing with complaints about non-broadcast advertisements

First, we assess the complaint and decide if there is a case to answer under the advertising codes. So how do we do that?

We of course need to see the ad, mailing or promotion that is being complained about. For printed ads, if you have a copy it's always best to enclose it with your complaint. You can even attach a copy of the ad to the online complaints form. If you can't supply a copy of the ad, but tell us where and when it appeared, we can usually get hold of a copy so don't think we can't act without it. But it's much better if you can give us the ad at the outset.

Deciding if there’s a case to answer

By assessing the ad, the complaint and the advertising codes, we can decide if there is a case to answer under the codes.  If we believe there is a case to answer we will tell you how we intend to deal with the matter.

If there is no case to answer under our codes, we will explain why.  Sometimes we can tell you of other bodies who may be able to look into your complaint.

Taking action

If we believe there is a case to answer we can pursue the matter in a number of ways.

Resolving problems quickly

Sometimes a breach of the codes is minor – a missing footnote or a wrong telephone number – and it can be resolved more quickly with advertisers that future advertisements will be accurate.  Information resolutions of complaints are reported on the ASA website.  Visit the Adjudications to view the most recent informally resolved cases.

Mail Order Complaints

If you have complaining because you have not received goods or a refund from a mail order company, our Complaints team will contact the company to try to resolve the matter.  The Complaints team will keep you informed about the case.

Teleshopping channels

It is a condition of broadcaster’s licenses that they abide by the rules and that includes making sure that there is stock available for advertised products.  We will work with the broadcaster to resolve any problems concerning undelivered items or refunds.

Direct Marketing complaints

If you are complaining because you have received mail from a company when you have asked not to (by  registering with the Mailing Preference Service, for example) the Complaint team will contact the company sending you the mail and tell them to stop.

Formal Investigations

If a matter is more complex of if the ASA has been unable to resolve it with the advertisers by the methods above, a ruling by the ASA Council may be needed and a formal investigation carried out.  

Evidence to back up claims in ads will be requested by the ASA and assessed to see if a breach of the codes may have occurred.  Where needed expert advice is sought.  The ASA Executive will make a recommendation to the ASA Council.  The Council then decides if there has been a breach of the Codes.

The ASA Council

The ASA Council is the body that adjudicates on formally investigated complaints.  It has an independent Chairman and the majority of its members come from outside the advertising industry.  The members who are from within the industry bring a huge amount of valuable experience and do not act as representatives of their companies while sitting on the Council.  Visit the ASA Council members section of the site to see who currently sits on the Council. 

The parties involved will be notified of the Council’s decision.  It will then be published here on our website.  If the complaint is upheld the advertisers will be told to change their advertising.  If the ad was on TV or radio, the broadcaster will be told not to show the ad again or to reschedule when it is shown.

How well did we handle your complaint?

We may send you a questionnaire after we have dealt with your complaint to find out how you rate the service you received.  Questionnaires are sent to a random sample of complainants so that we can assess our performance in dealing with complaints and make any improvements to the complaints service.  Our Standards of Service can be found in the section About ASA.

How To Complain

Contact the ASA

Standards of Service

Council Members

Adjudications