1,700 advertisements changed or withdrawn - ASA Annual Report 2003

15 October 2004

The Advertising Standards Authority (ASA) Annual Report 2003, published today, reveals a record year for halting misleading or offensive advertisements. 1,702 non-broadcast ads were changed or withdrawn during the year either as a result of ASA action following complaints, or pro-active action by the Authority to ensure compliance with the advertising industry's code of practice, the CAP Code.

Complaints figures
In 2003 a total of 14,277 complaints were received about 10,754 advertisements - a year on year rise of 2.3% in complaints and of 5% in relation to the number of ads complained about. The number of complaints received and resolved by the ASA was a record for the third year in succession. Complaints to the ASA have risen by 16% since 2000.

581 advertisements were the subject of an 'upheld' verdict by the ASA Council following a formal investigation; Code breaches in a further 799 ads were resolved direct with the advertiser by ASA staff, and another 322 advertisements were changed as a result of action by the ASA's Compliance team.

Most complained about campaigns
The top ten most complained about ad campaigns of the year are listed in the Report. Each generated multiple complaints about offensiveness, accounting in total for just under half of all complaints about this issue. The most complained about campaign, Barnardo's 'Silver Spoon', generated 475 complaints, more than any other national press campaign in the ASA's history. The complaints were upheld.

Reasons for complaint
Misleading advertising remains the most common reason for complaining to the ASA with 4,717 complaints falling within this category. However, total complaints about offensive ads rose by 18% in comparison with 2002, comprising a total of 26% of all complaints received. The 'offensive' advertisements complained about, however, represent a more modest 6% of all the ads considered by the ASA.

Complaints by media
Complaints about commercial text messages increased by over 500% year on year, while 455 complaints were received about commercial e-mails, compared with just 17 the year before. The most complained about medium was direct mail with over 2,500 complaints, although this represents a year on year fall of 7%. Complaints about posters, which ranked top as the most complained about media of 2002, fell by 27%.

Complaints by sector
Complaints about holidays and travel rose by over 50% to an all time high, while the leisure industry ranked top for complaints for the fourth year running. Objections to food and drink ads (excluding alcohol) fell by more than half and there was a significant drop in complaints about health and beauty ads following pro-active action in this area by the compliance team.

Introducing the Report, the ASA's Chairman, Lord Borrie QC, said that the Authority had acted in response to public concerns about the promotion of alcohol and advertising to children. But he warned: "Any ill-considered knee-jerk reaction to media hue and cry about such issues would confuse advertisers and consumers as to where the line of acceptability lies. Instead, the ASA is listening directly to the public." Referring to two examples detailed in the Report where complaints from parents had resulted in advertising targeting children being withdrawn, Lord Borrie continued: "The impact of our rulings extends beyond the individual advertiser and ... we will not shy away from tackling an entire industry sector to ensure compliance with the Code."