Public backs ASA to handle broadcast ad complaints

15 October 2004

Ofcom's proposal to create a one-stop shop for handling all advertising complaints has strong backing from the public according to new research from the Advertising Standards Authority (ASA). When asked whether Ofcom should contract out its responsibility for handling broadcast advertising complaints to the ASA, 69% of people answered 'Yes'. 16% of respondents disagreed with the proposal and 14% were unsure.

The research is revealed in the ASA's response to Ofcom's public consultation on The Future Regulation of Broadcast Advertising, and is published on the ASA website today (www.asa.org.uk).

The ASA predicts a substantial increase in complaints from members of the public as Ofcom's proposal would reduce existing consumer confusion about how and where to complain about broadcast advertisements. In 2003, over 3,000 people approached the ASA with complaints about TV advertisements and over 1,000 came to the ASA with complaints about radio advertisements. Complainants were directed to the relevant regulator by the ASA, but these figures represent a third of the actual complaints to the ITC and over three times those to the Radio Authority.

The ASA predicts that up to 27,000 complaints could be received by a 'combined' ASA in its first year - nearly 4,000 more than the total number of complaints received by the ASA, ITC and RA in 2002.

The ASA's Chairman, Lord Borrie QC, said: "Clearly, many people who have a reason to complain are passed from one regulator to another and simply give up in frustration or confusion. A one-stop shop would remove some of the current regulatory hurdles consumers have to leap just to have their complaints heard. Non-broadcast advertising has proved that self-regulation does not mean soft regulation and we believe that the public will benefit from a single body controlling advertising across all media, including new and developing technologies."

However, the ASA's response sets out key conditions to its participation in Ofcom's scheme. ASA independence is described as 'non-negotiable' and media not licensed by Ofcom must remain free of Ofcom's authority.

The ASA expects to be able to have a new system for handling broadcast complaints in place four months after a final decision on the Ofcom proposal.

More details about the consultation are available at www.ofcom.org.uk and www.adconsult.info.