ASA launches new phase of UK-wide awareness campaign

We are launching the next phase of our ad campaign, following a successful UK-wide campaign last year that increased awareness of the ASA’s role in regulating ads amongst those who saw or heard our ads, as well as trust in advertising.

Following phase 1, a successful pilot in Scotland, we rolled out a UK-wide ad campaign across multiple media between October 2022 and March 2023.

Our goal was to increase awareness of the ASA as the regulator for advertising across all media, and we’re already seeing positive results. Following this second phase, our research found that:

  • 36% of UK adults saw these ads
  • Of those that did, 67% felt confident that ads are regulated, a fifth more than those who hadn’t seen our ads
  • Awareness of an organisation to complain to (80%) and recognition of our logo (48%) were both significantly higher among those who’d seen/heard our ads
  • Trust in the ASA rose to 53% and was higher still among people who saw our ads, at 65% - and only 6% of UK adults say they distrust the ASA.
  • Trust in the ad industry increased by a third across the UK - and was twice as high among those who saw/heard our ads than those who didn’t

Now, we’re launching a new 30” ad which ties together three of our brand partners and previous ads. We’ll be working again with Churchill, Irn Bru, Lloyds, Marmite and Tesco, brands that have strong associations through their memorable ads.

We’d like to extend a big thank you to The Leith Agency and EssenceMediacom who have kindly donated their time and expertise, to the brands for lending us their famous straplines and to all the media owners who have so generously supported the campaign with donated space and airtime.

We’re already planning the next phase of the campaign, aiming to continue building awareness of and trust in the ASA and ad regulation and increase trust in advertising more broadly. We hope to launch it in 2024, partnering with new famous brands and straplines.

Guy Parker, CEO of the ASA, said:

“The results of our previous campaigns speak for themselves, but there’s much more for us to do in this new phase and beyond. We must continue to spread the important message that ads in all media are proactively regulated by the ASA. We know that reassures people that the ASA has got their back. We know it helps increase trust in ads. And we couldn’t do it without the incredible support we’re receiving from Leith and EssenceMediacom, the partner brands and multiple media owners who’ve donated extensive inventory.”

Stephen Woodford, CEO of the Advertising Association, said:

“Thanks to the generous support of leading commercial media owners, famous brands and Leith agency and EssenceMediacom, we are delighted to see the national ASA campaign return after a successful test in 2022.

“Improving public trust in advertising is the AA’s top priority and research shows that advertising the ASA’s comprehensive regulatory reach, a key pillar in the AA’s Trust Action Plan, is an extraordinarily effective means of raising public trust.”

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