A year of worthy protection from fraud and worthless PC easy offence…ASA and CAP publish their joint annual report

Posted: 22 April, 2017 in ASA Advert Censor, Uncategorized
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Read more me_asa.htm at MelonFarmers.co.uk

asa 2017 The Annual Report 2016 reveals how our work has changed and how ASA adapted to a fast changing advertising landscape where nearly half of the work now involves regulating online ‘advertiser-owned’ ads , material that just five years ago wasn’t covered by the rules.  2016 marked the five year anniversary of the ASA and CAP extending the advertising rules to cover companies’ and other organisations’ own ad claims on their own websites and social media spaces, for example on You Tube, Facebook and Twitter.  The Annual Report reveals the impact of that change.  In the last five years:

  • The ASA has resolved 41,383 complaints about 36,872 online ‘advertiser-owned’ ads
  • Those ads accounted for 1 in 3 complained about to the ASA
  • 88% of complaints about online ‘advertiser-owned’ ads were about misleadingness, compared to 73% for complaints across all media.

The report highlights the regulatory challenges the changing advertising landscape poses, with the lines between offline and online and between paid-for, ‘owned’ and ‘earned’ advertising becoming increasingly blurred.  And the report shows how technological change has influenced the ASA’s strategy to have more impact and be more proactive.  

Key figures for 2016 included: 

  • The ASA resolved 28,521 complaints about 16,999 ads
  • 4,824 ads were changed or withdrawn as a result of ASA and CAP action (a record year and a 5% increase on 2015)
  • CAP delivered 281,061 pieces of training and advice to industry to help companies and organisations get their ads right (another record year and a 10% increase on 2015)
  • The ASA and CAP delivered strong enforcement, with 8 websites taken down, one successful prosecution of an alternative therapy provider following referral to our legal backstop, Trading Standards, and two arrests pending prosecution
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