Top 10 most complained about adverts of 2015

confusion-asa-advertising

Top 10 most complained about adverts of 2015

I have just read the 2015 top 10 most complained about adverts as identified by the Advertising Standards Authority (ASA).In their blog post, they point out that whilst the majority of complaints are about misleading adverts, those receiving numerically the most complaints were those which complainants found offensive. What struck me was, of those adverts complained about only the advert ranked 10th was ‘upheld’ by the ASA. From the most complained about advert, to the 9th most complained about advert, the ASA considered the advertiser had not breached the Code.For the consumer, this appears to say that, according to the regulator responsible for upholding decency requirements in advertising, 90% of the adverts you find offensive, are in fact not offensive.So who has it wrong? Is the consumer too sensitive, or the Code too liberal? Surely if we had the balance right, one would expect a more balanced set of results with regard complaints upheld/not upheld? I don’t believe the Code is not ‘fit for purpose’, but I do find it curious that the sensitivities of the ‘greater public’ are seemingly at odds with the adjudications.Any thoughts? For in-company training on marketing law, contact us to discussRead original article here