From
Yorshire Post
Today
The advertising industry watchdog, the Advertising Standards Authority
(ASA), will be in Yorkshire next week, canvassing public opinion on ads
and how they are policed.
In 2004, the ASA received a total of 12,711 complaints about 10,062
advertisements. The most complained about sector was leisure, with 3,343
complaints which represented a quarter of the total received. National
press ads generated more complaints than any other media with 2,270
complaints followed by direct mail and then posters. More than 1,700
were formally investigated and upheld. Another 435 were investigated and
not upheld, and 962 were resolved informally, which is where the
advertiser agrees to amend or withdraw their ad without the need for a
formal investigation.
Since the end of last year, the ASA's remit has included the
processing of complaints about radio and TV, which had previously been
administered by separate bodies. By the end of this year, the volume of
complaints is expected to have risen to about 30,000, with more of them
about advertising in the national press than any other medium. The ASA
which carries out random checks on ads before they are broadcast or
published, but relies on self-regulation and works mostly with
complaints after the event is funded to the tune of £8m by a voluntary
0.1 per cent levy on advertisements, which most agencies pay. Despite
the fact that it's the ads which allegedly offend standards of taste and
decency that stir up most publicity, it's those that are perceived to
make misleading claims which constitute the bulk of the complaints made
to the ASA.
Present hot potatoes for the ASA include the advertising of alcohol,
food, and the problems posed by marketing via new media, such as mobile
phone messenging. The Government and consumer groups are pushing for a
tightening of the rules surrounding advertising of food to children, and
the industry is working on changes in its code of conduct. But is the
advertising industry the scapegoat for a childhood obesity problem whose
causes are wider and highly complex?
In general, ASA director-general Christopher Graham says advertising is
gradually becoming raunchier and consumers are becoming more knowing in
how they view ads across an increasing diversity of media. The ASA uses
consumer research to help in informing its decisions, but it also holds
regular public events around the country, which are open to individuals,
community groups, colleges, parents and anyone else who wants to go
along and air their views. Next Wednesday one of these day-long ASA
Consumer Conference will be in Leeds.
This kind of thing is an important tool in understanding public
tastes and sensibilities, says Graham. Part of the day is spent
in groups, looking at various ads and the many issues to be examined
before a decision can be made about whether to uphold a complaint. It's
also a valuable opportunity for the public to find out more about what
we do and come back at us about how we do it. We're not perfect, we know
we don't always get it right, and it's important to hear what people
think. It's also important that they know we are there.
The ASA conference is to be held in the Park Plaza hotel, Leeds on
Wednesday 23 November 2005. To get more details or register for the
event call the ASA on 0207 492 2222, or email events@asa.org.uk