Rise in Online Ad Complaints: Trends of 2023
The year 2023 witnessed a surge in complaints to the ASA, with a 16% rise compared to the previous year. Among the 39,034 complaints received, a significant portion of nearly 21,000 grievances were directed towards online advertisements, highlighting a growing concern in the advertising industry.
ASA campaign
Last year, online ads took the top spot for the most complaints to the Advertising Standards Authority (ASA). In 2023, there were 20,944 complaints made about approximately 17,174 ads. This shows a 14% increase from the previous year.
TV received the second-highest number of complaints among different media platforms, with 13,604 complaints for 4,399 ads - showing a 12% increase. Email surpassed outdoor ads in 2023 to become the third-most complained about media, with 1,210 complaints against 1,058 ads.
Overall, the ASA documented a total of 39,034 complaints related to 25,041 adverts in the previous year. Thanks to these efforts, a total of 27,378 ads were either withdrawn or modified. This includes ads from betting company Ladbrokes, which were found to be targeting children, and an ad from Toyota that violated social responsibility and environmental regulations.
Proactive measures taken by the ASA in 2023
The year 2023 saw a significant increase in the workload of the ASA. Not only did the ad watchdog handle thousands of complaints, but its AI-powered Active Ad Monitoring system also analyzed approximately 3 million ads. Looking ahead, the ASA predicts that the system will monitor over 10 million ads in 2024 across various channels.
The ASA and Committee of Advertising Practice (CAP) annual report published today (11 April) revealed that the majority (92%) of the 27,378 ads affected by ASA regulations were identified through the watchdog's proactive efforts.
In addition to this, the ASA intensified its efforts to combat inappropriate vaping ads aimed at minors and started looking into advertisements that downplayed the seriousness of undergoing cosmetic surgery abroad.
ASA chair David Currie states that this work is essential for enabling the ASA to stay adaptable and respond swiftly to protect the interests of consumers, particularly young or vulnerable individuals, in the ever-evolving digital environment.
The focus on body image, vaping, and climate change is part of the ASA's shift towards a new strategic direction. In 2023, the organization successfully concluded its five-year plan 'More Impact Online' and introduced its new strategy of 'AI-assisted collective ad regulation.'
Currie believes that the new focus will shift the organization from solely dealing with complaints to taking a more proactive approach.
The ASA recently revealed the outcomes of its awareness campaign. According to the watchdog's findings, consumers showed a higher level of trust in advertisements after being exposed to the ASA's campaign. Trust in online ads increased to 36%, while trust in TV ads rose to 46%.
Editor's P/S:
The surge in advertising complaints highlights the increasing scrutiny of advertising practices. Online ads, in particular, face growing concerns about their potential to mislead consumers, especially vulnerable demographics such as children. The ASA's efforts to address these issues through AI-powered monitoring and proactive regulation are commendable. The organization's focus on body image, vaping, and climate change reflects the evolving landscape of advertising and its impact on society.
Furthermore, the ASA's success in raising consumer trust in advertising is a testament to the effectiveness of its awareness campaigns. By actively engaging with the public and promoting transparency, the ASA can foster a more responsible advertising environment. The organization's shift towards a more proactive approach is a promising step in ensuring that consumers are protected from misleading or harmful advertisements.
