Study Reveals Significant Increase in Consumer Trust Towards Ads Post Awareness Campaign by Regulatory Body

ASA campaign

Source: ASA

According to new figures, consumers who saw or heard the latest awareness campaign from the Advertising Standards Authority (ASA) are more than twice as likely to trust the ad industry and individual adverts.

The latest results from an ongoing campaign by the ASA and Advertising Association (AA) show that trust across different channels has increased, with improvements seen in every case where consumers were exposed to the ASA creative.

Trust in online ads increased to 36% among those who viewed the regulator's campaign, compared to 15% among those who did not see the creative.

Similarly, in the case of TV ads, trust among those exposed to the ASA campaign rose to 46%, while it was 31% for those who had not seen the adverts. In addition, 44% of consumers reported trust in cinema ads after being exposed to the ASA content, compared to 27% of the control sample.

Our ad campaign plays a crucial role in helping achieve our ambitious targets.

Guy Parker, ASA

Trust towards radio ads, magazine ads, posters, newspapers, and direct mail increased among those who saw the creative.

The UK-wide campaign showcased brand assets from popular companies like Tesco, Marmite, Irn-Bru, Lloyds, and Churchill. Spearheaded by the AA's Trust Working Group, chaired by the directors general of the IPA and ISBA, the campaign was seen on TV, in print, online, in cinemas, and on out-of-home channels. Advertising space was secured from platforms such as ITV, Sky, The Guardian, YouTube, and TikTok.

"We are thrilled that our nationwide cross-media advertising campaign is still boosting confidence in the ASA and, consequently, in the advertising industry," said Guy Parker, the chief executive of ASA.

Increasing awareness and support for the ASA system is a vital component of our new five-year strategy, and our advertising campaign is instrumental in reaching our ambitious goals.

Parker believes that the ads play a crucial role in conveying important messages to consumers. One key message is that the ASA oversees advertising claims on social media and company websites.

The issue of trust is of utmost importance. Studies by UK advertising thinktank Credos reveal that when consumers know that advertising is regulated, they are more inclined to trust and have positive opinions about the industry as a whole.

Looking forward to the next phase of the campaign, Parker emphasizes that trust in the ASA remains high among those who have seen or heard its advertisements. This sentiment is shared by AA chief executive Stephen Woodford, who also prioritizes trust.

He adds that this campaign and its results demonstrate the importance of consistent cross-channel communication in raising awareness of how ASA regulation supports public trust.

Last year, the ASA announced that the campaign had effectively restored a level of trust in advertising among the public, with those exposed to the creative being 80% more inclined to trust the advertising industry.

Editor's P/S:

The ASA's latest advertising campaign has proven highly effective in boosting consumer trust in the advertising industry. The campaign has significantly increased trust in ads across various channels, including online, TV, and print. This is a testament to the importance of regulation in ensuring that consumers can trust the advertising they see.

The campaign's success highlights the crucial role of the ASA in maintaining public confidence in advertising. By raising awareness of the ASA's role in regulating advertising claims, the campaign has helped consumers understand that they are protected from misleading or harmful advertising. This has led to increased trust in the industry as a whole. The ongoing campaign's positive results demonstrate the importance of consistent cross-channel communication in promoting awareness and building trust. achieve its ambitious goals of increasing awareness and support for its regulatory system.