The Advertising Standards Authority (ASA) has released its 2016 annual report. In 2016 the ASA received 586 formal complaints and responded to 273 enquiries from media, advertisers and agencies about advertisements prior to publication or broadcast. The decrease in complaints and increase in the number of queries about ad content reflects a shift in focus for the ASA to provide information and promote responsible advertising.
The key issues complained about in 2016 were misleading advertisements, issues of social responsibility and standards of taste and decency. Therapeutic products and services, household good and advocacy led the complaints by category. The most complained about advertising medium was television, followed by digital marketing.
The report also includes a list of the five most complained about ads for 2016. The number one spot was taken by a television advertisement by 2 Cheap Cars that complainants claimed perpetuated racist stereotypes.
For the full report please click here.