Complaints
Complaints
Each year, the UK public sees many millions of ads, direct marketing and digital communications. The vast majority are responsible and comply with the rules set out in the Advertising Codes.
Last year we received 25,214 complaints about 13,074 ads. We thoroughly assessed every one of those concerns and investigated the ads that seemed to breach the rules. As a result, 2,226 ad campaigns were changed or withdrawn in 2010.
Anyone can complain to the ASA. Just one complaint can lead to an ad being withdrawn.
We can act on just one complaint. But with any complaint we receive, our focus is on providing a fair and thorough process for all involved.
Independent review process
In certain circumstances, advertisers or complainants can request an independent review of the ASA Council’s adjudication, including a Council decision not to investigate a complaint after its deliberation.
Dealing with complaints - FAQs
We work hard to ensure our complaints procedures are as open and transparent as possible. Here we answer some commonly asked questions about how we handle complaints.