ASA/CAP Annual Report 2010: Achieving change through engagement

12 May 2011

The Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP) Annual Report 2010, published today, highlights a year of significant change.

Whether it was the introduction of new Advertising Codes, assuming responsibility for video-on-demand ads, preparing for the extension of our online remit or the comprehensive review of our processes, it has been a very busy year.

We were able to achieve this change by involving others in our work. We asked consumers, industry and the wider public for their views and we listened and acted on the outcomes of those conversations.

Engaging with everyone who has a stake in what we do helps us become more effective, ensuring we meet and reflect the needs of those we serve.

This will be a continued focus in 2011, as we look at the way we communicate with consumers and industry to ensure that we are being transparent and accessible.

As well as bringing about these many changes, we also continued with our day job. Our report reveals that we resolved 25,562 complaints about 13,038 ads and that as a result of our action 2,226 ad campaigns were changed or withdrawn.

We also report on our work protecting children and the vulnerable from irresponsible, harmful or misleading advertisements. Ensuring ads are responsible and truthful remains a top priority, particularly within the gambling and financial sectors at a time of recession.

Looking back on 2010 ASA Chairman, Lord Smith says: “Last year saw some landmark developments at the ASA, such as the preparation for our new online remit and the introduction of new Advertising Codes, which undoubtedly enhance consumer protection. Our engagement with consumers, industry and the wider public has been integral to us achieving this significant change.”

To find out more read our Annual Report 2010.