The ASA has a new strategy for regulating ads, meaning it won’t always wait for complaints before acting against an offending brand. While the ASA has always had the power to take action itself without having to receive complaints, it’s clear that the regulator is now planning on taking a more proactive approach to enforcement.

Following crack-downs on advertising fast foods, pay-day loans and advertising directed towards children, these areas will be prioritised at the expense of lower-order violations of the advertising codes.

Chief executive Guy Parker stated that for many complaints, the ASA “will not be providing the level of service we are at the moment”.

Parker continued: “Complaints don’t perfectly correlate with the problems that are out there and we know our complainants are not perfectly representative of the Great British public”. “There are probably issues we are not addressing to the extent we should because they are not coming through in our complaints bag.”

For more, read Marketing Week’s article here.