Every day it seems like there are more and more ads targeting us for some product or the other. This is especially true online, where one can hardly sneeze without being targeted for some sort of product. However, it seems that the people are finally having enough.
In 2023, the Advertising Standards Authority (ASA) received 39,034 complaints regarding 25,041 adverts, with 20,944 of those complaints being made about 17,174 online ads. An increase of 14% on 2022 figures.
Of these adverts, 70% were either withdrawn or amended thanks to the efforts of the complainers. Adverts that were withdrawn included ads from betting firm Ladbrokes which was found to be appealing to children, and an ad from Toyota which broke social responsibility and environmental rules.
Whilst complaints helped the ASA ensure that its standards were upheld, it would not have been half as effective without its AI-powered Active Ad monitoring system, which processed around 3 million ads last year. The ASA believes the programme will capture more than 10 million ads in 2024 across all channels.
Finally, following the shocking decision of Ladbrokes to target children, the ASA is ramping up its focus on cracking down on irresponsible advertising targeting under-18s. They will be focusing on vaping ads and ads that are trivialising the decision to have cosmetic surgery overseas.
The ASA believes that this approach will enable it to remain flexible, adapting quickly to safeguard the interests of consumers and citizens, especially those who are young and vulnerable, in a rapidly changing digital landscape.
Vivek Rajkhowa 
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