ASA revises its complaints-handling procedures

By John Wilks, Rebecca Kay and Iris Mo

The Advertising Standards Authority (ASA) has recently published revised procedures for its handling of complaints regarding broadcast and non-broadcast advertisements in the UK. The changes are intended to increase transparency, consistency and accountability of complaints processing.

While largely procedural, the changes represent a welcome improvement to the ASA processes. In particular, simplification of the factors relevant to requesting an informal investigation, greater certainty of deadlines, and the rules around vexatious complaints, will be welcomed by marketers.

The main procedural changes, and the practical impact on marketers and complainants, are as follows…

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