ASA online ad complaints rise 38% in 2018

The Advertising Standards Authority (ASA) has seen a 38% increase in complaints about online adverts during 2018, with 16,000 complaints being received about more than 14,000 ads in the last twelve months.

Exactly 10,773 complaints were received by the ASA concerning 5,748 TV ads, with the number of ads receiving complaints rising by 23% when compared to 2017’s figures. In 2018, a total of 33,727 complaints were received by the ASA about 25,529 adverts.

During the year, the ASA resolved 27,014 complaints via so-called “own-initiative compliance cases”, where the advertiser resolves the highlighted issue internally.

The ASA secured the amendment or withdrawal of 10,850 adverts during 2018, a rise of 53% on those amended or withdrawn in 2017. Operators including Unibet, William Hill, Coral, LeoVegas and 32Red all had adverts investigated by the ASA during 2018.

Earlier this year, the ASA unveiled its new five-year strategy, entitled ‘More Impact Online’, releasing several new responsible advertising led-guidelines for gambling firms concerning the use of child-like cartoon characters and animations by operators.

Speaking about the online sector, ASA chair David Currie said the “vast, diverse and unruly” nature of the internet required regulators to redouble their efforts in keeping up with fast-moving content online.

As part of this, the ASA undertook an online monitoring project using child avatars- online profiles which simulate children’s browsing activity to identify ads that children see online.

This project found that five operators, including NetEnt, Evoke Gaming and PlayOJO were providing gambling themed ads to individuals under the age of 18, in violation of ASA codes.

“We recognise that parents and policy-makers want reassurance on this important matter, which is why we’re working proactively rather than waiting for complaints,” Currie added.