More UK ad complaints expected under new system

UK regulators are bracing for an increase in complaints about advertisements thought to be misleading or offensive because of a new system they say makes it easier for consumers to submit such objections.

The self-regulatory Advertising Standards Authority has created a single repository for all complaints about adverts, taking over the ones concerning broadcast outlets from media regulator Ofcom.

"More than 5,500 people have approached the ASA already this year wanting to object to a TV or radio commercial," the group's Director General Christopher Graham said. "Up until now we've had to turn them away."

The Authority said it has redirected people to Ofcom and to its predecessor agencies the Independent Television Commission and the Radio Authority, but often consumers would get lost in a maze of regulatory red tape.

It expects to receive as many as 24,000 complaints in its first year of handling all media.

To handle the added workload, an ASA spokeswoman said it has recruited extra staff, expanding to 106 people from 76, and relocated to bigger offices.

Its annual budget is also expected to grow to £7 million from £4 million after it is allocated more money from broadcast advertising levies.

The ASA has received nearly 8,300 complaints about non-broadcast adverts through August this year and more than 1,400 ads have been either changed or withdrawn because of its rulings.

Ofcom has received 6,147 broadcast complaints through August, the ASA said.

The ASA recently added four new members to its council, including a consultant haematologist, a secondary school headteacher and a fundraising manager. The fourth is Nigel Walmsley, chairman of the Broadcasters' Audience Research Board.