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The ASA (Advertising Standards Authority) has rolled out the next phase of its advertising campaign across the UK. The campaign is aimed at increasing awareness of ASA’s regulatory role in the industry and its mission to protect consumers from misleading, harmful, or offensive content across all forms of media.
The campaign has been featured in national newspapers, raising awareness, and highlighting the progressive and effective work that the ASA is doing to keep advertising “legal, decent, honest and truthful” across a range of areas, including: climate change, gambling, alcohol, influencer advertising and HFSS food and drink. The campaign has already targeted opinion leaders with these messages in print, and the national rollout of its OOH and consumer-facing ads is targeted towards the wider population.
The decision to launch UK-wide follows ASA’s successful pilot, public-facing campaign in Scotland.
An increased awareness of the ASA system emerged from the pilot campaign which rolled from September to December 2020 and from February to March 2021.
Revealed at the AA’s Trust Summit last year, the campaign results led directly to increased trust in advertising overall – with around two-thirds of people who saw or heard the ads in Scotland reporting that they are more likely to trust the advertising industry than those who didn’t, and 50% saying they are more likely to trust most ads.
The ASA has built on its pilot campaign this summer with its national expansion of public-facing and OOH campaigns. Renowned brands and their slogans will be featured across the campaign, such as: Churchill; IRN-BRU; Lloyds Bank; Marmite; Mastercard and Tesco. The objective is to boost awareness of the importance of the ASA’s role within the advertising industry and the wide range of topics that ASA regulates to keep consumers safe.
Check out the full release on the ASA’s website here.
You can also check out some photos of the campaign’s opinion former ads in national print media below:
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