Did the ASA ad campaign increase trust in ads?

Mar 22nd '24

The Advertising Standards Authority (ASA) delighted that research results following the latest burst of their ad campaign show that the campaign continues to be impactful and effective.


Following a successful pilot in Scotland, this was the second UK-wide airing of the campaign, that lets the public know ads are regulated in all media, and the ASA is there if they need them.


Among the positive results generated by the campaign, the ASA found those who had seen or heard one of the ads (versus those who hadn’t) were:


  • More than twice as likely to recognise the ASA logo
  • Over 50% more likely to be aware that the ASA regulates a company’s advertising claims on its own website
  • Almost twice as likely to know that the ASA regulates advertising on social media sites


It was also good news for industry, with those who had seen / heard an ASA ad:


  • Twice as likely to say they tend to trust most ads
  • More than twice as likely to say they feel positively towards advertising
  • And to have greater trust in ads across all media


A graph showing the proportion of survey respondents who saw our national ad campaign, broken down by media


And as previous waves have shown, awareness of the ASA helps drive trust in the ASA. ​Trust in the ASA stands at 48% amongst all adults​, which rises to 57% when they look at those who are aware of the ASA and with recognition of their logo at its highest level, trust rises to 64% amongst those who recognise the ASA logo.​


And why is that important?


Well, because they know that trust in the ASA drives trust in the ad industry and trust in ads. ​The latest wave shows that both trust in the ad industry and trust in ads is 50% higher amongst those who trust the ASA, demonstrating the importance of the relationship between building awareness and trust in the ASA and building the public’s trust in ads and the ad industry. ​


​A massive thank you to everyone who has, and continues to, support the ASA. From The Leith Agency who have created the campaign and continue to adapt and evolve it, EssenceMediacom for their media planning expertise, the brands who have lent us their famous slogans and icons and every single media owner who has donated space.


Image Gallery – ASA and national ad campaign images

Source: ASA


Previous rulings: 13 March 2024


Need A Regulatory Marketing Compliance Consultant? A Bit More About Us


About us

LS Consultancy are experts in Marketing and Compliance. We provide a cost-effective and timely bespoke copy advice and copy development services to make sure all your advertising and campaigns are compliant, clear and suitable for their purpose.


Our range of innovative solutions can be tailored to suit your unique requirements, no matter whether you’re currently working from home, or are continuing to go into the office. Our services can be deployed individually or combined to form a broader solution to release your energies and focus on your clients.


Contact us today for a chat or send us an email to find out how we can support you in meeting your current and future challenges with confidence.


Explore our full range today.


Contact us


Why Not Download our FREE Brochures! Click here.


Call Us Today on 020 8087 2377 or send us an email.



Connect with us via social media and drop us a message from there. We’d love to hear from you and discuss how we can help.


Facebook | Instagram | LinkedIn | X (formally Twitter) | YouTube


Contact us