Did the ASA ad campaign increase trust in ads?


INSIGHT
Published
Mar 22nd '24
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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

 

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