The Advertising Standards Authority (ASA) are delighted with the results from their latest ad campaign which again show them that increased awareness of the ASA leads to increased trust in the ASA and the advertising industry more widely.
The innovative creative for the campaign (for which many thanks go to The Leith Agency) has taken the ASA in a completely new direction compared to campaigns of old.
By partnering with some of Britain’s most iconic and best loved brands, the ASA has been able to create cut through with key messages, raising awareness among the public that they regulate ads in all media, and they’re here if they need them.
Following a successful pilot in Scotland to test the campaign, the ASA were able to roll the campaign out UK-wide from October 2022 to March 2023. Another wave of post campaign research showed the campaign was impressively impactful.
Thanks go to the media owners across the industry for their continued support, to EssenceMediacom, and to ASA brand partners, who generously let them borrow their famous campaign slogans, including Lloyds and Tesco who joined them for the UK roll out.
Among the positive results generated by the campaign, the ASA found those who had seen or heard one of the their ads (versus those who hadn’t) were:
- 257% more likely to recognise the ASA logo
- 53% more likely to know the ASA regulates advertiser’s claims on their own website
- 66% more likely to know the ASA regulate ads on social media sites
- 38% more likely to trust the ASA
- 81% more likely to trust the ad industry
- 56% more likely to trust most ads
So remember, the ASA regulate ads in all media…. oooh yes…… whether you love them, or hate them. When it comes to ads, the ASA is by your side. Because every little helps.
Check out this short video, below, to find out more and see the ads in action.
Source & image: ASA
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