ASA research finds ‘hard hitting’ charity and public service ads causing concern
The Advertising Standards Authority has published the results of its research into what the public finds harmful and offensive in advertising to help shape the ASA’s future decision making process in relation to harm and offence.
Hard-hitting charity and public service ads were singled out for criticism with children and parents spontaneously mentioning them as bothering them.
Other areas of specific concern raised by the survey included sexual content and nudity, body image, violent content and gender stereotypes.
Overall however respondents attested that their views on ads recently subject to complaint were broadly in line with the ASA’s own decisions with just 16% being offended by an ad recently versus 19% in 2002.
Participants also noted that they believed the wider media showed more harmful and offensive content than advertisers.