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ASA to roll out awareness campaign UK-wide following successful pilot

The ASA public survey revealed two-thirds of people are more likely to trust the industry after seeing ASA ads

The ASA is to launch a full UK roll-out of its awareness campaign after its Scottish pilot revealed the public were two-thirds more likely to trust the ad industry after seeing the ASA’s ads.

The advertising regulator has called for brands to partner with and is exploring tie-ups with social media platforms to help promote the campaign.

Guy Parker, chief exec of the ASA, said at the Advertiser Association’s annual Trust Summit today: “There’s a wonderful opportunity coming for the media owners and platforms to do your bit.”

TikTok is already onboard and is due to release videos with its influencers from next week.

Parker said: “We recognize the focus on social influencer advertising and we’re targeting influencers and the brands that use them.”

MediaCom London is building the media plan for the UK roll-out.

The roll-out follows a successful pilot, which fed ASA adverts to the Scottish public, where 33% of adults recalled seeing or hearing the ads.

Of that 33% TV netted the highest engagement, with 69% recalling the ASA’s TV ads, 34% online and social ads, 20% posters and 19% print.

The study, which ran from June 2020 to March 2021, polled from 2,500 adults aged 16+ and was launched off the back of the ASA and industry think tank Crudos’s 2018 trust report.

Crucially, awareness that an advertiser regulator existed rose from 50% to 56%, trust in the ASA was a third higher among those who saw the ads, and recognition of the ASA logo also saw an increase.

Parker said: “[The study] proved the ASA’s hypothesis that increased awareness of the ASA does increase trust in the advertising industry.”

He added that promoting the ASA is a “lever we now know we can pull to increase trust in the industry”.

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