ASA/CAP Annual Report 2010: Achieving change through engagement

12 May 2011

The Committee of Advertising Practice (CAP) and Advertising Standards Authority (ASA) Annual Report 2010 published today, highlights a year of significant change.

Whether it was the introduction of new Advertising Codes, assuming responsibility for video-on-demand ads, preparing for the extension of our online remit or the comprehensive review of our processes, it has been a very busy year.

We were able to achieve this change by involving others in our work. We asked consumers, industry and the wider public for their views and we listened and acted on the outcomes of those conversations.

Engaging with everyone who has a stake in what we do helps us become more effective, ensuring we meet and reflect the needs of those we serve.

Through CAP Services, we focused on helping advertisers get their ads right first time. We provided advice and training on 45,462 occasions and delivered our busiest ever training programme.

The ASA resolved 25,562 complaints about 13,038 ads, slightly fewer than in 2009, and as a result of its action 2,216 ad campaigns were changed or withdrawn. After careful assessment 84% of cases (72% of complaints) were not investigated.

The Annual Report also highlights the progress that has been made following the review of the ASA’s processes, such as speeding up investigations and increasing the use of our informal procedures (now 67% of all investigated cases; 63% in 2009). We also report on our work to improve consistency between the ASA, Clearcast and the RACC by establishing a common pool of experts on cosmetic claims.

We also highlight our commitment to protecting children from irresponsible, harmful or misleading advertisements. The industry’s agreement to extend the ASA’s remit further into the online space has been a key part of that, helping to address Government and parental concerns about protecting children online.

Outgoing CAP Chairman, Andrew Brown says: “2010 marked my last full year as Chairman of CAP and BCAP. We launched new Advertising Codes, extended the remit of the non-broadcast Code further online and assumed responsibility for regulating ads in video-on-demand services. These developments testify to the industry’s commitment to self-regulation. The system faces the future with confidence and self-belief.”

To find out more read our Annual Report 2010.