The Advertising Standards Authority (ASA) is committed to ensuring that advertising across all media is legal, decent, honest, and truthful. As part of our 2024-2028 strategy, AI-assisted collective ad regulation, we have conducted extensive research to better understand public concerns about advertising and to prioritise the protection of vulnerable audiences. This series of reports, based on a UK-wide survey, explores the key issues that matter most to the public.
The first report, Context and Concerns, examines the broader landscape of public priorities. It reveals that while issues like healthcare and the cost of living dominate national concerns, the media landscape ranks lower in public attention. Within the media landscape, issues such as misinformation and a perceived lack of impartial news sources are more pressing than advertising-related concerns. The report also explores specific thematic issues, such as scam ads, which are a top concern for certain groups, particularly older adults and those with health limitations.
The second report, Portrayal and Imagery, focuses on how people are represented in advertising. It uncovers significant concerns about the depiction of women and girls, including idealised body images and objectification. Violent or distressing imagery also ranks highly among public concerns. Women are more likely than men to express concern across all issues, with younger women showing heightened sensitivity to gender stereotyping and objectification. The report highlights the societal impact of these portrayals, with many respondents expressing concern on behalf of others, especially vulnerable groups.
