We’re delighted with the results from our latest ad campaign which again show us 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 our many thanks go to The Leith Agency) has taken us in a completely new direction compared to campaigns of old.

By partnering with some of Britain’s most iconic and best loved brands, we’ve been able to create cut through with our key messages, raising awareness among the public that we regulate ads in all media, and we’re here if they need us.

Following a successful pilot in Scotland to test the campaign, we 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.

Our thanks go to the media owners across the industry for their continued support, to EssenceMediacom, and to our brand partners, who generously let us borrow their famous campaign slogans, including Lloyds and Tesco who joined us for the UK roll out.

Among the positive results generated by the campaign, we found those who had seen or heard one of the ASA’s 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 we 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, we 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 our short video, above, to find out more and see the ads in action.

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