To help inform its ongoing work protecting young people, in 2011 the ASA carried out, with Beaufort Research, consumer engagement activity in the Cardiff area. This was an opportunity to hear from young people, parents and those who work with children and young people.
This research was conducted in order to:
- Explore the concerns of the target audience in relation to advertising and young people
- Assess the extent to which young people understood what an ad is. This included how ads make them feel and how easy it is to spot an ad in, for example, a digital space
- Gauge awareness, understanding and perceptions of the ASA
- Obtain feedback on the current controls in place, and how the ASA applies them
- Elicit reactions to ASA ruling which relate to the overall theme of moral harm to young people