The (British) Advertising Standards Authority has just published their 2006 Annual Report: the changing face of advertising. This report (.pdf) reveals that (in the U.K.) the number of complaints about internet advertising in rose by 33%, which makes is the 2nd most complained non-broadcast format. Five years ago, in 2001, the Internet ranked as the eighth most complained about of all nonbroadcast media.
This has of course to do with the importance of internet as an advertising medium. And with the fact that the online audience does not hesitate to use it's own medium backchannel to complain about advertising that is offensive to them.
Curious? Have a look at the Top 10 most complained about ads: the number one is a really weird ad from the Gay Police Association.
The ASA is, by the way, not able to sanction "faulty" internet ads. But they do have a clear mission: "It isn't just the change in advertising that has been remarkable over recent decades, but where and how that advertising appears." The challenge is not to create innovative advertising, but to make sure advertising techniques and concepts remain "legal, decent, honest and thruthful - and socially responsible too."
Found via 901am.com.
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Internet advertising complaint department is very busy
Posted: May 13th, 2007, 12:30pm MDT by Clo Willaerts