Magazine article Marketing

ASA Denies Ads Follow Reg Lead

Magazine article Marketing

ASA Denies Ads Follow Reg Lead

Article excerpt

The Advertising Standards Authority is denying that its new |pounds~2m advertising campaign unveiled this week is modelled on the "Reg" campaign it banned last year.

The campaign emphasises the ASA's role as a consumer protection body.

The new ads drop the tagline "Legal, Decent, Honest and Truthful", which has appeared in ASA campaigns for the past 30 years.

"The aim of the campaign is to draw the public's attention to the Authority's work in monitoring ads. People don't know that we spot-check 250,000 new ads and promotions a year," said Caroline Crawford, an ASA spokeswoman. "It was a difficult brief because the ads can't be category-specific because we don't want to imply that one part of the industry is at fault."

The work was created by Burkitt Weinreich Bryant Clients and Company and booked by the London Media Group. It runs in space donated by poster companies and owners of national and local press.

"We had an overwhelming response from media owners," said Martin Jones, buyer at LMG. "We have been offered space by all the nationals and so many poster sites that we didn't have the production budget to use them all. …

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