ASA looking to build Britons’ trust in ads with its own campaigns

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October 07, 2021, 4:06 PM GMT+0

The UK’s ad watchdog – ASA – is relying on media houses to take its trust-building campaign to sceptic customers across the country.

In a bid to boost public trust in its role as an advertising watchdog, the Advertising Standards Authority (ASA) is working towards building a brand of its own. Consumers in Scotland who saw the ASA’s ad campaign are two thirds more likely to trust the ad industry that those who did not see the campaign.

Additionally, these audiences are 50% more likely to trust most other ads. Given that the ASA is funded by a 0.01% levy on advertising, the regulator is relying on UK’s media owners and platforms to donate space and airtime for their campaigns.

Through increased public trust in its brand, the regulator hopes the advertising industry can maintain its self-regulatory system and avoid heavy government intervention. ASA CEO Guy Parker said, “It’s really important that we also raise awareness among those audiences that the ASA is the frontline, one-stop-shop regulator for advertising in the UK, and that we cover online.”

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