ASA hunts agency to promote one-stop service

by Lucy Barrett, Marketing 26-Apr-05, 08:30

LONDON - The Advertising Standards Authority is planning a high-profile cross-media campaign to highlight its service to consumers, and is seeking an advertising agency.

The search comes six months after the regulator's remit was widened to include broadcast as well as non-broadcast ads. It also coincides with the publication of its first annual report since it took over the broadcast responsibility from Ofcom on November 1.

The report shows the top 10 most complained about broadcast ads of last year were all handled by Ofcom. The top offender was Auctionworld, which drew 1,360 complaints and later had its licence revoked. A Mr Kipling Mince Pies ad, which sent up a nativity play, took second place with 806 complaints.

The ASA campaign, which is planned for the third quarter of this year, will be its first multimedia activity for 10 years. Director-general Christopher Graham said the ads would run on space donated by media owners.

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