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ASA launches terrible ads radio campaign

LONDON - The ASA has launched a series of deliberately bad radio ads, highlighting its new role as regulator for broadcast advertising.

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The intentionally awful commercials, which are the advertising watchdog's first radio campaign, follow its recent TV and press ads. Continuing the same theme as before, the radio commercials tell listeners how the ASA plays a crucial role in protecting the public from ads that are offensive, harmful and misleading. They also tell people how to register a complaint and reassure them their concerns are taken seriously.
The three 30-second ads, which were developed by Eardrum, will feature on commercial radio stations nationwide over the next two weeks. Featuring a voiceover from 'My Dad's The Prime Minister' actor Michael Fenton Stephens, the commercials are deliberately unprofessional and full of mispronunciations and poor editing.

The ASA, which releases its annual report next month, is expected to reveal that it received more than 26,000 complaints relating to advertising standards from the general public over the last year. The watchdog says the figure underlines the importance of its role in keeping UK advertising standards high.

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