Misleading ads being curbed in UK
fell by more than half during 2003, following pro-active action by
the UK's Advertising Standards Authority.
The ASA released its annual report this week, showing that while it was a record year for halting misleading or offensive advertisements (1,702 non-broadcast ads were changed or withdrawn during the year either as a result of ASA action following complaints), objections to food and drink ads (excluding alcohol) fell by more than half and there was a significant drop in complaints about health and beauty ads.
"We took some proactive action against muscle-enhancing supplements and herbals at the beginning of the year and that seems to have paid off," said Claire Forbes, ASA spokesperson.
"This is a clear signal to the whole sector that certain things are not allowed in advertising," she added.
The industry is also facing growing scrutiny with a proposed EU regulation on health claims, which would set limits on how food and supplement makers market their products.
Last year complaints against foods included an objection to Danone's ad, claiming its Shape yoghurt was made with 'added nothing' and was 'virtually fat free' as well as a British brewer trying to attract consumers with the vitamin content of its beer.
The authority monitors over 4,500 ads each week and pulls up companies making misleading claims. It also alerts advertisers and magazines to advertising practice guidelines and raises attention in the UK press of recent actions on companies.
The leisure industry ranked top for complaints for the fourth year running while complaints about holidays and travel rose by over 50 per cent to an all time high.
