Posts Tagged ‘asa’

I thought I would write to share what I consider to be quite a positive experience I have recently had with the Advertising Standards Authority. Last month, I complained to them about an advert by Boots which I consider sexist.

It’s updated to their YouTube channel with the caption “the girls can’t let the onset of man-flu slow them down.”

Just three days after I had made the complaint, they posted out a letter to me! While it said they wouldn’t be taking any further action, they did take the time to explain to me why they wouldn’t – in this case because they did not feel the advert caused sufficiently widespread offence for them to take action. However, given complaints so often disappear off and are never heard of again, I think the ASA deserve praise for their speedy and in depth response.

The ASA have ruled on the atheist bus ad issue and decided there is nothing wrong with the adverts. In their statement they said…

The Advertising Standards Authority (ASA) has concluded that the “There’s probably no God” bus ad campaign by the British Humanist Association is not in breach of the advertising code. The ASA will therefore not launch an investigation and the case is now closed.

The ASA carefully assessed the 326 complaints it received. Some complained that the ad was offensive and denigratory to people of faith. Others challenged whether the ad was misleading because the advertiser would not be able to substantiate its claim that God “probably” does not exist.

The ASA Council concluded that the ad was an expression of the advertiser’s opinion and that the claims in it were not capable of objective substantiation. Although the ASA acknowledges that the content of the ad would be at odds with the beliefs of many, it concluded that it was unlikely to mislead or to cause serious or widespread offence.

This was to be expected given the consequences of making a different ruling but never the less a welcome decision.