MarketingVOX: A wave of complaint is rising in the United Kingdom, where various sorts of protest regarding online advertising rose by 33 percent in 2006, per an annual report by the Advertising Standards Authority (via The Register).
Among other findings, the report staked the national press as the most complained-about non-broadcast format. Internet advertisements came in second with over 2,000 complaints logged, beating complaints about direct mail.
The information triggered a demand for more Web-based ad regulation. Despite the rate of complaint, however, the regulatory body is having trouble convincing trade organizations to conform to an ASA-based code of conduct, which only specifies paid-for media placements in specific. For example, endorsements made on e-commerce websites are considered editorial content and thus exempt.
Computers and telecommunications remained unchanged from 2005 as the second most-protested non-broadcast ads by sector.
Ads that engendered complaint included same-sex kisses, religious themes and other violent imagery, such as a spot for Motorola’s Dolce and Gabbana Razr. The ad featured a designer wielding the phone like a knife, inviting critiques about blatant glamorization of violence. The ASA changed or removed approximately 2,421 advertisements after complaints were filed.
Overall, the number of complaints in the U.K. fell 14.5 percent from 2005. And while online ads made good on the naughty list with its record 9 percent objection rate, television commercials still took home the gold with 38 percent.
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