The first half of 2017 has seen a decline in complaints received by the ASA for misleading or offensive advertising.
However, holding strong in first place as the most complained about ad so far this year is Moneysupermarket.com's ‘Dance-off’ featuring Dave wearing his denim short-shorts and high-heels in a dance-off with Colin the Builder.
A total of 455 complaints were received but no action was taken by the ASA. Bravo - a good decision!
It said: “Having carefully assessed similar complaints about this ad campaign the previous year, the ASA Council did not consider there were grounds for investigation. Although the ad could possibly be seen as distasteful by some, we concluded that, given the overall content and tone, it was unlikely to provoke serious or widespread offence or to be seen as condoning or encouraging harmful discriminatory behaviour in real life.”
Complaints to the ASA in the first half of 2017 show that TV continues to be the most complained about advertising medium with 5,127 complaints about 2,272 ads. Online ads are a close second (4,062 complaints), with more individual ads (3,852) complained about than any other medium.