ASA Complaint Handling Changes: Sharper Processes, Tighter Deadlines And What Advertisers Should Do Now

The Advertising Standards Authority (ASA) has updated its complaint handling procedures, following a review aimed at modernising, simplifying and strengthening the way complaints are managed. While the ASA describes many of the changes as formalising existing practice, the updates are worth noting: they introduce clearer expectations around evidence, transparency and review requests, and could affect how quickly advertisers need to respond when a complaint lands.

What is changing?

The revised procedures, which apply to both broadcast and non-broadcast complaints, include the following points for advertisers to have on their radar:

• More transparency around complainants: the ASA has clarified when complainants with a clear interest in the outcome, or a relevant public profile, may need to disclose their identity or expertise. In some cases, they may also be named in the final ruling.