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While many believe that adverts are misleading, there is a stark contrast between age groups in public demand when it comes to the question of whether advertising regulation should be tightened or not. It seems the older you are, the more likely you are to expect representative, non-misleading advertising.
The Advertising Standards Authority (ASA) is the UK governing body for advertisements, and in its own words, aims to ‘keep standards high’ and ‘ensure advertising stays within the rules’ to remain ‘legal, decent, honest and truthful’. The ASA reserves the right to remove any advert it deems to have broken its codes and regulations and works largely by investigating consumer complaints.
From our survey, 41% believe that the ASA’s current regulatory controls are ‘about right’, but 22% of those aged 55 and over think that the ASA needs to go ‘much further’ in tightening controls. In contrast, however, a mere four
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