By Craig Nelson - 15 Aug 2014
You've spent a fortune on a new advertising campaign. Hundreds
of hours of research and planning have gone into it. The
launch of the campaign receives great applause and praise. And
then someone complains to the Advertising Standards
Authority saying "I object to this ad as it depicts women as
whimsical and irrational".
While you and the majority of your customers may not agree with
the complainant, it pays to take complaints seriously.
If the Advertising Standards Complaints Board upholds the
complaint, you will have to either change your ad to comply with
the Advertising Codes of Practice, or withdraw it. Just the thought
of having to do so makes you feel sick.
Craig Nelson, a principal in our commercial team, has
significant experience in dealing with Advertising Standards
Authority complaints for advertisers and offers tips on how to respond to and avoid
advertising complaints.