Complaints process
Any person can complain about ads in any media platform.
Before you start
Check we are the right regulator for your concern
You may wish to read some of the Complaints Board’s previous Decisions.
We don’t accept anonymous complaints. For more information on how we collect and process personal information, please see our Privacy Policy.
In making a complaint you agree not to take your complaint to any other regulator and are required to sign a waiver to confirm this. For more information about our waiver please click here.
Step 1 Making a complaint
Complete our Complaint Form.
Ensure you include a copy of the ad you are complaining about or provide information to identify it, to help us find the right advertisement. If we are unable to identify the advertisement, we can’t process your complaint.
- For broadcast media (television, radio or on-demand): The date, approximate time and channel/station the ad was played on and the name of the advertiser.
- For digital media (website, paid search, in-app advertising): The URL or website address and a printout or screenshot of the relevant part of the site, or a copy of the actual ad.
- For social media ads: Please capture the entire ad by taking a photo or screenshot of a static post, or a recording of the social media story or post if it is a video.
- For all print ads: A copy or image of the ad together with the name and date of the publication.
- For billboard or outdoor ads: An image or photo of the billboard is helpful. Other useful information includes the name of the billboard company, the Advertiser, (usually visible on the billboard) and its exact street location.
When writing your complaint, please be specific. Examples:
- “I find the ad offensive because where it says, “….” demeans all young mothers”. This is much more effective than a general statement such as “I did not like this advertisement.”
- “I believe that the claim in the ad, “…” is misleading because…”
Step 2 Assessment and Request for further information
Complaints are assessed for a potential issue under the Advertising Standards Codes. If the complaint is accepted for further information, your complaint will be sent to all involved parties (this could include the advertiser, the advertising agency and the media company who published the ad) requesting their response to the complaint.
As per our privacy policy, your name and contact details will not be shared with the involved parties.
As part of the self-regulatory process, advertisers have the option of amending or removing the ad. If the Chair of the Complaints Board is satisfied the action by the advertiser is sufficient to remedy the issue, the complaint is considered settled.
If the complaint is not accepted, a ruling of no further action will be issued to you and the involved parties and released to the ASA website.
Step 3 Complaints Board Decision
If a complaint is accepted for further information and not settled a copy of the complaint, the ad and the responses from the parties are considered by the Complaints Board.
It will decide whether there is a breach of the Advertising Codes, and all parties will be informed of the outcome of the meeting.
A formal written decision is distributed to all parties to the complaint.
Step 4 Outcome
If a complaint is upheld, the advertiser and media, in accordance with self-regulatory principles, are requested to withdraw the ad.
If a complaint is not upheld, this means there was not a Code breach, and the ad can continue.
All ASA decisions are publicly published on our website and monthly decisions release email.
Appeals
All Rulings and Decisions of the Complaints Board may be appealed, so long as they meet certain grounds. Disagreeing with the Decision is not grounds for appeal.
Our team are here to help. If you’d like more information on any of the above, please contact us.
