Complaints process
Any person can complain about ads across media platforms which may be in breach of the ASA Codes. Check out our short video to learn more about our process or read on below for more detailed information.
Before you start
Check we are the right regulator to cover your concern and whether it may breach one or more of the Advertising Codes.
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. The waiver is to reduce the risk of people using the Complaints Board as a test process. If you want to complain to another jurisdiction, do that first.
Step 1 Making a complaint
Complete our Complaint Form.
Ensure you include a copy of the ad you are complaining about:
- 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, social media, 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. Note 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 in video form.
- For all print ads: A copy 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 the part 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 Advertiser response
Complaints are assessed for potential issues under the Advertising Standards Codes. If the complaint is accepted, we will let you know. Your complaint will be sent to all parties (this could include the advertiser, the advertising agency and the media company who published the ad) requesting their response. As per our privacy policy, your name and contact details will not be shared with them.
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 parties and released to the ASA website.
Step 3 Complaints Board Decision
If a complaint is accepted, 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. A formal written decision will be sent to all parties and released to the media.
Step 4 Outcome
If a complaint is upheld, the advertiser, in accordance with self-regulatory principles, is required to remove or amend the ad. Additionally the media platforms are similarly required not to publish or broadcast an ad which has been held by the Complaints Board to be in breach of the Codes.
If a complaint is not upheld, this means there was not a Code breach, and the ad can continue.
All ASA decisions are published on our website and in a monthly decisions release email.
Appeals
All rulings and decisions of the Complaints Board may be appealed, if they meet certain grounds. The main grounds are new evidence, the rules of natural justice were not followed, or the decision was against the weight of evidence. Disagreeing with the decision is not grounds for appeal. Visit this page for more details on appeals.
Our team are here to help. If you’d like more information on any of the above, please contact us.