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Complaint response form

Responding to a complaint

An advertiser’s response is an important part of the evidence considered by the Complaints Board. Advertisers must provide a detailed defence covering the issues raised by the complainant, in the context of the ASA Codes. The communication from the ASA advising of the complaint will highlight the relevant Codes to respond to.

Advertisers are asked to provide the following information. You can download this template and complete the sections that are relevant to your company.

  • Contact person dealing with the complaint*
  • Name and contact at creative agency* (if relevant)
  • Name and contact at media agency* (if relevant)
  • A basic, neutral description of the advertisement
  • Date advertisement began
  • Where the advertisement appeared (all locations e.g. TV, billboard, newspaper, social platforms, website)
  • Is the advertisement still accessible – where and until when?
  • A copy of digital media file(s) of the advertisement – if the complaint relates to on-screen graphic, please send a broadcast quality version.
  • Who is the product / brand target audience?
  • Please provide a copy of the media schedule
  • Pre-vetting approval number if applicable
  • Clear substantiation (evidence) on claims that are challenged by the complainant. For assistance please see this Guidance Note.

For broadcast advertisements:

  • A copy of the script
  • CAB key number and rating

Note that the response from the advertiser is included in the published decision. We are not able to accept confidential or proprietary information. Please contact your Case Manager if this is an issue.

* Where you provide us with personal information about someone else, you confirm you have authority or approval to do so, and it is relevant to progress a complaint made to the ASA.  See our privacy policy for more details on the collection and use of personal information.