Q3 2025: a visual guide to ASA rulings

Have a look at our latest advertising infographics summarising key aspects of ASA decisions for Q3 (for the period 17 May 2025 to 16 August 2025).

In Q3 2025, the ASA published 85 rulings, which is higher than the 63 rulings in Q2 and 72 rulings in Q1. However, the outcome of rulings is proportionately similar, with 82% upheld in Q3 and 84% upheld in Q2. The number of complaints leading to rulings has continued to decrease, with 151 complaints in Q3 against 177 in Q2 and 245 in Q1 (and similarly high figures in 2024). The average number of days between the publication of an advertisement and a ruling was 167 days in Q3, which is similar to the 170 days in Q2. Consumers are the most common type of complainant, accounting for 65% of complaints in Q3 (growing from 44% in Q2). The most common topics were 'medicines, remedies and therapies' and 'weight and slimming', which represent the ASA's continued and growing interest in this area.

Headlines

• No. of rulings: 85

• No. of complaints (leading to a ruling*): 151

• Average no. of complaints per ruling: 1.8

• Average no. of days between publication of ad and ruling: 167

Most complained about

• Viva! (16 July 2025): 26 complaints

• Diesel SpA t/a Diesel (11 June 2025): 13 complaints

Outcome of rulings 

Type of complainant (%)

Top topics (no.)

Issue (no.)

*An additional 79 complaints were informally resolved but, as details are not published, these are not included in any of our figures.