A visual guide to ASA rulings: Q4 2025

Have a look at our latest advertising infographics summarising key aspects of ASA decisions for Q4 (for the period 17 August 2025 to 16 November 2025).

In Q4 2025, the ASA published 71 rulings, which is lower than the 85 rulings in Q3. However, the outcome of rulings shows a higher proportion upheld, with 94% upheld in full in Q4 (plus 3% upheld in part), compared to 82% upheld in Q3.

The number of complaints leading to rulings has continued to decrease, with only 90 complaints in Q4 against 151 complaints in Q3, 177 in Q2 and 245 in Q1. Notably, the most complained about rulings in Q4 each received only 5 complaints (Gorgeous Shard Puzzle Studio and Zzoomm plc), indicating a shift away from high-volume complaint cases. The most common topics related to 'gambling' and 'beauty products, grooming and hygiene'.

Headlines

• No. of rulings: 71

• No. of complaints (leading to a ruling*): 90

• Average no. of complaints per ruling: 1.3

• Average no. of days between publication of ad and ruling: 182

Most complained about

• Gorgeous Shard Puzzle Studio (objectifying women) : 5 complaints

• Zzoomm plc (not identifiable as marketing): 5 complaints

Outcome of rulings

Type of complainant (%)

Top topics (no.)

Issue (no.)

There may be multiple topics and issues per ruling.

*An additional 112 complaints were informally resolved but, as details are not published, these are not included in any of our figures.