Q1 2024: a visual guide to ASA rulings

Have a look at our latest advertising infographics summarising key aspects of ASA decisions for the quarter (for the period 17 November 2023 to 16 February 2024).

In Q1 2024, the ASA published fewer rulings than in Q4 2023 (73 rulings this quarter, and 107 rulings last quarter), possibly due to the festive period. However, the proportion of rulings being upheld in full increased to 96% (from 92% in Q4 2023, and 86% in Q3 2023). The average number of days between publication of the advert and the date of the decision has increased (239 days, compared with 189 in the last quarter), though this may be partly attributable to three rulings against adverts from 2019 making claims about the health benefits of intravenous nutritional therapy (IVNT).

The total number of complaints this quarter increased (698 complaints, compared with 377 in the last quarter), but this is largely attributable to the ruling against Transport For London which received 504 complaints. Consumers account for the most common type of complainant, though competitors have made up 6% of complainants this quarter (compared to <1% last quarter).

Most of the adverts complained of continue to feature on the internet or social media. This quarter, misleading adverts were the most common issue, while last quarter the main issues related to harm/irresponsibility. The topics most frequently seen in Q1 2024 related to "Utilities, energy and environment", "Holidays, travel and motoring", and "Claims, endorsements and testimonials". 

Headlines (for the period 17 November 2023 to 16 February 2024)

• No. of rulings: 73

• No. of complaints (leading to a ruling*): 698

• Average no. of complaints per ruling: 9.6

• Average no. days between publication of ad and ruling: 239

Most complained about:

• Transport For London t/a TFL ruling (7 February 2024): 504 complaints

• Ben's Gutters Ltd ruling (20 December 2023): 43 complaints

• Greater London Authority ruling (7 February 2024): 38 complaints

• Em Rose ruling (3 January 2024): 12 complaints

• Kentucky Fried Chicken (Great Britain) Ltd t/a KFC ruling (20 December 2023): 11 complaints

• Imiracle (HK) Ltd t/a ELFBAR ruling (29 November 2023): 10 complaints

Outcome of rulings (%)

Type of complainant (%)

Topic (no.)

In order of most common, the 'Other' category includes the following topics: Sports, leisure and hobbies; Vaping, smoking and drugs; Promotions and competitions; Cosmetic surgery and procedures; Home and garden; Clothing, shoes and jewellery; Gambling; Pricing and charges; Property sales and lettings; Financial products and services; Appliances, electronics and machinery; Alcohol; Privacy and popular culture; Medical devices; Beliefs and cultural identity; Safety and security; Recruitment and work; Medical procedures and services. 
There may be multiple topics for one ruling.

Issue (no.)

Media (no.) 

*An additional 172 complaints were informally resolved but, as details are not published, these are not included in any of our figures