Q3 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 May to 16 August 2024).

In Q3 2024, the ASA published 66 rulings, with 91% of these upheld (an uplift from 59 rulings with 85% upheld in Q2). There were a total of 423 complaints, in part due to 235 complaints made against an Alzheimer's Society advert (not upheld). The average number of days between publication of the advert and the date of the decision has continued to decrease, standing at 136 days this quarter (compared with 167 in Q2, and 239 in Q1).

Consumers still make up the most common type of complainant, though there has been a notable increase in ASA only complaints (35% compared to 15% last quarter).  The topics most frequently seen this quarter related to "Health conditions" and "Food, drink and supplements".

Headlines 

• No. of rulings: 66

• No. of complaints (leading to a ruling*): 423

• Average no. of complaints per ruling: 6.4

• Average no. days between publication of ad and ruling: 136

Most complained about

• Alzheimer's Society (5 June 2024): 235 complaints.

• We Are TALA Ltd  (22 May 2024): 50 complaints.

Outcome of rulings 

Type of complainant (%)

Topic (no.)

In order of most common, the 'Other' category includes the following topics: Charity, education and Third sector; Computers, phones and telecoms; Sports, leisure and hobbies; Medical devices; Promotions and competitions; Appliances, electronics and machinery; Cosmetic surgery and procedures; Claims, endorsements and testimonials; Clothing, shoes and jewellery; Gender, sex and relationships; Safety and security; Animals and farming; Children and the vulnerable.

There may be multiple topics per ruling.

Issue (no.)

There may be multiple issues per ruling.

*An additional 134 complaints were informally resolved but, as details are not published, these are not included in any of our figures.