ASA introduces new process for competitor complaints

Barry Riley

From 1st December 2011, the Advertising Standards Agency (ASA) will require companies to show that they have taken “reasonable steps” to resolve their differences with their competitors before submitting a formal, and extensively time consuming complaint directly to the ASA.

What exactly constitutes “reasonable steps” is still yet to be seen, but a pragmatic approach, insofar as doing anything practicable to come to a resolution prior to ASA involvement, is likely to be expected.

This new requirement is a result of the conclusion of the ASA’s process review, dating back to 2009, aimed at making the ASA more effective and efficient.

Barry Riley
briley@metcalfes.co.uk
DDI – 0117 9453 042

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