Abstract / Description of output
This study presents an analysis of 9,055 complaints about offensive and harmful advertising, using archival data from the UK Advertising Standards Authority (ASA). The aim is to identify what advertising is actually complained about and contrast these findings with the field’s previous focus on potential offense. Due to its moral calculus, growing presence in the marketplace, and higher proportion of offense and harm-based complaints, the noncommercial sectors (not-for-profit, third, and public sectors) have been selected for study. Key findings are used to propose a new typology of offense elicitors and raise questions about the effectiveness of a self-regulatory system.
Original language | English |
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Pages (from-to) | 31-57 |
Number of pages | 27 |
Journal | Journal of Nonprofit and Public Sector Marketing |
Volume | 37 |
Issue number | 1 |
Early online date | 3 Jun 2024 |
DOIs | |
Publication status | Published - 2025 |
Keywords / Materials (for Non-textual outputs)
- offensive advertising
- harmful advertising
- complaint behavior
- advertising regulation
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Advertising complaints story
Kristina Auxtova & Mary Brennan
8/08/24 → 16/08/24
7 items of Media coverage
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