The Advertising Standards Authority (ASA) is leaning on the power of Compare the Market’s iconic Meerkat to highlight its role in ensuring that advertising remains legal, decent, honest and truthful.
The ASA has teamed up with Compare the Market and Acast for the next phase of its awareness campaign which will launch across the UK this week and run for eight weeks across multiple platforms and channels, both online and offline.
The campaign hopes to continue the industry’s momentum to build increasing trust in advertising reported by the Credos Value of Trust, released by the AA in June.
The Advertising Association (AA) has worked closely with many of its media owner members across the industry to help the ASA access advertising inventory donated by organizations. This campaign is dedicated to further assistance.
This is not the first time the ASA has leaned on the nostalgia and popularity of iconic advertising. Previous campaigns have featured Churchill, Irn-Bru, Lloyds, Marmite and Tesco.
This year, Compare the Market’s famous ‘Simples’ strapline and Meerkat imagery will also feature in press and out of home advertising, as they aim to remind the public that they ensure ads remain legal, decent, honest and real.
Mark Vile, Chief Brand Officer at Compare the Market, said: “At the heart of our advertising is an inherent drive to make sure we’re doing right by our customers. Our aim is to help make smart decisions easy finance for everyone, and our advertising sets out to make this message as engaging as possible.”
He continued: “For years, our beloved meerkats have entertained the British public and it’s great to see their popularity lent to this campaign.”
The ASA ad awareness campaign was launched in 2022 to increase people’s knowledge, trust and confidence in the ASA’s self-regulatory system.
After the first phase, thirty-six percent of UK adults saw their ads. At its most recent, their research found that those who saw the campaign were twice as likely to trust most ads, more than twice as likely to say they felt positive about advertising and had more trust in ad to everyone. media than those who have never seen the ads. People who saw the ads were more than twice as likely to recognize the ASA logo, and almost twice as likely to know that the ASA regulates social media advertising, than those who did not see the campaign.
The partnership with Acast will see the ASA awareness campaign appear on podcasts for the first time. A move that reflects the growth of podcasting as a media platform and the need to reach this audience and remind them that the ASA covers all media platforms.
The Leith Agency and EssenceMediacom have donated their time and expertise to the latest wave of the campaign.
Guy Parker, CEO of the ASA explained: “We are delighted that our ad campaign has had a real impact on people’s trust in the ASA and advertising. It’s important that people know we’re here, keeping advertising legal, decent, honest and true, and we’re grateful to all our partners for lending us their iconic slogans that the public knows so well.”
He continued: “Our new partnership with Acast means we can reach podcast listeners directly, reminding them that we control ads across all media. And Compare the Market’s iconic branding will help reinforce the message that people can trust that we effectively regulate advertising in the UK.”
Stephen Woodford, CEO of the Advertising Association added: “Our work at the Advertising Association has always been rooted in building trust in advertising – which our recent tracking research shows is on the rise. Helping to build the biggest possible awareness of the gold-standard that the UK’s self-regulatory system is one of the key things we can do as an industry to drive more trust in advertising. A big thank you goes to all the media owners and brands who have supported this campaign generous again.”
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