VEGA highlights the difficulty in obtaining copies of advertisments for review
5th August 2003,
Availability of advertising material to support complaints
Dear Sir or Madam,
In our experience obtaining from advertisers and their agents copies of material on prominent public display but inaccessible as a source of evidence without use of camera equipment hinders appraisal of the content and construction of a well-supported complaint.
We think the ASA should insist that all advertisers or their agents should maintain collections of originals of all their advertisements over the last, say, 2 years from which copies could be made for enquirers to whom they could be despatched by post or e-mail.
Organisations such as ours are consulted by various authorities on grounds of the claims they make and of acceptable taste.
Our recent complaint, dated 30th July 2003, to the ASA about Nesquik ads ran into some reticence by the agency in providing for closer inspection A4 copies of material attached to trolleys in supermarkets.
Dr. Alan Long
Hon. Research Adviser