Guide to ASA Decisions Q2 2025: Key Regulations Explained
**UK Advertising Standards Authority (ASA) Reports Lower Volume of Rulings in Q2 2025**
The UK Advertising Standards Authority (ASA) has published its Q2 2025 report, revealing a decrease in the number of rulings compared to the previous quarter.
In Q2 2025, the ASA published 63 rulings, down from 72 rulings in Q1 2025. The drop in the number of rulings is accompanied by a slight decrease in the upheld rate, with 84% of rulings upheld in Q2 2025, compared to 93% in the previous quarter.
The decrease in the number of rulings could be attributed to a drop in the total number of complaints leading to rulings. In Q2 2025, there were 177 complaints, down from a previous high of 245 in Q1 2025 and preceding quarters in 2024.
Despite the decrease, the ASA continues to play a proactive role in monitoring advertisements, with 22% of the complaints in Q2 2025 originating from the ASA itself. This represents a decrease from the previous quarter, but the ASA's involvement alongside public reports remains significant.
Consumers remained the most common complainant, accounting for 44% of complaints in Q2 2025. The combined number of complaints from Consumers and the ASA in Q2 2025 is higher than the previous quarter, indicating ongoing significant involvement by the authority alongside public reports.
It's worth noting that an additional 107 complaints were resolved informally, although details are not published, and these are excluded from official statistics.
Shell UK Ltd received the most complaints, with 76 complaints, making it the most complained about company in Q2 2025. The average number of complaints per ruling in Q2 2025 is 2.8.
The average time from advertisement publication to ruling increased to 170 days in Q2 2025, up from 152 days in the previous quarter.
The type of complainant percentage distribution in Q2 2025 is not specified in the provided paragraph. The top topics in Q2 2025, in terms of number of rulings, are also not specified.
The report provides a valuable insight into the current state of advertising in the UK, offering a snapshot of the trends and issues that the ASA is addressing. As the ASA continues to monitor and regulate advertisements, it will be interesting to see how these trends evolve in the coming quarters.
The decline in the number of ASA rulings might be associated with changes in specific sectors such as media, finance, business, or technology, where advertising activity might have diminished. Additionally, the increase in the average time from advertisement publication to ruling could signify a heightened reliance on technology for analyzing and processing advertising content, potentially affecting the overall speed and volume of rulings.
