MediaTel

Only 1% of national poster campaigns broke the ASA's guidelines during the first half of this year, according to the latest research from the advertising body.

The Outdoor Advertising Survey 2002, which assessed the compliance rate of over 1,500 posters, shows that 37.5% of complaints directed against posters relate to those advertising food and drink. Posters promoting computers and telecommunications products received 14% of complaints during the first half of this year, as did those advertising holiday and travel brands.

According to the study, posters found in breach of the ASA's codes often trigger a large number of complaints and a recent billboard ad for Telewest prompted 261 complaints for its use of the strapline: "Stay on the bloody phone".

Alan James, chief executive of the Outdoor Advertising Association, commented: "This very useful survey shows the extremely high compliance rate in the poster industry. Obviously we are delighted with this result as it clearly shows the communication power of the medium. However, the report also serves as a warning how a small number of problem campaigns can elicit a disproportionate response."

The research follows the findings of an earlier survey, which found that 91% of consumers believe that advertisers should be "more cautious" when using outdoor advertising.

Earlier this week the ASA upheld a complaint against a poster campaign Tetley Tea, which implied drinking tea leads to a longer life and healthier heart (see ASA Upholds Complaint Against Tetley Tea).

ASA: 020 7580 5555 www.asa.org.uk

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