Study: Men Are Far More Likely To Complain About Ads Than Women

Study: Men Are Far More Likely To Complain About Ads Than Women
SHARE
THIS



Ever wondered who makes all those whingy complaints to advertising standards boards? Well, apparently it’s men who are more likely to be offended by what they see in an ad than women.

Admittedly, the study was a British one; however, the UK Advertising Standards Authority (ASA) has examined the gender of the 25,647 complaints it received in 2015 and found that 56 per cent them were from men. Women accounted for 41 per cent and it’s rather unclear who made up the remaining three per cent.

According to the study, published on UK’s The Guardian, the sexes also complain about different things. Men are more likely to complain when ads deliver wrong or misleading information. That accounted for 64 per cent of all complaints to the ASA last year.

Women are more likely to complain about ads they see as offensive or harmful – such as thin models or ads that “body shame”. Complaints about these kinds of ads were made by 59 per cent of women compared to 35 per cent for men.

According to the report, Londoners are the most likely to complain about ads. Some 16.4 per cent of the ASA’s complaints for 2015 came from the nation’s capital. Northern Ireland was the least likely to complain with only 1.4 per cent of complaints emanating from there.

Guy Parker, chief executive of the ASA, said of the findings: “The breakdown of ad complaints provides a fascinating snapshot of the issues that concern people across the nations and regions. It can only take a single complaint to stop an irresponsible ad. And it doesn’t matter who or where it comes from.”

Latest News

Enero Agencies Team Up To Reveal What Makes A Brand Truly Great
  • Marketing

Enero Agencies Team Up To Reveal What Makes A Brand Truly Great

Insight and strategy consultancy The Leading Edge has conducted research into what makes a brand great. In partnership with its sister Enero group agencies Hotwire and Orchard, the report identifies five specific roads that take brands from good to great to greatness. The findings reveal that brands which encompass greatness have five distinct qualities: passionate vision, a sense […]

HP & Planet Ark Help Aussies Face Up To Plastic Pollution With Monster Installation
  • Campaigns

HP & Planet Ark Help Aussies Face Up To Plastic Pollution With Monster Installation

Australia is home to some of the deadliest predators in the world. But nothing has posed a greater threat to our environment and marine life than single-use plastic. A new report by HP and Planet Ark released last week found that Aussies rate marine plastic pollution as their top concern when it comes to environmental […]

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’
  • Media

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’

Ten teams of young creatives will vie for the prestigious Young Spikes Design Competition Award at Spikes Asia 2018, a three-day festival of creativity held between 26-28 September 2018. The competition garnered 123 submissions – the most of any Young Spikes competition – from executives aged 30 and under across the Asia Pacific and Japan. […]

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler
  • Media

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler

Corporate affairs agency Wilkinson Butler is delighted to welcome Nick Albrow to join its board as a director. Albrow joins chairman Peter Wilkinson and managing director Andrew Butler as the business builds on its reputation as one of the leading crisis and issues firms in Australia. Joining in September 2017 as an account director, Albrow has […]

Mastercard Marketing Chief Sarah Pike Exits
  • Marketing

Mastercard Marketing Chief Sarah Pike Exits

Mastercard marketing boss Sarah Pike has exited. Sadly, not via a half-pike somersault with twist, but the actual exit.

by B&T Magazine

B&T Magazine
Adobe Appoints New ANZ Marketing Director
  • Marketing
  • Technology

Adobe Appoints New ANZ Marketing Director

Adobe announces new ANZ marketing 'big cheese' who's set to go by the title of marketing director and not Queen Gouda.

by B&T Magazine

B&T Magazine
Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm
  • Media

Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm

Publicis Media agencies Zenith and Starcom were named a ‘Leader’ and a ‘Strong Performer’, respectively, in The Forrester Wave: Global Media Agencies, Q3 2018. Both agencies were among the select companies that Forrester invited to participate in this evaluation of the media agency landscape. Zenith received the second-highest score in the ‘Strategy’ and ‘Current Offering’ […]