Helping the ASA listen to parents’ and young people’s concerns


Why the client needed the research
The Advertising Standards Authority (ASA) is the UK’s independent regulator of advertising across all media, including TV, internet, sales promotions and direct marketing.The ASA places a particular emphasis on protecting young people, and there is a concern at a UK level over the impact that the commercial world has on children.The key aim of this consumer engagement activity was to open dialogue with young people, parents and those who work with children and young people.

Our approach
We decided on a qualitative approach to this work, which consisted of two main components. The first element was a series of focus groups among parents, teachers and young people. For the second part, we collaborated with the client on a number of workshops in schools.

The outcome
This project and the resulting report, Advertising and young people, is helping to enhance the ASA’s ongoing commitment to protect young people from inappropriate or misleading ads. 

It also provided the ASA with the opportunity to tell the public what the organisation does and hear what they think about its work.  According to the ASA, the feedback it received was ‘invaluable and is part of an ongoing process that helps us keep pace with public opinion’.