The ASA has stated that it “…will put people first and prioritise protecting vulnerable people…” in announcing its commitment to protecting vulnerable customers. The first strand of its latest strategy, AI-Assisted Collective Ad Regulation, sets a clear commitment to increasing the ASA’s efforts to protect vulnerable people and to support those who need its help the most.
- The statement indicates that the ASA is aware of ‘situational vulnerability’ (e.g., someone experiencing a temporary crisis) as well as ‘inherent vulnerability’, such as a person with a long-term disability.
- This year the ASA has used its Active Ad monitoring system to drive its proactive work and published rulings, and has undertaken research to enforce its Code rules.
- The ASA has:
- published a report into the depiction of older people in advertising;
- issued six rulings against ads for liquid BBLs (Brazilian Butt Lifts) after they irresponsibly pressured people into booking a cosmetic procedure and exploited women’s insecurities around body image; and
- conducted research into understanding how young people connect with media, sport and celebrities which will help inform what holds strong appeal to those under-18s. This is especially important when considering ads for age-restricted products, such as gambling and alcohol.
- Its 2024 Annual Report also outlined other areas where the ASA is using technology to help target its work on protecting vulnerable consumers.