[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-en-105":3,"doc-seo-386896-105":59,"doc-detail-386896-en":124},{"code":4,"msg":5,"data":6},0,"success",[7,13,18,23,28,33,38,43,48,51,55],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},1,"Document","Story & Novel",90,"story-novel",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":16,"slug":17},2,"Literature",80,"literature",{"id":19,"doc_module":4,"doc_module_name":9,"category_name":20,"show_sort_weight":21,"slug":22},4,"Exam",70,"exam",{"id":24,"doc_module":4,"doc_module_name":9,"category_name":25,"show_sort_weight":26,"slug":27},5,"Comic",60,"comic",{"id":29,"doc_module":4,"doc_module_name":9,"category_name":30,"show_sort_weight":31,"slug":32},6,"Technology",50,"technology",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":36,"slug":37},7,"Healthcare",40,"healthcare",{"id":39,"doc_module":4,"doc_module_name":9,"category_name":40,"show_sort_weight":41,"slug":42},8,"Research & Report",30,"research-report",{"id":44,"doc_module":4,"doc_module_name":9,"category_name":45,"show_sort_weight":46,"slug":47},9,"Religion & Spirituality",20,"religion-spirituality",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":49,"show_sort_weight":46,"slug":50},"World Cup","world-cup",{"id":52,"doc_module":4,"doc_module_name":9,"category_name":53,"show_sort_weight":52,"slug":54},10,"Lifestyle","lifestyle",{"id":56,"doc_module":4,"doc_module_name":9,"category_name":57,"show_sort_weight":24,"slug":58},19,"General","general",{"code":4,"msg":60,"data":61},"ok",{"site_id":62,"language":63,"slug":64,"title":65,"keywords":66,"description":67,"schema_data":68,"social_meta":117,"head_meta":119,"extra_data":121,"updated_unix":123},105,"en","asa-complaints-review-and-media-monitoring-insights-key-themes","ASA Complaints Review and Media Monitoring Insights - Key Themes","","Analyzes how the UK Advertising Standards Authority (ASA) review of 518 complaints and related social media monitoring illuminate patterns of offence and harm in ads involving race and ethnicity. Reviews relevant advertising code expectations on harm and serious or widespread offence, then examines how repeated stereotypes, depictions of roles and characteristics, and mocked mannerisms (including accents) drive consumer concerns and formal investigations. Includes insights on cumulative impact and the themes emerging from UK online discussions.",{"@graph":69,"@context":116},[70,84,99],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/asa-complaints-review-and-media-monitoring-insights-key-themes/386896/",{"url":83,"name":65,"@type":85,"author":86,"headline":65,"publisher":89,"fileFormat":92,"inLanguage":63,"description":67,"dateModified":93,"datePublished":93,"encodingFormat":92,"isAccessibleForFree":94,"interactionStatistic":95},"DigitalDocument",{"name":87,"@type":88},"Lucas Martin","Person",{"url":74,"name":90,"@type":91},"DocShare","Organization","application/pdf","2026-09-24",true,{"@type":96,"interactionType":97,"userInteractionCount":4},"InteractionCounter",{"@type":98},"ViewAction",{"@type":100,"mainEntity":101},"FAQPage",[102,108,112],{"name":103,"@type":104,"acceptedAnswer":105},"What did the ASA complaints review examine?","Question",{"text":106,"@type":107},"It reviewed 518 cases arising from complaints about depictions of race and ethnicity received between January 2013 and June 2020, focusing on recurring issues and the cumulative effect of offence or harm.","Answer",{"name":109,"@type":104,"acceptedAnswer":110},"How did the social media monitoring support the project?",{"text":111,"@type":107},"The project commissioned Brandwatch Strategy & Insights to review ads consumers discussed online from 2016 to 2020 and to identify emerging themes from UK-based conversations, using Twitter as a primary source.",{"name":113,"@type":104,"acceptedAnswer":114},"What kinds of ad depictions most often led to complaints?",{"text":115,"@type":107},"Complaints commonly involved repeated racial and ethnic stereotypes, such as linking negative behaviours with specific groups, exaggerating physical appearance, and mocking mannerisms or accents.","https://schema.org",{"og:url":83,"og:type":118,"og:title":65,"og:site_name":90,"og:description":67},"article",{"robots":120,"canonical":83},"index,follow",{"doc_id":122,"site_id":62},386896,1790278301,{"code":4,"msg":5,"data":125},{"doc_id":122,"user_id":126,"nickname":87,"user_avatar":127,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":128,"file_id":129,"file_url":130,"file_type":131,"file_size":132,"view_count":4,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":19,"language":133,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":134,"faqs":135,"seo_title":136,"seo_description":67,"update_tm":123,"read_time":52},8796095360427,"https://ap-avatar.wpscdn.com/davatar_994ba38a5ba835b3df7d355c54d3ed8d","ASA Complaints Review and Media Monitoring Insights  \nASA Complaints Review  \nThe UK Advertising Codes include rules that prohibit ads from causing harm and serious or widespread offence, and require them to be socially responsible. The Advertising Codes specify that special care must be taken to avoid causing offence on the grounds of race, though they do not specifically address racial or ethnic stereotypes. 1  \nThe ASA has a strong track record of investigating and banning ads that break these rules. While ads are not necessarily a problem if, in the ASA’s opinion, they do not offend against prevailing standards in society, they might be considered problematic if they depict or represent a specific group of people in a way that is likely to cause serious offence to members of that group.  \nThe ASA undertook a review of its decisions in 518 cases arising from complaints about depictions of race and ethnicity, which were received between January 2013 and June 2020 .  \nThe review identified a number of important issues that consumers consistently raised with regard to the depiction of people from different racial and ethnic backgrounds, including the extent to which those depictions in individual ads, which might seem to be on the right side of the line in isolation, might nevertheless be contributing to a cumulative effect of offence or harm.  \nThe review informed our project, initiated in September 2020, which set out to explore these issues in more depth and better understand how the use of particular racial and ethnic stereotypes might cause harm to those being depicted, or omitted, from advertising.  \nConsumer Insights: Social Media Monitoring  \nThe project team sought additional intelligence from the Brandwatch Strategy & Insights team, who analyse and uncover consumer insights from online sources and social networks.  \nWe commissioned intelligence to review which ads consumers had been discussing between 2016-2020, either positively or negatively online , and identify the themes emerging within those discussions.  \nIn order to do this, a broad search was created to capture UK-based conversation on advertising, when mentioned alongside identifiers for racial and ethnic minority groups. Those identifiers included a wide range of terms denoting race and religion, including pejorative terms. This data was then segmented in three general categories; appropriation, discrimination and representation.  \nEach segment was reviewed over a time period for recurring themes in conversation, and to identify specific adverts being mentioned by UK audiences. To ensure all conversation was UK-based, Twitter served as the primary content source for the analysis.  \nWhile all conversation was UK-based, not every ad discussed originated in the UK.  \n1 [https://www.asa.org.uk/type/non_broadcast/code_section/04.html](https://www.asa.org.uk/type/non_broadcast/code_section/04.html)[ ](https://www.asa.org.uk/type/non_broadcast/code_section/04.html)[https://www.asa.org.uk/type/broadcast/code_section/04.html](https://www.asa.org.uk/type/broadcast/code_section/04.html)  \nKey Themes  \nThis report identifies a number of key themes , some of which are interrelated, which arose from the review of ASA complaints , and the online media intelligence review. We have highlighted feedback from individuals and groups obtained via the review that, in our view, illustrate some of these themes.  \nDepiction of Roles and Characteristics  \nA common theme arising from the reviews related to the repeated use of similar racial and ethnic stereotypes appearing in ads. These stereotypical portrayals included linking negative behaviours with people from different racial and ethnic backgrounds, such as showing South Asian men as sexual predators or linking Black men to criminality, and stereotypes regarding physical appearance, such as Jewish men having large noses or Black women being deemed to be unattractive  \nDepictions that placed specific attention on, or exaggerated","cbCain0fs0NHoTaI","https://ap.wps.com/l/cbCain0fs0NHoTaI","pdf",144800,"English","# ASA Complaints Review\n## Consumer Insights: Social Media Monitoring\n## Key Themes\n### Depiction of Roles and Characteristics","[{\"question\":\"What did the ASA complaints review examine?\",\"answer\":\"It reviewed 518 cases arising from complaints about depictions of race and ethnicity received between January 2013 and June 2020, focusing on recurring issues and the cumulative effect of offence or harm.\"},{\"question\":\"How did the social media monitoring support the project?\",\"answer\":\"The project commissioned Brandwatch Strategy \\u0026 Insights to review ads consumers discussed online from 2016 to 2020 and to identify emerging themes from UK-based conversations, using Twitter as a primary source.\"},{\"question\":\"What kinds of ad depictions most often led to complaints?\",\"answer\":\"Complaints commonly involved repeated racial and ethnic stereotypes, such as linking negative behaviours with specific groups, exaggerating physical appearance, and mocking mannerisms or accents.\"}]","ASA Complaints Review and Media Monitoring Insights - Key Themes | PDF"]