Charity ad complaints double, says Advertising Standards Authority

British Humanist Association 'no God' advert was sixth most complained about, according to the regulator's annual report

The number of complaints to the Advertising Standards Authority about adverts by charities and other non-commercial groups more than doubled in 2009, according to the ASA's annual report.

The report shows that adverts by non-commercial groups were the subject of more complaints than those from any other sector. In 2009 this totalled 5,479 complaints, compared with 2,429 in 2008.

The report says the British Humanist Association's "There's probably no God" advertising campaign was the sixth most-complained-about advert of 2009, the subject of 392 complaints. No other charities were in the ASA's list of the top 10 most-complained-about adverts.

The adverts by the Christian Party, which mimicked the style of the atheist bus adverts, but said "There definitely is a God" was the most-complained-about advert of the year, the subject of 1,204 complaints.

According to the ASA report, TV adverts generated more complaints than those in any other media, followed by online adverts and poster adverts. Direct mail was ranked sixth.

Kaye Wiggins recommends

ASA annual report

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