No Stiff Upper Lip as Brits Cry Foul Over Ads

‘Tis the season to complain -- in the U.K., at least. The Advertising Standards Authority, Britain's independent industry regulatory body, has over the past month fielded grievances regarding ads that suggest mothers (and not fathers) do Christmas shopping and car ads that promote reckless driving. The objections, however ridiculous they might seem, indicate a broader trend in Britain: complaints about ads are on the rise.

In 2011, the ASA received and dealt with a record-breaking 31,000 complaints and handled more than 22,000 cases -- a 25% bump from 2010. Of those, it investigated 4,417 cases, either through informal resolution or an actual investigative process. And in the first three quarters of 2012, it has put away almost 24,000 complaints, which means 2012 could top even 2011 by the time it's over. What's with the spike in Britons' issues with advertising? One explanation is that the ASA recently expanded its realm to include the digital and online space. However, complaints in non-online categories are also rising.