The ASA already handles complaints about print and poster advertising, direct mail, sales promotions and paid for internet ads. Broadcast advertising regulation was previously split between the Independent Television Commission and the Radio Authority, but was taken over by media regulator Ofcom this year.
The ASA is now bracing itself for an increase in the number of complaints about broadcasting advertising that may be misleading or offensive and, as a result, has revamped its complaints system, which enables people to make complaints online, by post or by phone, moved to new offices in High Holborn, London, and added four more members to its council.
These are Broadcasters' Audience Research Board chairman Nigel Walmsley, consultant haematologist Dr Chitra Bharucha, Terrence Higgins Trust's Alison Goodman and head teacher Neil Watts.
ASA director general Christopher Graham said: "More than 5,000 people have approached the ASA already this year wanting to object to a TV or radio commercial. Up until now we've had to turn them away.
"Today's new start helps straighten out the regulatory maze and that's good news for consumers and advertising too."
According to Reuters, the ASA expects to receive as many as 24,000 complaints in its first year of handling all media.
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