According to the Advertising Standards Authority, complaints about advertising on the internet rose by 36% from 750 in 2001 to 1,016 in 2002. Internet advertising was the fifth most-complained about medium last year, up from number seven last year.
Despite the number of complaints received, a report last month into internet advertising found that only one ad out of 600 the ASA investigated broke UK advertising standards.
Email advertising reported zero complaints from the public in 2001, but drew 17 last year. It was still one of the least-complained-about media in the ASA's annual report, which showed that more complaints were received about poster advertising than any other.
The ASA published the findings in its 2002 Annual Report, saying that self-regulation in the industry continued to be effective.
ASA's director general Christopher Graham said: "Our compliance research featured in the report shows that advertisers overwhelmingly abide by the rules. This reports shows that self regulation works -- in tough times as well as good ones."
The ASA is preparing for the rise in new media marketing, introducing strict rules with its CAP Code, available at .
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