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Why keeping your customers is now the smartest growth strategy
Cristelle Snyman
Your customers know when you’re faking it
Cristelle Snyman
Jobs
- Digital and Print Advertising Sales Executive Cape Town
- Regional Operations Manager Cape Town
- Copywriter Remote within South Africa
- Junior Digital Content Creator (Design & Video) Cape Town
- Social Media and Digital Design Co-ordinator Cape Town
- Medium Weight Digital Strategist Cape Town
- Digital Insights Analyst Cape Town
- Paid Media Specialist Johannesburg
- Senior Estimator Johannesburg
- Site Development Team Leader Sandton
Losing faith in the ASA
The ASA has a very important role to play - what happens when both consumers and advertisers lose faith in it?
The comments on the thread below make clear the feelings of the creative community regarding the ASA. I respond to plenty of ASA complaints relating to my clients - one of the fun aspects of being a strat planner - and I've always found the ASA to be reasonable and fair. (Okay, so the Sasol rugby decision strikes me as bizarre.)
I imagine advertising creatives would love to be rid of the ASA, and I wonder how many of them realise that it's the ASA or government legislation. Legislation is looming as a real threat in Europe (alcohol and fast food advertising in particular) and there's a real possibility that the same will happen here. And there can be no doubt that the government will be a lot less understanding than the ASA.
So, do we put up with the odd crap decision because the ASA is the lesser of a range of evils? Do we have to give in to the public on the odd issue, in the hope that we might lose the battle but win the war? I'm not sure what the answer to that question is, but the issue is bigger than the stupid ASA vs creative licence. It's the very right to advertise at all.
