The European Advertising Standards Alliance (EASA) recorded 204 cases of cross-border advertising complaints in its 2024 report, marking a 14% increase compared to the previous year. The majority of complaints (87%) were related to digital advertising, primarily concerning misleading ads, which accounted for as much as 89% of all cases. The highest number of complaints targeted advertisements from the tourism sector, IT products, and the fashion and cosmetics industries.
The most frequent complaints were directed at ads from companies based in the Netherlands, Ireland, Germany, France, and the United Kingdom. Approximately 6% of the complaints were found to be justified, while an additional 6% were successfully resolved through mediation. The European Advertising Standards Alliance emphasizes that the self-regulation system remains effective, as the vast majority of cases are resolved within the EASA member network.
There has been a noticeable decrease in complaints about indecent advertising, while the number of complaints concerning social responsibility is on the rise. The report confirms that the cross-border self-regulation system continues to effectively monitor the development of digital advertising and contributes to better consumer protection and ethical advertising standards.
