Describe what appeared around the programme
Start with the message itself: was it a separately sold advert during a break, a brief sponsor identification around a show, or a trailer for the channel’s own programme? Record the words or product being promoted and where it appeared. The distinction matters because the organisations’ published complaint guidance assigns these forms of material differently.
Match content concerns to the right body
Ofcom says the ASA handles the content of spot advertisements and shopping channels, apart from political-advertising complaints. Ofcom retains programme sponsorship credits and broadcasters’ own programme trailers. It also deals with rules about how adverts are identified, placed and how much advertising is shown. A complaint about an advert’s claim therefore differs from one about the length of the break.
Use an example that makes the issue clear
If a sponsor card says a company supports a drama, explain the particular concern with that card rather than describing every advert in the programme. If a commercial claims a subscription costs a certain amount, preserve the claim and any qualification shown with it. Do not assume that the presence of the same brand in two different formats makes the regulatory route identical.
Keep programme and advertising complaints distinguishable
A viewer may have two genuine concerns from the same evening, such as an advert’s pricing statement and a programme’s content. State each in its own terms and use the organisation responsible for that issue. Check the current complaint guidance before submitting. Clear identification saves the recipient having to guess whether your objection concerns the sponsor, the programme or a separately scheduled advertisement.
Questions, answered
Does the ASA handle programme sponsorship credits?
Its guidance directs those television and radio credits to Ofcom.
Is a complaint about the amount of advertising the same as an advert-content complaint?
No. Ofcom identifies the amount and placement of advertising as a separate responsibility.