Breaking the Rules – The Brands with the Most Complained About Adverts

Advertisements are always evolving and pushing the boundaries to try and get their message across, whether that’s on TV, in print, or across the many digital platforms that are at our fingertips these days.

But sometimes, things go a little too far, whether that’s an advert that’s in poor taste, culturally insensitive, or just misleading and factually incorrect.

And if anybody wants to complain about an ad, they head to the ASA (Advertising Standards Agency). But which brands have fallen foul of the ASA the most often?

To find out, we’ve analysed the last five years of ASA rulings (note that not all of these rulings were necessarily upheld by the authority).

Most Complained About Brands

  1. Roofoods Ltd (Deliveroo)

Complaints – 323

Rulings – 3

The brand which drew the most complaints across the last five years was Roofoods (better known as Deliveroo), with 323 complaints across three different rulings. The most notable ad which people weren’t happy about was their ‘magic bag’ TV advert. The ad saw a woman collecting a Mary Poppins-style bag containing meals from numerous different restaurants, which, as anyone who has ordered from Deliveroo before will know, isn’t actually possible on the app.

 

  1. Amazon Europe Core Sarl

Complaints – 299

Rulings – 8

In second place was Amazon Europe, with the majority of the 299 complaints relating to the one-day delivery service offered as part of Amazon Prime. Customers complained that their packages didn’t arrive within a day, with a significant number of Prime items not being available for the next-day delivery.

 

  1. Omega Pharma Ltd

Complaints – 222

Rulings – 4

The brand in third place might not be as recognisable as Deliveroo or Amazon, but they still clocked up a hefty number of complaints over the last five years. Omega Pharma saw 222 complaints, which related to promoting an unhealthy body image, particularly amongst young girls, as well as using actors under the age of 18 to do so.

How Many ASA Complaints Are Upheld?

We analysed a total of 1,935 complaints made to the ASA over the last five years or so – of which, the vast majority were upheld to some degree.

1,379 rulings were fully upheld, as well as a further 136 which were partially upheld, meaning over three-quarters of the complaints were dealt with in some way, while it was deemed that no further action was necessary in the case of 420 rulings.

 

The Most Commonly Complained About Topics

The topic which drew the most complaints from the public was food, drink and supplements, with 757 complaints across 92 rulings. This included the misleading Deliveroo advert mentioned earlier, as well as an advert for Philadelphia which suggested that men were incapable of caring for children and a KFC poster which landed them in hot water for using the word ‘cluck’ in place of an expletive.

Other topics which were commonly complained about include ads relating to health conditions (676) and holidays, travel and motoring (554).

The Most Commonly Complained About Media

While we increasingly consume media through the internet, it seems that the adverts which rile people the most are still on TV, with just over 40% of rulings applying to TV ads.

Some of the most complained about TV ads included Deliveroo’s ‘magic bag’ ad (300 complaints), a Photobox advert which the RSPCA complained was harmful to a dog featured in the ad (a ruling which wasn’t upheld), and a Department for Education ad which it was claimed misrepresented how much you could earn by training as a teacher.

Following TV, the most complained about ads featured on brands websites (1,698 complaints) and social media (576 complaints).

 

Methodology

All data was sourced from the ASA, analysing each ruling from December 9th 2015 to December 12th 2020.

Note that not all rulings listed were necessarily upheld and that when analysing the most complained about topics and forms of media, the topic and/or media weren’t always noted in the ruling.

 

The Favourite Christmas Adverts of 2020 (so far…)

Spoiler alert – it’s not John Lewis…

It’s not Christmas if we haven’t seen the Coca Cola truck, people aren’t going crazy over a carrot called Kevin and everyone hasn’t patiently waited for the most anticipated festive advert of all time… John Lewis.

 

However, we can reveal John Lewis’ ad is not the nation’s favourite this year.

We’ve delved into YouTube and social media data of various Christmas adverts to reveal the top 10 Christmas ads of 2020 so far…

 

 RankBrandYouTube ViewsYouTube LikesLikes on Twitter PostOverall Score
1Disney1.9M52K104.8K7.77
2Coca Cola3.3M41KN/A6.56
3Aldi7.3M21K4.8K5.34
4John Lewis3.4M21K32.7K4.52
5McDonalds970KN/A36.6K3.15
6Sainsbury’s1.5M7.2K39.4K3.13
7Amazon588K10K2.5K1.86
8Lidl146K9278.2K1.31
9Morrisons100K4942.1K1.09
10Argos98K9445821.09

 

Disney tops the chart with over 1.9 million views on YouTube, over 52,000 likes on YouTube and over 104,000 likes on Twitter resulted in an overall score of 7.77. 

Coca Cola’s advert comes in at second with over 3.3 million views on YouTube and over 41,000 likes.

Interestingly, Aldi comes in at number three with a score of 5.34 – beating the ‘big four’ by receiving the most YouTube views currently at a whopping 7.3 million.

 

John Lewis, arguably the most anticipated ad of the festive season, currently sits at number four with a normalised score of 3.64 – behind Aldi, Coca Cola and Disney.

Which Christmas advert is your favourite this year?

 

Methodology

We analysed each advert on YouTube views, YouTube likes and the number of likes on the Twitter post announcing the advert, giving each movie a normalised score out of ten for each factor. We then took an average score across all 3 factors for our final score.

Figures were correct from the 18th November 2020.

 

 

The Real Housewives of Instagram

For nearly 15 years, we’ve been following the Real Housewives of the world as they have dished up drama, scandals and glamour on our TV screens. As one of the most iconic reality TV shows, the Real Housewives franchise is a great guilty pleasure to sink yourself into.

However, which housewives from the various series are pulling in the most cash from their Instagram accounts? From Beverly Hills to Cheshire, we’ve looked at the social following of each of the Real Housewives to reveal who are the richest real housewives of Instagram.

The Housewives Making The Most From Their Insta’ Posts

Known as the most dramatic instalment of the Real Housewives franchise, the Real Housewives of Atlanta stars appear in seven of the top ten spots, making them the most lucrative housewives of all of the series.

So who took the top three spots for the most cash made from Instagram posts? Check out below!

1.   Kandi Burruss

Region: Atlanta

Instagram Followers: 8.2 Million

Estimated Instagram Earnings Per Post: $27,243 / £21,030

Taking the top spot for the highest earner on Instagram, Kandi Burruss can earn $27,243 / £21,030 for each post she creates for her 8.2 million followers. Appearing on 12 series of the Real Housewives of Atlanta, Kandi has provided fans with a lot of drama over the years.

 

2.   Porsha Williams

Region: Atlanta

Instagram Followers: 5.9 Million

Estimated Instagram Earnings Per Post: $19,808 / £15,291

Coming in second is fellow Real Housewives of Atlanta star Porsha Williams. Boasting a respectable 5.9 million Instagram followers, the American TV personality is set to make  $19,808 / £15,291 from her social media profile.

 

3.   Eva Marcille

Region: Atlanta

Instagram Followers: 4.2 Million

Estimated Instagram Earnings Per Post: $13,938 / £10,759

Despite only appearing in three seasons of the Real Housewives of Atlanta, Eva Marcille takes the 3rd spot on our list. Eva can bring in $13,938 / £10,759 per post of her flashy lifestyle to her 4.2 million followers.

 

The Top 50 Real Housewives of Insta

Despite only appearing in one season, the Real Housewives of Miami star Larsa Pippen made quite an impression on her series. Since being on the show she has amassed 2 million Instagram followers, meaning she could earn $6,689/£5,163 per post.

In comparison to our US counterparts, the Real Housewives of Cheshire who represents the UK branch of the franchise don’t rank as highly. Coming in at place 50, Tanya Bardsley is the highest British earner, raking in $2,620/£2,023 per post to her 527,000 followers.

It seems that not all Housewives will find their fortune on Instagram however. A number of wives from various different series, including Cindy Barshop (New York City), Tammy Knickerbocker (Orange County) and Dina Manzo (New Jersey), may have a few thousand followers but will not make anything from their posts.

Check out the full table below to see if your favourite Real Housewive appears on our list!

Why Digital Marketing is more important than ever in a global pandemic

It is becoming harder and harder for businesses to avoid the shift that marketing approaches have taken from traditional to digital. Digital marketing breaks the boundaries of traditional marketing as it enables businesses to reach significantly wider audiences in a highly cost-effective and measurable way. Consider the addition of a global pandemic and the need for businesses to adopt a digital marketing strategy is crucial.

Now more than ever, your customers are online.

The concept of a ‘new normal’ has led us to rely on technology more than ever as it enables us to communicate with friends and family, be entertained, keep up to date on current events and simply browse in order to keep ourselves occupied. This year, social media platforms saw a significant increase in engagement. The mobile network provider EE reported a 45% increase in data usage for communication services and online browsing between February and May 2020. By June, Facebook reported that 100 million more users had joined their network, with the fastest growing demographic being those aged 65+. On top of this, many businesses have built solutions to social distancing measures by building apps for customers to place orders when in a restaurant or bar. The continued use of these methods is further encouraging consumers to engage with their smartphones, therefore, leading to more engaged users. 

Social media marketing is key to building and maintaining relationships with your consumers in 2020.

If this isn’t enough to convince you of the importance of digital marketing in 2020, consider the benefits it brings to your business – benefits which have only become more prominent through a global pandemic. Digital allows brands to actively engage with their consumers and maintain a high level of customer service, without the need for physical interaction. Digital presents new and creative outlets for brands to engage with consumers through a pandemic, for example through creative content, online events or live streams. Social media marketing is one of the most cost-effective marketing tools out there which allows you to have complete control of who you target, how much you spend and the message you communicate. Let’s not forget that the average price for Facebook ads decreased by 6% in 2019 while ad impressions increased by 37%! 

With the acceptance of a ‘new normal’ and the prediction that consumer behaviour will continue on the same trajectory (even post pandemic) it is important that businesses embrace digital as an opportunity for their brand to align with consumer behaviour in 2020 and implement a strategy for success. 

Ready to implement a successful digital marketing strategy for your business? We are here to help

 

 

The Real Winners of The Great British Bake Off

There’s much more to winning the Great British Bake Off than just a cake stand, some flowers and the prestige of baking glory. Since becoming one of the nation’s favourite programmes after its launch in 2010, winning a series of the show is just the icing on the cake. As this year’s series gets off to a flying start, drawing over 10.8 million viewers in its first week, the bakers are beginning to build a personal brand that could be cooked to perfection by the series’ end. 

 

Although GBBO may be much sweeter evening viewing than other reality TV counterparts, the show has become a career launching platform which offers contestants the chance to craft lucrative careers from scratch. 

 

A famous example of Bake Off success is series 6 winner Nadiya Hussain. After her successful stint on the Bake Off, Nadiya has gone on to present numerous cookery shows for the BBC, signed publishing contracts covering baking to fiction, and made it to Debrett’s list of the 500 most influential people in Britain. Nadiya’s success probably isn’t news to you. With an Instagram boasting 627K followers, she’s become a household name.

 

It’s not only winners, however, who benefit from taking on the Bake Off. Bakers who charm the nation often succeed without winning the coveted Bake Off cake stand. Contestants such as Ruby Tandoh, Kim-Joy and Liam Charles have all gone on to enjoy success after competing on the show. All three have written columns for the Guardian and published their own baking books, with Liam also presenting his own programme Liam Bakes on Channel 4 in 2018. 

 

It just goes to show that the proof is in the pudding. Although the official Bake Off prize may seem initially underwhelming, the much loved show gives its contestants a platform to build their brand, show off their bakes and begin a piping hot career that’s fresh out the oven. 

 

Two episodes in, it’s all to play for. This year at PFM, we’ll be following this batch of bakers to see who comes out on top on social. Our social scoreboard will show how competitors are performing online by tracking who’s gaining the most Instagram followers throughout the series. 

 

Although Pantomime Producer Lottie Bedlow (@lottiegotcake) currently leads the pack, having gained almost 7000 followers since appearing on the show, we’re waiting to see who ends up on top. We’ve already seen upside-down cakes knocked to the floor this year, and there could always be another #BinGate

 

Have you picked your favourite baker yet? Whatever happens, get ready to see a lot more of our digital winners after the competition has ended. 

 

Making the most of Micro-Moments in 2020

In today’s evolving online landscape, it’s more important than ever for brands to create meaningful connections with their customers. Upon successful optimisation of their digital approach, brands can build these connections in as little as a micro-moment.

What is a micro-moment?

A micro-moment is a moment of intention when a consumer turns to their technological device to act on a need to learn something, do something, discover something, watch something or buy something. Or, as Google describes it, the four ‘game-changing moments that really matter’:

The concept of micro-moments is game-changing for marketers. Traditional marketing tells us that the consumer decision journey is linear, as it travels through the awareness, consideration and decision phases. However, as we move through a digital world where consumers are never far from a wealth of information on their smartphones, the consumer decision journey is more dynamic than ever as it is fragmented into hundreds of micro-moments.

As we act on our needs in these micro-moments, our expectations are high and our patience low. This means that the quality and relevance of marketing is more important than ever. In order to compete in these moments of unpredictability and get the most out of micro-moments in 2020, your brand should:

 

  1. Identify your customers’ micro-moments

In the era of ‘shopping never sleeps’, mobile phones have reshaped micro-moments. Consumers are now able to turn to their phones in search of immediate answers to questions like “how to make a chocolate cake” instead of rifling through their gran’s old cookbook. In using digital to deliver against consumer needs, brands should utilise keyword research tools and social listening to help better understand when, where and how their consumers are researching and making purchase decisions. This understanding then allows brands to optimise products and services in real time to align with consumer needs. 

 

  1. Show up in these moments 

Once you have figured out where and when your customers are showing up, you need to be there too. By creating a comprehensive strategy that works across multiple channels, you can show up for your audience when and where it’s important in order to successfully win over consumers. An effective approach to leveraging micro-moments involves being available, responsive and supportive in these moments.

 

  1. Deliver relevant content 

Simply being there is no longer enough: you need to create content that provides answers to the questions your customers are asking. Building relevant content involves creating a 2-way conversation between you and your customers. Consumers today are seeking a deeper level of engagement, which can be a challenge for brands. In overcoming this challenge, marketers can take advantage of technology platforms which integrate all marketing functions, including data integration, integrated platform analytics and campaign deployment, such as Social Bakers

 

  1. Make it easy for consumers to make their purchase

Simplify your purchase process to as few clicks as possible. Automating the customer journey allows brands to minimise the chance that consumers will drop off before reaching the purchase stage. However, it is key that you establish a strategy to regain the attention of those consumers who do drop off – for example, through retargeting campaigns and personalised messaging. Furthermore, brands should acknowledge that the consumer journey does not end at the purchase stage. In fact, a study by Autopilot found that brands who stay in touch with consumers every two to four weeks generate twice as many leads as brands that don’t. 

  1.  Measure every moment that matters 

The path to purchase is now fragmented and unpredictable. Therefore, it’s key that you evaluate your results to reflect this by measuring across every touchpoint. 

Sephora is just one example of a brand which has realised the power of their consumers’ I-want-to-buy micro-moments. The brand has successfully understood how they can show up for their consumers across online and in-store touchpoints as they reach the purchase decision stage. At the decision stage, consumers shopping in-store would turn to their smartphones to read product reviews in order to decide between products. Sephora responded to this by creating an app which allows consumers to easily access product reviews and tutorial videos simply by scanning a product when in store. Through this medium, Sephora has successfully answered questions that consumers didn’t even know they had. 

Micro-moments, and the new dynamic consumer journey, are gaining momentum. Therefore, it’s key that your brand integrates these behaviours into a reconstructed marketing strategy in order to remain competitive in today’s online landscape. 

Wondering how your brand can effectively utilise micro-moments?

 

If you’re looking for digital marketing support, we’re here to help – so get in touch today!