A visual guide to ASA rulings: Q2 2025

Have a look at our latest advertising infographics summarising key aspects of ASA decisions for the quarter (for the period 17 February 2025 to 16 May 2025).

In Q2 2025, the ASA published 63 rulings with 84% upheld, which is lower than last quarter's 72 rulings where 93% were upheld. The number of complaints leading to rulings has also decreased to 177 from the previous high of 245 in Q1 and previous quarters in 2024. The average number of days between the publication of an advertisement and a ruling has increased slightly to 170 days from the previous quarter’s average of 152 days.

Consumers remain the most common type of complainant with 44% of complaints. The ASA continues its proactive stance, accounting for 22% of complaints, though this is lower than last quarter. Nonetheless, combined Consumer + ASA complaints account for 10%, which is higher than last quarter and indicates that the ASA's involvement in conjunction with Consumer complaints remains significant.

Headlines 

• No. of rulings: 63

• No. of complaints (leading to a ruling*): 177

• Average no. of complaints per ruling: 2.8

• Average no. of days between publication of ad and ruling: 170

Most complained about

• Shell UK Ltd (9 April 2025): 76 complaints

• EE Ltd (26 March 2025): 22 complaints

Outcome of rulings

Type of complainant (%)

Top topics (no.)

Issue (no.)

There may be multiple issues per ruling.

*An additional 107 complaints were informally resolved but, as details are not published, these are not included in any of our figures.