A call to amplify the voices of people complaining against an ad

Offensiveness in advertising is both an individual and subjective experience for audiences. This is the case of advertising from the non-profit sector, which often needs to address difficult social, health or environmental issues in a bold and shocking way. Despite this, the regulatory process privileges advertiser justifications over the complaint itself. Kristina Auxtova argues that those who complain about ads should have more involvement throughout the complaint investigation process and should be consulted in the development of new codes.