The annual report from the Advertising Standards Authority (ASA) has suggested that the number of complaints made to the body about online advertising is for the first time higher than those relating to TV or newspapers.

ASA received 2,980 complaints about the internet in 2007, though 72 per cent of these related to content and as such fell outside of the authority’s jurisdiction.

“Interestingly, these complaints are almost entirely about truth, accuracy, misleadingness, and availability – the ‘meat and drink’ of the ASA’s daily work on print and broadcast ads,” said Chris Smith, chairman of ASA.

“We hope for an early outcome to the detailed discussions under way within the industry, led by the Advertising Association, on the development of ways to ensure continued responsibility in advertising in new media settings.”