The Advertising Standards Authority (ASA) has teamed up with Compare the Market’s famous meerkats and Acast for a new campaign aimed at boosting public trust in advertising.

Building on past collaborations with major brands like Churchill, Lloyds, Marmite, and Tesco, the ASA seeks to increase its visibility with the public.

Using Compare the Market’s signature “Simples” catchphrase, the campaign will spread a message of trust through press and out-of-home ads.

“We’re pleased that our ad campaign is having a real impact on people’s trust in the ASA and advertising,” said ASA CEO, Guy Parker.

“It’s important people know that we’re here, keeping advertising legal, decent, honest and truthful, and we’re grateful to all our partners for lending us their iconic slogans that the public know so well.

“Our new partnership with Acast means we’ll be able to directly reach podcast listeners, reminding them that we regulate ads across all media. And the iconic branding of Compare the Market will help reinforce the message that the people can trust that we are effectively regulating UK advertising.”

The campaign aims to remind the public that the ASA ensures ads stay legal, decent, honest, and truthful. Leith and EssenceMediacom contributed their time and expertise to support the initiative.

Compare the Market chief brand officer, Mark Vile added: “At the heart of our advertising is an inherent drive to ensure we are doing right by our customers.”

“Our purpose is to help make great financial decision making a breeze for everyone, and our advertising sets out to make this message as engaging as possible. For many years, our much-loved meerkats have entertained the British public and it’s great to see their fame lent to this campaign.’’