The Advertising Standards Authority (ASA) has partnered with Compare the Market’s iconic meerkats and Acast for a new campaign designed to build up the public’s trust in advertising.

The work follows on from previous collaborations between the ASA and big name brands such as Churchill, Lloyds, Marmite and Tesco as the regulator looks to increase its visibility with the wider public.

Working with the price comparison site, the ASA will leverage the iconic ‘Simples’ catchphrase to communicate a message of trust to the British public, running across press and out-of-home.

“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.

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“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’s main objective is to remind the public that the ASA helps to ensure that ads remain legal, decent, honest and truthful. Both Leith and EssenceMediacom donated their time and expertise to the campaign.

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.’’