Once a complaint has been accepted by Ad Standards, the advertiser/marketer is notified about the complaint. They are provided with a copy of the complaint and are requested to provide a written response and copies of the relevant advertising or marketing communication within sufficient time to allow the complaint to be dealt with at the next meeting of the Ad Standards Community Panel – this is usually 7 days but may be shorter if Ad Standards considers that the complaint should be considered as a matter of urgency.

If an advertiser/marketer fails to provide a response to the complaint within the specified period or any extension of it, the Community Panel may consider the complaint and the advertising or marketing communication in question without the advertiser/marketer response.