Once a complaint has been accepted by the ASB, 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 Board – this is usually 7 days but may be shorter if the ASB 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 Board may consider the complaint and the advertising or marketing communication in question without the advertiser/marketer response.