The due date for responses has been established to ensure that a case can be considered by the Ad Standards Community Panel at its next meeting.

Each case created is allocated to the next possible Community Panel meeting.

Ad Standards allows 7 calendar days for advertisers to respond to a complaint. If a response is not submitted the by the due date, or if an extension is not negotiated, Ad Standards' case management system will auto-generate a reminder email.

Delays in providing a response may result in the case missing the scheduled Community Panel meeting and can add anywhere between 14 to 21 days to the complaint adjudication process.  Alternatively, Ad Standards can send the case to the Community Panel without a response from the advertiser. Delays caused by late responses can attract criticism of the advertising self-regulatory system.