Sports Direct brands ASA as “out-of-touch”, after regulator banned ad
Culture Index
Score Breakdown
Relevance
3/25
Freshness
25/25
Authority
18/20
Brand Signal
6/15
Depth
4/15
5-Axis Cultural Radar
Sports Direct, part of the Fraser’s group, has responded to the ASA banning one of its ads branding the regulator “out-of-touch”. The retailer has stated that it will be contesting the decision and considers the decision “fundamentally wrong”. Seen on 10 February 2026, the ad in question was a product page on the retailer’s website,...
