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Welcome to the ASA

The ASA is the UK's independent regulator of advertising across all media, now including marketing on websites. We work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes.

Advice and guidance for Advertisers

Access the UK Advertising Codes, online tools and details of training events on the CAP website.

Find out more about the bespoke copy advice service on the Copy Advice website.

Complaint about your ad? Find out what happens next.

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“The ASA is 50 years old this year ”

“It can take just one complaint to change or remove a problematic ad”

“We dealt with 25,562 complaints in 2010”

“UK Advertising Codes are some of the strictest in the world ”

“Complaints to ASA account for less than 1% of total ads seen each year”

“2,226 ads were changed or withdrawn in 2010 as a result of our action”

“Ads on the internet are subject to the same rules as ads in other media”

Latest adjudicationsLatest Adjudications

Adjudications

1st Choice Glazing Ltd

A regional press ad and a mobile poster ad for a glazing company:a. The regional press ad was...

Aldi Stores Ltd

An e-mail, in February 2011, for Aldi supermarket, had the subject heading "Try the Aldi...

Anthony Nolan Trust

A direct mailing, which referred to a leukaemia charity’s bone marrow donor register, received on...

British Telecommunications plc t/a BT

A TV ad, for an internet service provider, featured a voice-over that stated, “Every city, every...

Finders Genealogists Ltd t/a heirhuntersuk.co.uk

Claims on www.heirhuntersuk.co.uk, seen on 3 August 2011. Text stated "LOOKING FOR...

Healing on the Streets-Bath

A website and a leaflet, for Healing on the Streets - Bath, viewed on 10 May 2011:a. The website...

Henkel AG & Co KGaA t/a Schwarzkopf

Two magazine ads and the advertiser's website promoted hair colouring products:a.   A magazine...

Ice Energy Heat Pumps Ltd

An e-mail for solar photovoltaic installations was headlined "Solar PV Offer for June...

Interparcel Ltd

The Interparcel.com website, seen on 2 November 2011, contained a page headed "OUR...

Judy Lewis

An advertorial for Judy Lewis' Training Station, which appeared in March 2011 stated, "......

Kellogg Marketing and Sales Company (UK) Ltd

A TV ad for a breakfast cereal, seen in November 2011, showed a little girl getting ready for...

Kidz 5 A Day Ltd

Claims on a website, seen in July 2011, for a children's supplement drink stated "Kids Not...

Levi Strauss & Co t/a Levi's

A magazine ad, for Levi jeans, published in October 2011 featured three young people holding lit...

LG Electronics UK Ltd

A press ad, the advertisers own website and a sales promotion:a. The press ad was headlined...

L'Oréal (UK) Ltd t/a L'Oréal Paris

A press ad for a moisturiser featured a photograph of Jane Fonda. Text stated "Your...

L'Oréal (UK) Ltd t/a L'Oréal Paris

A two-page magazine ad for an anti-wrinkle cream, in September 2011 featured a close-up, black...

LOVEFiLM UK Ltd

A TV ad and claims on the LOVEfilm website:a. Claims on the LOVEfilm website, viewed on 4 August...

MyCityDeal Ltd t/a Groupon UK

An ad for sportswear on a discount website, viewed on 19 October 2011, stated "One Pair of...

Postgoldforcash Ltd

Claims on a website and envelope for PostGoldForCash.com, seen in May 2011:a.  The website,...

South Yorkshire Passenger Transport Executive t/a Travel South Yorkshire

Two leaflets and one poster for the South Yorkshire Passenger Travel Executive t/a Travel South...

T.M. Lewin & Sons Ltd

A website for a clothing retailer, viewed on 15 November 2011, stated "Men's and Women's...

tattooremovalcream.co.uk

Claims on tattooremovalcream.co.uk for a tattoo fading cream, seen on 26 September 2011, stated...

thesecretonlineincome.com

A website, accessed on 16 October 2011, was headed "The Real Information Your Boss Doesn't...

TripAdvisor LLC

Claims on tripadvisor.co.uk, a website providing holiday and travel consumer reviews, stated...

Urban Crowd Ltd t/a Urban Tiger

A poster, for a lap dancing club, viewed on 14 October 2011, was headed “URBAN TIGER GENTLEMAN’S...

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Hot topics

Burger and fries

Food and soft drink advertising

Read this hot topic about the ASA's continuing work on food and soft drink advertising.

Alcohol advertising

Alcohol advertisements are subject to stringent rules that are designed to ensure it is promoted in a socially responsible way and to protect young people.

Children and advertising

Discover how the ASA are working to ensure that children are not exposed to harmful or inappropriate advertising.

Complaints about homeopathy websites

A high number of complaints about homeopathy websites has led to the ASA taking a new approach to their investigation process.

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ASA in the news

The ASA has found itself in the news following the publication of some high profile adjudications.

ASA gives evidence at Leveson inquiry

ASA Chief Executive, Guy Parker has been called as a witness to give oral evidence at the Leveson Inquiry into the culture, practices and ethics of the press.

Cosmetic surgery advertising

Following recent headlines and public health concerns about faulty breast implants, the British Association of Aesthetic Plastic Surgeons (BAAPS) and its members are calling for a ban on the advertising of cosmetic surgery.

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Making a complaint

Find out what types of ads we deal with and how to make a complaint.

How to complain

Adjudications

View our latest weekly ASA adjudications or search for rulings from the last five years.

Adjudications

Non-compliant online advertisers

Check the list of non-compliant online advertisers.

Non-compliant online advertisers

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ASA job vacancies

The ASA is currently recruiting for a Communications and Marketing Manager (p/t)

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Advice and guidance for Advertisers

For advice and training on the Advertising Codes please visit the CAP website. To get bespoke advice on your ad before it is published, you can visit the

Copy Advice website

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