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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.

Read more

“The ASA is 50 years old this year ”

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

“We dealt with 31,458 complaints in 2011”

“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”

“4,591 ads were changed or withdrawn in 2011 as a result of our action”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

Amazon EU Sarl

A website for online retailer Amazon, www.amazon.co.uk, contained information about a premium...

British Telecommunications plc

A TV ad for a fibre optic broadband product called 'BT Infinity'. It featured two students, one...

Crawley Clinic Ltd

An ad, in "RH10 Uncovered", a regional magazine, for hair removal treatments, featured...

Electronic Healing

A page on a website for complementary and alternative therapies and devices,...

InterContinental Hotels Group plc t/a Crowne Plaza

Two hotel booking websites, www.crowneplaza.com and www.ichotelsgroup.com, viewed on 20 March...

J Sainsbury plc t/a Sainsbury's

Three national press ads, read on 12 October 2011 and a TV ad seen on 13 October 2011, for...

kgb (UK) Ltd

The website www.kgbdeals.co.uk, visited on 2 February, stated "£35 for a stunning Ladies...

kgb (UK) Ltd

The website www.kgbdeals.co.uk, visited on 14 March, offered a holiday to Sardinia for...

kgb (UK) Ltd t/a kgbdeals

An ad for a digital camera on www.kgbdeals.co.uk, seen on 14 February 2012, was headed...

Maximiles UK Ltd

An e-mail, sent to members of a reward scheme, viewed in February 2012, included the subject line...

Mr Unique

A regional press ad, for Mr Unique tyre and exhaust centres, was seen in the Harlow Star and the...

Quality Conservatories Ltd

The website www.qualityconservatoriesltd.co.uk, visited on 1 March 2012, stated "Quality...

Reckitt Benckiser Healthcare (UK) Ltd

An internet display ad for Durex Play lubricant gels, which was seen on www.tvguide.co.uk,...

Winning Deals Ltd

A national press ad for Veri-green lawn seed, was headed "Veri-green LAWN SEED VISIBLE IN...

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Hot topics

Broadband Hot Topic

Broadband: A need for speed

As businesses in the highly competitive telecommunications sector advertise ever higher broadband speeds, the advertising rules and the ASA have had to adapt to keep pace with this ever evolving market.

Children and advertising

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

Read more

Latest newsLatest News RSS

Advergames

Advergames and the advertising rules

A relatively new marketing trend ‘advergames’ - typically electronic games that are used to advertise a product - has recently hit the headlines with the Government raising concerns about whether it is clear enough they are ads.

ASA statement on Coalition for Marriage ads

We would like to clarify that the fact that we are investigating complaints about ads by the Coalition for Marriage does not mean we will necessarily ‘uphold’ them, leading to the ad being banned.

New ASA Council Members Appointed

Advertising Standards Authority Chairman, Lord Smith has announced the appointment of two new Council members.
Read more

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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Advertising Standards Authority Ltd, Mid City Place, 71 High Holborn, London WC1V 6QT  |  Copyright © 2012 ASA