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Welcome to the ASA

The Advertising Standards Authority (ASA) is the UK's independent regulator of advertising across all media, including TV, internet, sales promotions and direct marketing. Our role is to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes.

Complaints

Each year, there are many millions of ads, direct marketing communications, sales promotions and digital communications in the UK. Our regular Compliance surveys tell us that the vast majority comply with the Advertising Codes. The ASA is here to tackle the ones that don't.

How to complain

“Many millions of ads, promotions and direct mail are seen in the UK each year”

Facts and figures

“26,433 complaints received”

Facts and figures

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

Facts and figures

“Complaints resolved within an average of 13 days ”

Facts and figures

“2,475 ads changed or withdrawn”

Facts and figures

“ASA is nearly 50 years old”

Facts and figures

“Complaints total less than 1% of all advertising”

Facts and figures

“45% of all complaints to the ASA are about misleading claims”

Facts and figures

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

Facts and figures

“99% of internet ads comply with the rules”

Facts & figures

“On average, 97% of ads are in line with the Codes”

Facts and figures

Latest adjudicationsLatest Adjudications

Adjudications

Department for Transport

A TV ad, for Department for Transport Think! campaign, featured a cartoon character of a pale...

easyJet Airline Co Ltd

A poster, which appeared on an overground train, for easyJet had the headline "Who loves flying...

Electronic Arts Ltd t/a BioWare

A TV ad, for the console game ‘Dragon Age: Origins’, included footage of action sequences and...

GameAccount Global Ltd t/a Casinorip.com

A TV ad for an online gambling service showed a serious-looking man and woman joining a casino...

IntraMed Ltd

A magazine ad, for 'Day & Night' slimming supplement, had headline text that stated "NEW...

LighterLife UK Ltd

A TV ad, for a very low calorie diet, showed people playing trombones and dancing. A woman was...

Rochdale TV

A directory ad for Rochdale TV, a TV repair company, was headed "ROCHDALE TV" and listed...

Save Our Scenic Moray

A circular, for an anti-wind farm group in opposition to the proposed Dorenell wind farm.

TeleSky Shopping Ltd

A teleshopping presentation, in Hindi, for a home worship kit, described the benefits of...

The Option Institute and Fellowship t/a Autism Treatment Center of America

A regional press ad, for The Autism Treatment Center of America, was headed "AUTISM RECOVERY 2...

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Hot topics

Alcohol bottles

Alcohol

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.

ASA digs deep and talks about charity ads

If you were asked to think about charities, what would be the first thoughts to enter your mind? You probably would not associate them with offence or distress. But, when it comes to advertising, charities can provoke a significant emotional reaction from the public.

Environmental claims on the rise

It’s not just the climate that is hotting up, so is the race to be seen as the greenest. A growing trend over recent years has seen more and more businesses beginning to tout their eco-friendly credentials. Being green is one thing but being seen to be green is fast becoming a key commercial battle ground.

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Internet image

ASA welcomes announcement on digital remit extension

We welcome the Advertising Association’s announcement recommending the extension of the ASA’s remit in digital media to cover marketing communications on companies' own websites.

ASA conducts a health check of health and beauty ads

The Advertising Standards Authority (ASA) today publishes the results of its ‘Health and Beauty Products and Therapies Advertisements Survey 2009’. It reveals a 95.1% compliance rate with the Advertising Codes.

Spotlight on environmental claims raises standards in ads

The Advertising Standards Authority (ASA) today publishes the findings of its Environmental Claims Survey 2008. The report reveals a high proportion of ads (94%) containing environmental claims were compliant with the advertising codes.

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Log a complaint

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

How to complain

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Adjudications

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

Adjudications

Current vacancy

Communications and Policy Assistant

Read more on how to apply.

Current vacancy

Enquiries

If you have a general query about the work of the ASA, please read our Frequently Asked Questions as you may find your answer in this section instantly.

FAQs

Key facts and figures

Read some of our key facts and figures.

Key facts and figures

Committee of Advertising Practice (CAP)

The advertising rules are written by the advertising industry through two Committees: the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP).

CAP website

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