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2,226 ads were changed or withdrawn in 2010 as a result of our action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

Approach Direct Ltd

Twenty online web ads for job vacancies with Approach Direct Ltd seen on the Total Jobs website...

ASDA Stores Ltd

A national press ad for a supermarket, seen on 1 July 2011, read "Take the ASDA Price...

Bacardi-Martini Ltd

An online prize promotion by Bacardi Oakheart, seen on 19 October 2011, was featured as the...

Church & Dwight UK Ltd

Claims on the firstresponsefertility.com website, viewed in October 2011, included text on pack...

Comet Group plc

A TV ad, for an electronics retailer, seen on 23 October 2011 included discounted products. The...

Cory Environmental Management Ltd t/a Cory Wheelabrator Consortium

Two ads for a proposed Energy from Waste plant in Norfolk that were seen by complainants between...

Electronic Arts Ltd

A TV ad, for a console game, included an animated character that had a human body and a dog's...

Euroferries Ltd

A website, for a ferry operator, stated "Book with Euroferries.co.uk for a fast ferry to...

High Street TV Ltd

A voice-over for a teleshopping infomercial, on High Street TV Ltd, stated "Some...

Howard Bult

A page on a website for a complementary therapy, on 31 May 2011, was headlined "Howard Bult...

kgb (UK) Ltd

A sales promotion, on a daily deal website, stated "One-hour teeth whitening £49 value £250...

Kingstown Associates Ltd t/a Healthy Living Direct

A direct mailing from a catalogue company, received in November 2011, was sent in a manila...

Mobile Phone Xchange Ltd

Claims on a website for a company offering money for mobile phones, mobilephoneexchange.co.uk,...

Peter Vardy Ltd

Three press ads, a radio ad and the advertiser's website, for Peter Vardy car dealerships:a. A...

Postgoldforcash Ltd

A direct mailing from a cash for gold company. The envelope stated "Priority Post" and...

Robert Dyas Holdings Ltd

An ad for a kettle in the Robert Dyas catalogue, seen in September 2011, stated "Russell...

Shaka Zulu

Claims on two companies' Facebook pages, to promote an appearance by the singer Bruno Mars on 8...

Total UK Ltd

A leaflet for Total Excellium fuel which was obtained from a petrol station forecourt on 4 April...

Umbro International Ltd

An ad on the back of an information booklet for football clubs & referees, supplied by...

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.

Latest newsLatest News RSS

ParentPort logo

How parents control children's access to adult media

A new online survey reveals that 40% of parents allow their children to watch a film classified above their age at home.

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.

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)

Current vacancies

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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