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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“2,475 ads changed or withdrawn”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

Against Wind Farm at Low Spinney

A circular, in opposition to a proposed wind farm development, was entitled "Campaign Update-...

British Gas Services Ltd

A TV ad promoted boiler maintenance insurance. The voice-over stated “No one likes having to fork...

Celabolin Europe

A mailing for tablets and cream was headed "Arthritis may not kill you, but it can take your life...

Channel 5 Broadcasting Ltd t/a Five

A TV ad for whisky on sale at Morrisons featured Alan Hansen walking his shopping trolley in a...

Department of Energy and Climate Change

a. A TV ad for the Government's "Act On CO2" campaign showed a young girl being read a...

E.ON Energy Ltd

A national press ad, for E.ON energy, was headed “On wrapping up the deal” and included an...

E.ON Energy Ltd

A radio ad for an energy company was in the style of a school lesson. The teacher asked “The...

Geox SpA

A TV ad, for Geox shoes, depicted children dancing with steam coming out of the soles of their...

Ideal Shopping Direct plc t/a Ideal world

A one-hour ad on a teleshopping channel advertised Calortec ceramic heaters. It was hosted by a...

Johnston Press plc t/a HalifaxJobsToday

A local press ad, for an employment website, stated “halifaxjobstoday.co.uk Launch of new Halifax...

The Dorset Magazine Ltd t/a Dorset Life

A front-page flash, on Dorset Life magazine, stated "The best-read county magazine in Dorset".

Tombola (Alderney) Ltd

A TV ad, for a bingo website, showed a white man wearing a dinner suit and a black man in a...

William Hill Organisation Ltd

a. One ad, in the Racing Post, was headed “William HILL Best Prices FACT” and listed the odds for...

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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.

Read more

Latest newsLatest News RSS

New UK Advertising Codes

New Advertising Codes launched

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) today launch new UK Advertising Codes, following a comprehensive review and a full public consultation.

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.

Read more

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

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

Copyright © 2009 ASA