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2,226 ads were changed or withdrawn in 2010 as a result of our action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

7 Continents Travel Ltd

A website for an online travel agency, viewed on 1 December 2011, stated "SPECIAL OFFERS FOR...

ACTIS Insulation Ltd

A brochure, for TRISO-SUPER 10 multifoil insulation for roofs and attics, stated "......

Baker Coop

A job listing on a recruitment website, viewed on 16 October 2011, was headlined "Trainee...

Bartrop & Dilks Property Services Ltd

Two circular ads and a website ad:a. A circular for an estate agent, seen on 8 December, stated...

Blue Carbon Ltd

A website ad on www.bluecarbon.com, seen on 5 May 2011, promoted energy saving technology. Text...

BMV Property Direct Ltd

An e-mail, delivered on 6 September 2011, had the subject line, "Hands Free Investment No...

Channel 5 Broadcasting Ltd

A poster for a TV programme, on a roadside billboard, viewed in November 2011, featured a picture...

CSJ Ltd

A claim on an online auction website seen during November 2011, "3.42A for Assus X58L X80LE...

DARH Ltd

A text message from a claims management company, received on 18 October 2011, stated...

David Lloyd Leisure Ltd

A press ad, for a gym, stated "WE'RE FREE UNTIL 2012. Join David Lloyd Leisure today and...

DM Digital Television Ltd

A TV ad in Urdu, for Islamic "Taweez" lockets, stated "DM Digital Global Network...

Guardian Land Ltd

Claims on a website, for a product designed to aid the resting process of roasted meats, viewed...

Herbs In A Bottle Ltd

An e-mail for a supplier of herbal products was headed "HERBS in a BOTTLE".  The e-mail...

Isiris Racing Services

A press ad, in the Racing Post for a betting tipster service, seen on 15 November 2011, stated...

Kellogg Marketing and Sales Company (UK) Ltd

An online game, seen on Facebook on 31 October 2011, promoted Krave cereal. The game featured a...

Lincolnshire Motorcycles Ltd

An ad for a used motorcycle, visited on 1 August, on the website...

L'Oréal (UK) Ltd t/a Maybelline

A TV ad for mascara seen on 10 October 2011, featured a voice-over that stated, "... The...

Marks and Spencer plc

A moving digital poster ad, seen in London underground stations in October 2011, featured black...

Mems DIY Ltd

A poster ad, for a DIY store, was viewed on 7 November 2011.  It included the text "Mems,...

MSG Elite Marketing Ltd

Twenty online ads for job vacancies, that appeared on an internet jobs website. In each case the...

Optimax Laser Eye Clinics

Two direct mailings from an optician to a member of the public sent in June 2011:a. An e-mail,...

Reckitt Benckiser Healthcare (UK) Ltd

A voice-over in a TV ad for Scholl Orthaheel shoe inserts, seen on 11 May 2011, stated "Pain...

Regent's College School of Psychotherapy and Counselling Ltd

a. A regional press ad that appeared on 16 August 2011 was headlined "DEVELOP THE SKILLS...

Royal Bank of Scotland Group plc

Two TV ads for Natwest and The Royal Bank of Scotland (RBS), in June 2011:a. The first ad, for...

Royal Liverpool Philharmonic Society

A music organisation's website, viewed on 20 October 2011, stated "The award-winning Royal...

Ryanair Ltd

Two press ads for Ryanair Ltd.a. The first ad, published in The Guardian, showed a woman in a bra...

Solarking UK

A radio ad, for a supplier of solar photovoltaic systems, aired on 28 September 2011, featured a...

Superglide Wardrobes

A website for a wardrobe manufacturer, seen on 6 December, stated "2 Oak framed doors and...

The Hut.com Ltd t/a IWantOneOfThose.com

A magazine ad, published in the Radio Times (24–30 September edition), featured a sales promotion...

Toyota (GB) PLC

A national press ad for the Lexus RX450h, which appeared on 17 August 2011, stated "THINK OF...

US Euro Link plc t/a Jean Patrique

A promotional e-mail, received on 5 September 2011, for a cheese knife set. The subject heading...

Virgin Media Ltd

Three national press ads, for a set-top box, appeared in July 2011:a. The first ad was headlined...

Watches2U International Ltd

Claims on watches2u.com website, for a company selling watches, viewed in October 2011, stated...

WNB Ltd t/a Wood & Beyond

Claims on woodandbeyond.com, for a wood flooring retailer, viewed on 23 August 2011, stated...

YBS Insulation Ltd

A magazine ad for SuperQuilt, published in January 2011, stated "SuperQuilt the highest...

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)

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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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