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  • Avoiding the politics of political advertising

    As the 2015 General Election approaches, we’re reminding everyone why we can’t look into complaints about political ads - they’re not subject to the Advertising Code.

    Find out more

  • Keeping payday loan ads in check

    Payday loan advertising has attracted concern across society. That’s why the ASA has been working with other regulators, consumer bodies and industry to drive up standards in the sector.

    Read more

  • Making ads responsible

    We've recently published a new guide to the ASA and CAP, which provides an overview of our structure and how we regulate UK ads.

    Download the guide

  • Introducing our new strategy

    The Advertising Standards Authority (ASA) is the UK’s independent regulator of advertising across all media. We've recently launched a new five year strategy consisting of five strands: Understanding, Support, Impact, Proactive and Awareness.

    Find out more about our new five year strategy

Latest rulings

Latest Adjudications
    • Firstkind Ltd t/a firefly

      A website for sports accessories,, included text on the home page which...

    • Maksim Ltd

      A clothing collection bag distributed to households. On one side was a Union Flag with the text...

    • MoneyExpert Ltd t/a Mighty Deals

      A promotion for a Bluetooth shower speaker on a daily deals website,,...

    • Northumbria Police

      A poster, seen on the Tyne and Wear Metro, featured photos of a number of women's faces and text...

    • PV-OFF Ltd

      a. A website for a supplier of a fire retardant spray for Photovoltaic (PV) solar panels included...

    • The Claims Guys Ltd

      Two sponsored ads, for a claims management company, which appeared in recipients' 'Newsfeeds' on...

    • Unilever UK Ltd

      A TV ad for Dove soap showed test paper being applied to four different bars of soap. It included...

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Non-compliant online advertisers

Check the list of online advertisers who remain in breach of our rulings.