About ASA
Advertising plays an essential role in today’s world. It informs, entertains and promotes healthy competition.
Our aim at the ASA is to ensure that consumers do not just enjoy the ads they see, but they can trust them too.
We build that trust by enforcing the Advertising Codes written by the Committee of Advertising Practice and acting swiftly when marketing communications break the rules.
Every week, the ASA’s decisions send out clear signals about what is and is not acceptable in advertising across a wide range of sectors. As a result of our work - and the UK industry’s commitment to advertising responsibly - the vast majority of ads that we see are legal, decent, honest and truthful.
The ASA is the UK’s independent watchdog committed to maintaining high standards in advertising for the benefit of consumers, advertisers and society at large. Visit this section for an introduction to the ASA, our remit, history and meet our senior team members.
The ASA Council is the jury that decides if advertisements breach the Advertising Codes. Led by the ASA Chairman, Lord Smith of Finsbury, the Council is made up of two panels – broadcast and non-broadcast – with some members sitting on both. This section offers short biographies for each Council member.
In exceptional circumstances, complainants, advertisers or broadcasters can request an independent review of an adjudication, including a Council decision not to investigate a complaint. The Independent Reviewer of ASA adjudications is Sir Hayden Phillips. Visit this section for more information.
The ASA's mission is to apply the advertising codes and uphold standards in all media on behalf of consumers, business and society at large. Our procedures are transparent and open to scrutiny and we work to published standards of service. Visit this section to read about our mission and values and our standards of services, including latest quarterly performance figures.
The section offers the latest Annual Report summarising our work and you can also download copies of our past Annual Reports and Annual Statements.
The ASA is guided by the principles of transparent, proportionate and targeted regulation. Our procedures are transparent and open to scrutiny and we work to published standards of service. We are funded by advertisers through a levy on advertising spend. Read more about how we are funded and who you can write to if you are not satisfied with the way ASA has dealt with you.
The ASA is an equal opportunity employer. We offer market competitive salaries and benefits. We are committed to supporting individual career development and all vacancies are advertised internally. Read more on how to apply.