Process Review
The Advertising Standards Authority (ASA) has announced that it will be undertaking a review of its processes, starting in Autumn 2009.
The ASA is the UK self-regulatory body responsible for administering the rules laid down in the Advertising Codes. The Codes seek to achieve high standards in advertising, protect consumers and create a level playing field for advertisers.
As a regulator, it is important that we carry out our duties efficiently and effectively, while meeting the expectations of all interested parties to the ASA – particularly consumers and the advertising industry.
Why are we carrying out a process review?
In November 2004, Ofcom contracted-out day-to-day responsibility for TV and radio advertising to the advertising self-regulatory system. This created, for the first time, a single regulator for advertising: the ASA ‘one-stop shop’.
The launch of the one-stop shop has been successful. Levels of customer satisfaction have been good and advertising standards have remained high across all media.
Five years on from merging the regulation of broadcast and non-broadcast advertising, now is a good time to take a step back to have a good look at how we do things.
What will be included in the review?
This review will be focussed on our processes. The functions that we deliver as a regulator will not alter: however the way we deliver those functions will be reassessed.
The review will focus on how our core operations function, particularly those relating to the:
- handling and investigation of complaints from the public and competitors
- proactive monitoring of advertisements
- enforcement of ASA decisions to ensure compliance
- provision of pre-publication advice and guidance by the Copy Advice team.
The review will not look at the content of the Advertising Codes. This is because the Advertising Codes are separately written and maintained by two industry bodies – the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). CAP and BCAP are currently undertaking a full review of the Advertising Codes.
How will the review be delivered?
The ASA is working with external consultants to deliver the project. It is seeking out the views of interested parties – both internally and externally.
What is the timescale of the project?
The project work got underway in October 2009.
We will publish The ASA’s Final Response to the Process Review later in 2011. It will outline in full the changes we are introducing, which we expect to have a lasting effect on our work to keep advertising legal, decent, honest and truthful.
Relevant documents
Our standards of service
ASA complaints procedures:
Broadcast
Non-broadcast
European Advertising Standards Alliance (EASA) Standards for advertising self-regulation across Europe:
About the EASA Advertising Self Regulatory Charter
EASA’s Statement of Common Principles
EASA’s Best Practice Self-Regulatory Model
Reports on the Process Review:
ASA's Final Response to the Process Review (September 2011)
ASA Supplement to the Update on the Process Review (March 2011)
ASA's Update on the Process Review (December 2010)
ASA's Preliminary Response to the Process Review (June 2010)