The Advertising Standards Authority is the independent body set up by the advertising industry to police the rules laid down in the advertising codes. The strength of the self-regulatory system lies in both the independence of the ASA and the support and commitment of the advertising industry, through the Committee of Advertising Practice (CAP), to the standards of the codes, protecting consumers and creating a level playing field for advertisers

Below you can find information that will further explain the work of the ASA and the self-regulatory system.

A short guide to what we do

A one page, two minute introduction to the ASA.

Advertising Under Control

Find out how the UK’s system of advertising regulation is set up and funded and how the ASA works to protect consumers by ensuring that the standards of advertisements is kept high, whether a complaint is made or not.

Mission, Vision and Values

The ASA's mission is to apply the advertising codes and uphold standards in all media by being a customer focussed, best practice regulator, where expertise is valued and shared. This section outlines our mission, vision and values in full.

Our Standards of Service

Here you can find out what you can expect from us when we receive a complaint by reading the standards that we have set ourselves

ASA Council Members

The ASA Council is responsible for deciding if advertisements meet the requirements of the advertising standards codes.

Guided Tours: Consumers, Advertisers, Schools and Colleges, New Media

Our guided tours tailor the wealth of information on our site to suit your particular needs, whether you are a consumer or an advertiser, if you are interested in new media or if you are studying or teaching advertising or marketing.

Ad regulation in Europe

The UK’s Advertising Standards Authority was a founder member of the European Advertising Standards Alliance, a body that brings together national advertising selfregulatory organisations and organisations representing the advertising industry in Europe. Here you can find out how the EASA promotes effective self-regulation in Europe and beyond and co-ordinates complaints that cross national borders.

Publications and Responses

The ASA’s Policy team liaises with Government, Westminster, and key opinionformers and influencers to maintain two-way communications on policy matters. ASA responses to consultations and other pubications

History of ad regulation

The ASA began work in 1962 and this microsite from our 40th Anniversary in 2002 looks back at how the role and remit of the ASA has developed over the years. The site uses 40 ads from the 40 years to illustrate the changes in taste and decency, new media and other prominent issues.