Control of Political Advertising

21 February 2005

The ASA Director General, Christopher Graham, has written to leaders of political parties in the UK to outline the policy that the ASA will be adopting towards political advertising in the run up to the general election.  ASA policy in this area applies to non-broadcast advertising only: political advertising is prohibited on television and radio.

Any non-broadcast advertisement or direct marketing communication whose principal function is to influence voters is exempt from the non-broadcast advertising code (the CAP Code) administered by the ASA.  This exemption, which is detailed in clause 12.1 of the CAP Code, came into force in 2000 when the Code was revised following the 1997 general election.

The exemption exists because political parties are occasional advertisers and have never signed up to the CAP Code.  In particular, the parties have never agreed to be judged against the CAP Code's requirement that marketers should hold documentary evidence to prove all claims capable of objective substantiation.  More information about the exemption can be found in the ASA's Submission to the Electoral Commission Political Advertising Consultation (October 2003).

To date this year, the ASA has received nearly 40 complaints from the public about political advertising.  In his letter, Christopher Graham reminded the parties that any complaints received about election ads between now and polling day will not be pursued by the ASA.  After the election, the ASA will provide each party with a summary of any complaints received about their advertisements.

Members of the public wishing to complain about political advertising should lodge their objections directly with the advertiser concerned.