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Keeping ads responsible
We've launched a press ad campaign, bringing together five ‘hot topics’ and examples of intervention the ASA system has made to keep UK ads responsible.
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Climate change and the environment
To coincide with World Environment Day, we offered an extensive update on the work we're doing to help with the climate crisis.
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Annual Report 2021
Highlighting the innovative and world-leading ways in which we have harnessed technology, in line with our strategy, to tackle misleading and irresponsible ads online. See, for the first time, complaints and case statistics broken down for each of the nations of the UK.
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Our Intermediary and Platform Principles pilot
had officially started. The pilot extends the ASA’s role online and explores bringing more accountability and transparency to our regulation of paid online ads.
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Announcing tougher standards for gambling ads
From 1 October we'll be bringing in tough new rules to limit the appeal of gambling ads to children and young people.
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Report a Scam Ad
We have a Scam Ad Alert system to better protect consumers, as well as an ad reporting tool to help us act quickly. If you've seen an online scam ad, let us know.
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Who we are and what we do
The Advertising Standards Authority (ASA) is the UK’s independent regulator of advertising across all media. We apply the Advertising Codes, which are written by the Committees of Advertising Practice (CAP). Learn more
Latest rulings
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Relx (UK) Ltd
- Upheld
- Social media (influencer or affiliate ad)
- 29 Jun 2022
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WaterWipes UC
- Upheld
- Social media (paid ad)
- 29 Jun 2022
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Wild Drinks Group Ltd t/a Whisp Drinks
- Upheld
- Social media (influencer or affiliate ad)
- 29 Jun 2022
Latest news
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Children's Recognition of Online Ads
- CAP News
- 23 June 2022
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Enforcement Update – Debt Management Ads
- CAP News
- 23 June 2022
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Eyes down for compliant advertising! Bingo ads and the Advertising Codes
- CAP News
- 23 June 2022

Popular advice & resources
Having an ad banned by the ASA can be costly. At CAP we want you to produce successful campaigns that also follow the rules. That’s why we offer a wide range of advice services to support you:
Latest advice
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Alcohol: Unwise locations and activities
- Advice online
- 29 Jun 2022
Want to make sure your ads are right first time? Get helpful advice and tips by signing up to our newsletter.