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ASA publishes new environmental research
We've published new research looking at people's understanding of key green disposal claims in ads, like 'recyclable' and 'biodegradable'.
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Regulating UK ads in all media? Oh yes!
The next phase of our UK-wide awareness campaign is now live, letting people know that we're here to regulate ads across all UK media, wherever you see them.
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Update to CAP and BCAP guidance...
on misleading environmental claims and social responsibility. We've added to our guidance to incorporate recent rulings and help businesses get to grips with what to avoid when talking about their 'green' work.
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Climate change and the environment
The ASA has a long track record in tackling problematic environmental claims, take a look at our work so far.
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CAP Bitesize!
Our latest CAP Bitesize series helps businesses get to grips with advertising non-surgical cosmetic interventions, such as dermal fillers, teeth whitening treatments, laser or light treatments, and more.
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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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Imiracle (HK) Ltd t/a ELFBAR
- Upheld
- Poster, Digital outdoor
- 29 Nov 2023
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Play&Date Entertainment Zone
- Upheld
- App (paid ad)
- 29 Nov 2023
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Procter & Gamble UK t/a Always
- Upheld
- Television
- 29 Nov 2023
Latest news
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AI-Assisted, Collective Ad Regulation - our new strategy
- ASA News
- 28 November 2023
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Green disposal claims in advertising
- ASA News
- 28 November 2023
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Updated environmental guidance: green disposal claims
- CAP News
- 28 November 2023

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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Gambling, betting and gaming: Online casinos
- Advice online
- 15 Nov 2023
Want to make sure your ads are right first time? Get helpful advice and tips by signing up to our newsletter.