-
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.
Find out more -
Keeping children safe
We regularly monitor and report on children's exposure to age-restricted TV ads. Our latest report shows a significant decline in the number of gambling and alcohol ads young people are seeing on TV.
Find out more -
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.
Read more -
ASA pilot to enhance online transparency
In a world first, the ASA and some of the largest companies in the digital advertising supply chain are announcing a Pilot extending the ASA’s role online.
Find out more -
Our next training event ...
will be an Advice:Weekly event. We'll be hosting four sessions to cover the key areas of the UK's advertising codes.
Book now -
CAP Bitesize
Want to learn the ad rules around price promotions, or competitions and give-aways, in easily digestible chunks? Check out our CAP Bitesize series to get you started!
Watch now -
ASA x TikTok
Find out about our exciting new work with creators on TikTok. We're rolling out 9 new videos to help people learn the ad rules - by creators, for creators.
Learn more -
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.
Find out more -
Subscribe to our newsletters
Keep up to date with our work, plus receive guidance, tips and training alerts
sign up now
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
-
Liquid Lipo Ltd
- Upheld
- Website (own site)
- 18 May 2022
-
CheaperWaste Ltd
- Upheld
- Internet (website content)
- 18 May 2022
-
Get Hard Ltd
- Upheld
- Poster
- 18 May 2022
Latest news
-
Rebalancing toward proactive ad regulation for the digital era
- ASA and CAP News
- 19 May 2022
-
Come on Down! Making Sure the Price is Right with your Price Comparison Advertising
- CAP News
- 19 May 2022
-
Live facial recognition: new technology, same rules
- CAP News
- 19 May 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
-
Types of claims: Superlative
- Advice online
- 18 May 2022
Want to make sure your ads are right first time? Get helpful advice and tips by signing up to our newsletter.