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About ASA

The Advertising Standards Authority 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. Our work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.

In this section you can find out how advertising regulation works, who our key people are and information about our performance.

  • The ASA's mission and vision

    Our purpose and strategy

    Our ambition is to make every UK ad a responsible ad. Find out how we intend to achieve that through our five year strategy.

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  • ASA annual report

    Our performance

    Read our latest Annual Report and Annual Statement. You can also find out what standards of service you can expect from us and who to write to if you’re not satisfied with our service.

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  • Working with Others

    Our team

    Find out more about our senior management team and the people who sit on the ASA Council, the jury responsible for deciding if advertisements breach the Advertising Codes.

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  • About regulation 

    About regulation

    UK advertising regulation operates independently of both Government and the industry. This section explains how the system works and what we do.

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  • How we are financed


    The ASA is funded by an arm's-length levy on advertising space, which guarantees our independence.  We receive no money from the taxpayer.  

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  • Key People

    Working with others

    We often work with other regulators and use external experts to help advise us on technical issues. This helps to ensure a consistent and informed approach to our work.

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  • History of ASA

    Our history

    Since 1961, the ASA and CAP have been protecting consumers and promoting responsible advertising. Along the way we have worked hard to respond to changes in society and advertising practice. 

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  • Careers at ASA


    The ASA offers a wide range of roles from regulatory positions to those in business support. We are an equal opportunities employer and offer market competitive salaries and benefits.

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Annual Report archive

Fully searchable pdfs of ASA Annual Reports going back to 1961 are now available.

Latest tweets

Make a complaint

Find out what types of ads we deal with and how to make a complaint.