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Senior Management team

The ASA senior management team is the executive decision-making team responsible for:

  • setting the direction for the organisation
  • overseeing the management of our core responsibilities and; 
  • ensuring the delivery of our objectives in line with our standards of service.

The team is led by Chief Executive, Guy Parker. 

  • Guy Parker

    Chief Executive

    Guy became Chief Executive of the Advertising Standards Authority, the UK regulator of ads in all media, in 2009.  He is responsible for executing the ASA’s strategy to make ads responsible, including through the development of regulatory policy, the provision of CAP advice and training, the investigation of complaints, proactive project work, enforcement activity and the system’s communications, marketing, public affairs and research activities. 

    From 2013 to 2016, Guy chaired the European Advertising Standards Alliance, the single authoritative voice on advertising self-regulation comprising national advertising self-regulatory organisations and organisations representing the advertising and media industries in Europe and beyond.  He remains a Board and Executive Committee member.

    Guy is an Executive Committee member of the International Council for Advertising Standards, a member of the Fundraising Regulator’s Standards Committee, a member of the UK government’s Consumer Protection Partnership Strategic Group, a member of the International Chamber of Commerce’s UK Marketing and Advertising Committee and a Fellow of the Institute of Promotional Marketing.

  • Miles Lockwood

    Director of Complaints and Investigations

    Miles joined the ASA in September 2010 and is responsible for leading the complaints and investigations teams, dealing with over 34,000 complaints per year. He studied History at the University of Nottingham and then obtained two post graduate certifications in Law at Nottingham Law School. Qualifying as a solicitor in 1998, he worked in commercial legal practice and specialised in general litigation and dispute resolution matters. In 2003, Miles joined the Law Society as Customer Services Manager for their consumer complaints handling service, where he led teams of legally qualified caseworkers investigating public complaints against solicitors. Between 2009 and 2010 he held senior management positions at the Law Society itself, where he was responsible for the development of a number of services that have improved complaints handling and compliance standards across the legal profession.

  • Shahriar Coupal

    Director of Advertising Policy and Practice

    Shahriar became ASA Director of Advertising Policy and Practice and Director of CAP and BCAP in July 2009. He joined the ASA from Ofcom in 2005, when the ASA took on responsibility for regulating broadcast advertising. He was previously Manager of the CAP and BCAP Code Policy team where he played a central role coordinating an unprecedented review of the UK Advertising Codes. Shahriar studied Politics at the University of Kent at Canterbury and Economics at Birkbeck. He has worked in the public and private sector.


    Craig Jones

    Director of Communications

    Craig joined the ASA in June 2015 and is responsible for the communications, marketing and public affairs team. He was previously Head of Communications at the UK Cards Association, which represents the credit and debit card businesses of major banks. Craig has also led communications at the Legal Services Board and was speech-writer and adviser to Harriet Harman MP within the Government Equalities Office, where he developed the launch strategy for the Equality Act. In 2005, Craig was called to the Bar of England and Wales.

  • Tom Kelman Director of Corporate Services ASA 

    Tom Kelman

    Director of Corporate Services & Company Secretary

    Tom joined the ASA in November 2015 and oversees the ASA’s Finance, Systems, Building Services, Programme office and HR functions. He is responsible along with other members of SMT for directing the ASA’s sustainability and for ensuring all staff have the toolkit they need to achieve their objectives in order to support the ASA’s objectives. Tom’s background is in directing operational support functions. He has experience working in the professional accountancy services (KPMG) for profit (Gissings) and the not-for-profit sector (AAT; RCP; CFG; IISS). Tom has a BA in Business Studies from RGIT Business School, he qualified as a CA with ICAS in 1986; as an MCT with the ACT in 1989; is an FMAAT with the AAT; and is volunteer Honorary Treasurer to a UK Registered charity CMV Action.

  • Jo Poots

    Head of Operations (Complaints and Investigations)

    Jo became Head of Operations for Complaints and Investigations in December 2013, having previously held a wide range of roles in the organisation. She has oversight of the day to day effectiveness of the teams that assess and investigate complaints and plays a leading role in the wider corporate activities of the ASA management team. Jo had a Business and Marketing degree from the University of Ulster.

  • Jane Eldridge

    Head of Casework

    Jane became Head of Casework in January 2014, having held a number of positions within the ASA. She is responsible for maintaining quality and consistency of regulatory decision-making across the ASA and CAP and leads a cross-organisational team who advise on technical aspects of casework. Jane’s background is in education and research, where she contributed to qualitative research projects in the areas of food, education, social services and media. Jane has a PhD in Media and Communications from Goldsmiths’ College, University of London.

Annual Report archive

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

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Make a complaint

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