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Each year, the UK public sees many millions of advertisements, direct marketing and promotions. Although the vast majority comply with the rules set out in the Advertising Codes, if you see something you think isn’t right you can complain to us.

In this section, you’ll find everything you need to know about how to make a complaint to us. You can also find out about the other work we do to keep advertisements legal, decent, honest and truthful.

The ASA recognises the importance of providing a service that is accessible to everyone, including people with disabilities. Please let us know when you first contact us if you have any accessibility needs and we will do our best to accommodate them.

Can’t find what you’re looking for? Visit our FAQs.  Or if you are making a complaint about the ASA read more here and please be aware of our Contact Policy.

  • The complaints process

    Make a complaint

    Find out about our complaints process, in particular the things to think about before you make a complaint and what to expect during the complaints process.

    Read more 

  • What we cover 

    What we cover

    We deal with most types of ads but not all, but if we can’t deal with your complaint ourselves, we will try to help you contact the right body. This section will tell you which types of ads we can look into, and which ones we can’t.

    Read more

  • Monitoring Ads 

    Monitoring ads

    We don’t just wait for complaints to come in; we proactively check the media to make sure the Codes and our rulings are being followed.

    Read more

  • ASA experts 

    Our experts

    We often uses experts and resources from other bodies to help advise us on certain matters relating to ads. This ensures consistency, transparency and clarification on subjects relating to complaints, helping us to reach an informed decision.

    Read more

  • Hot topics - guides for consumers

    Hot topics - Guides for consumers

    We’ve compiled fact sheets and articles about some of the important issues we deal with on behalf of the public and advertisers. Links to "News and Resources" section.

    Read more 

  • Advice for parents 

    Advice for parents

    We take our role protecting children seriously. We know that parents are concerned about what their children might see and sometimes feel powerless to act on their concerns. This section provides an explanation of our work for parents and carers and provides information about what you can do if you’re worried about something a child has seen. 

    Read more

  • Complain about the ASA 

    Make a complaint about the ASA

    We aim to provide advertisers and consumers with a consistently high standard of service. We understand that, on some occasions, you may not be happy with the service you have received and we would like you to tell us why.

    Read more 

  • Contact policy 

    Unacceptable contact policy

    The ASA is committed to providing a fair, consistent and accessible service for all of our customers. However, we have to balance this by providing a safe working environment for our staff to operate within and to ensure that our work is undertaken in an efficient and effective manner.

    Read more 

Dealing with complaints - FAQs

We work hard to ensure our complaints procedures are transparent. Here we answer some commonly asked questions about how we handle complaints.

Hot topics

Find articles about some of the important issues that the ASA deals with on behalf of the public.

Latest tweets

Make a complaint

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

Parents page

Dedicated to parents so that we can work with you, help you, and hear what you think about UK advertising.