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Good regulation

Our commitment to good regulation

It’s important that those we regulate understand what standards they can expect from us as a regulator.

Together, the ASA and CAP are committed to regulating in a way that is transparent, proportionate, targeted, evidence-based, consistent and accountable.  

In Our Commitment to Good Regulation we have set out six commitments – modelled on the Regulators’ Code - and some of the practical ways in which we make these commitments a reality through our day-to-day work.

Like the Regulators’ Code, our commitments do not detract from our core purpose to ensure that all UK ads are responsible.  It remains important for us to continue to strike the right balance between those we regulate and those we protect. 

Our six commitments are:

1. We’ll keep regulatory burdens to a minimum
2. We’ll engage with you
3. We’ll be targeted
4. We’ll share information
5. We’ll provide advice and training support
6. We’ll be transparent 

You can read Our Commitment to Good Regulation in full here.


Consistency is a principle of good regulation; it helps to create clarity which leads to good practice amongst businesses. That’s why we strive to ensure that the rulings reached by the ASA and the advertising standards set by CAP and have proper regard to consistency. 

We believe that consistency is best achieved through open communication with businesses, consumers and other regulators to create a shared sense of understanding of what rules and standards mean. We do this by being transparent in our decision making and by providing effective channels of communication to inform the regulatory decisions we take. 

If you’re concerned that we’re being inconsistent in our regulation and neither the CAP consultation process nor the ASA complaints handling process are the appropriate means of registering your concern, you can make your voice heard here: 

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In particular, we want to hear from businesses who feel that the requirements we place on them conflict with other legal or regulatory restrictions, or if our advice differs from the advice given by another regulatory body. 

Your email will be acknowledged within five working days. If we agree that you’ve identified a valid point of inconsistency we’ll make it our priority to tackle it.

How to comply with the rules

For advice and training on the Advertising Codes please visit the CAP website..

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Non-compliant online advertisers

Check the list of online advertisers who remain in breach of our rulings.