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ASA rulings

ASA Action

Each year, the UK public sees many millions of ads, direct marketing and sales promotions about products, services, causes and awareness campaigns. The vast majority of ads comply with the advertising rules. The ASA is here to take action against those that don’t.

Each year we consider over 30,000 complaints about around 20,000 ads.



    This section contains all our published rulings. Use our search to find rulings from the past five years.

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  • non compliant online advertisers 

    Non-compliant advertisers

    This page lists information on traders who have continued to make claims on their online sites that do not comply with our Codes, despite repeated requests for changes.

    Details of each non-conforming advertiser will remain in place until their sites have been amended in line with the Code.

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  • Independent review 

    Independent Review

    In certain circumstances, you can request an Independent Review of an ASA Council ruling, including a Council decision not to investigate a complaint further.

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  • non compliant online advertisers 

    Trading Standards referrals

    This page lists advertisers that have been referred to our legal backstop, Trading Standards. The ASA can and will refer cases to Trading Standards when a marketer is unwilling or unable to follow our rules and our self-regulatory sanctions have not brought them into line.

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How to comply with the rules

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

Latest tweets

Make a complaint

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

Press Zone

This section is for journalists only. Here you will be able to access embargoed material, breaking news and briefing papers as well as profile details for the ASA press office.