Introducing our 2025 national ad campaign

Now in its fourth year, our UK-wide campaign continues through summer 2025. With bold creative from our friends at Leith appearing across digital channels, billboards, print, cinema, radio, podcasts and TV, the campaign helps people understand who we are and what we do.

Once again, we’re teaming up with some of the UK’s most recognisable brands, including Lloyds Bank, Marmite, Tesco, Churchill and Compare the Market, to get the word out. A huge thank you to our brand partners for lending their iconic slogans and support to the campaign. 

The combination of powerful taglines and the reassuring message that the UK has a regulator to keep ads legal, decent, honest and truthful has proved successful in past phases – and we’re excited to see the difference this new burst can make.

Read more about the latest campaign launch.

  • ASA and Tesco national ad campaign image

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  • ASA and Churchill national ad campaign image

    2 of 5 Image Gallery - ASA and Churchill national ad campaign image

  • ASA and Lloyds national campaign image

    3 of 5 Image Gallery - ASA and Lloyds national campaign image

  • ASA and Marmite national campaign image

    4 of 5 Image Gallery - ASA and Marmite national campaign image

  • ASA and Compare the Market national ad campaign image

    5 of 5 Image Gallery - ASA and Compare the Market national ad campaign image

 

A campaign tailored for policymakers and opinion formers

Building on the success of our consumer campaign pilot, we recognised the importance of reaching another key audience: opinion formers. Working with Leith, we developed a distinct creative approach aimed at those involved in shaping or influencing policy.

The goal was to strengthen trust and confidence in the ASA system by increasing awareness of the Ad Codes – particularly in areas of advertising that attract heightened scrutiny from policymakers and politicians. The campaign was copy-led and visually distinct from our consumer-facing work, with tailored executions covering climate change, influencer advertising, HFSS, gambling and alcohol.

Planned by Mediacom and centred around donated space in targeted press titles, the campaign launched in June 2022. 

  • Enough to write a book on them

    1 of 4 Image Gallery - Enough to write a book on them

  • Problem drinking is our problem too

    2 of 4 Image Gallery - Problem drinking is our problem too

  • We've already written a climate change agreement

    3 of 4 Image Gallery - We've already written a climate change agreement

  • Tackling negative body image requires experts

    4 of 4 Image Gallery - Tackling negative body image requires experts

 

A pilot consumer campaign in Scotland

We launched our new multimedia ad campaign in Scotland in September 2020 to raise awareness that the ASA regulates ads across all media, including online. 

We were incredibly grateful to the Leith Agency and Mediacom Scotland, who worked pro bono on the creative development and media planning and buying. Thanks also went to the media owners who generously donated space – and to the brands who embraced the concept from the start.

The pilot was a success and laid the groundwork for our future UK-wide rollouts.