Regulating ads across all UK media? Oooh yes! 

Following a successful pilot launch in Scotland, we're now rolling out a full national campaign across England, Scotland, Wales and Northern Ireland. 

The campaign incorporates and plays with the straplines and slogans of a few household brands. We're aiming to rebuild public trust in advertising by reassuring people that we're here to keep all UK ads legal, decent, honest, and truthful - regardless of what media you see those ads in.

We’re also grateful to the household brands who have let us borrow their famous advertising slogans and have some fun – not something a regulator is often associated with. That their taglines resonate so strongly with the public is testament to the power of advertising to inform and entertain. We hope it will help our own campaign be memorable and to enter the public consciousness, if only to reassure them that the ASA is here if they believe an ad is misleading, harmful or offensive. So a big thank you to Churchill, IRN-BRU, Lloyds Bank, Marmite and Tesco for their contributions.


Read more about our latest campaign in our October 2022 news story.


Our Previous Campaigns

Ad campaign to inform policy makers of our existing regulation

Building on the success of our consumer campaign pilot (more on that below), we recognised another key audience was opinion formers and worked with Leith on a distinct creative, aimed at those who are involved in either setting, or influencing policy.

The aim of the campaign is to increase opinion formers’ confidence and trust in the ASA system by making them aware of the existence and scope of the Ad Codes, focussing on areas of advertising that come under greater scrutiny from politicians and policy makers (among others). The creative is copy-led and visually very different to our consumer campaign, with a different execution for each topic: climate change; influencer advertising; HFSS; gambling; and alcohol.

The campaign, carefully planned by Mediacom centres around donated space from targeted press titles. We were delighted to launch the campaign in June, ahead of the UK-wide roll out of the consumer campaign later in the summer.

You can also download copies in PDF with the link below:

Examples from our policy makers campaign


Our Pilot consumer campaign in Scotland

We were delighted to launch our new multi-media ad campaign in Scotland in September 2020, to help raise awareness that the ASA regulates ads across all media, including online. We’re grateful to Leith Agency and Mediacom Scotland who worked tirelessly on a pro bono basis on the creative development and planning/buying. Our thanks too to the media owners who generously donated media space, and to the brands who bought into the whole concept! The pilot was a success, and we look forward to rolling the campaign out UK-wide soon.

To help raise awareness that the ASA regulates ads across all media, including online, here are some examples of the ads we ran:



On YouTube

As a not for profit regulator, our advertising campaign relies on donated space. If you would be able to support the campaign with additional media space we'd be very grateful. Please get in touch with our Communications and Marketing Manager.

On the radio

Version one

Version two

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Download our latest ad in various sizes below. We're able to resize any of our ads to whatever dimensions you require, so please get in touch with the sizes that you need.

Print versions

We also have new ads to run in print. See them here in the gallery, with download links below. The download links are to 25x4 PDF versions, please contact us if you need them in other sizes or formats.


Campaign ended 3 September 2017:

Just told your colleagues that you had "the most amazing weather on your holiday"? (it rained everyday….) or have you told your friends you're "just resting up after a 10k run"?  (ok…it was 5k and you walked for part of it). While we all might ‘bend the facts’ every now and then, advertisers are not allowed to.

For over 50 years the ASA has been regulating ads to make sure they’re legal, decent, honest and truthful.  We administer the UK Advertising Codes to protect consumers from misleading, harmful or offensive advertisements. So if an advertiser tries to bend the facts: we’re here to put it right.

To help raise awareness of the ASA amongst the general public, we have been running our own advertising campaign. Take a look…

Posters and press ads


TV and cinema ads

Industry support

This campaign has been the product of generous support from industry. 

The ad agency AMV BBDO has worked with us on a pro bono basis to produce the campaign and we have gained pro bono support from Mindshare to review our reach and frequency measures.

The campaign has been, and continues to appear in advertising space generously donated by media owners. 

If you can donate media space, or would like more information, please complete the form below: