The ASA Council is the jury that decides whether advertisements have broken the advertising rules. Those ads that break the rules have to be withdrawn or changed.

Led by ASA Chairman, David Currie, two-thirds of the 13-strong Council are independent of industry and the remaining members have a recent or current knowledge of the advertising or media sectors. Members are appointed through an open recruitment process, with all positions advertised. 

Collectively, the members offer a wide range of skills and experiences, representing the perspectives of a wide cross section of society, including young people, families, charities and consumer groups.

While it would not be appropriate to publish details of deliberations, the parties to a complaint are made aware of the collective decision of Council, along with detailed reasoning. This information is also made publicly available in our detailed weekly rulings. 

The ASA Council also operates as the Board of the ASA.

ASA Council members

  • David Currie

    David Currie

    ASA Chairman

    David Currie is an economist who has enjoyed a career spanning academia, business, government and the voluntary sector. He was a professor in the University of London, Deputy Dean at London Business School and Dean of Cass Business School. He is among the UK’s most experienced regulators, having been the founding Chair of Ofcom and more recently the Competition and Markets Authority, and has recently taken the chair at the Advertising Standards Authority. He sits as Lord Currie of Marylebone on the cross benches in the House of Lords.

  • Suzanne McCarthy

    Suzanne McCarthy

    Independent member

    Suzanne is Chairman of Depaul UK, the Joint Audit Panel of the Mayor’s Office of Policing and Crime and the Metropolitan Police Service and the Fire Standards Board and Deputy Chairman of the Valuation Tribunal Service.

    She is a member of the Fundraising Regulator and chairs its Standards Committee, the Gangmasters and Labour Abuse Authority and the Board of the Academy of Medical Royal Colleges. She is also the Independent Appointed Person for the Greater London Authority.

  • Shireen Peermohamed

    Shireen Peermohamed

    Independent member

    Shireen is a solicitor with over 25 years’ experience. She specialises in intellectual property law and is a partner in the firm of Harbottle & Lewis LLP.

    Shireen is a CEDR trained mediator and has served on the International Trade Mark Association’s Panel of Neutrals as well as its Enforcement Committee. She has also been appointed by the Court to act as an independent supervising solicitor on a number of occasions.

  • Kate Bee

    Kate Bee

    Independent member

    Kate is a multi-platform journalist. She’s currently a broadcast journalist with BBC Breakfast and BBC Radio 5 Live.

    She has previously worked as a journalist in local radio at BBC Oxford and BBC Radio Lincolnshire.

  • Sam Younger, CBE

    Sam Younger, CBE

    Independent member

    Sam is currently Chair of CILEx Regulation, Chair of Voluntary Service Overseas and was until 2014 Chief Executive of the Charity Commission for England and Wales.

    He also held the position as Chair of the Electoral Commission and Interim CEO of Shelter. He’s also been Managing Director at BBC World Service and Director General at the British Red Cross. He’s previously been an Independent Member of the Standards Committee for the Greater London Authority and Chair of the Quality Assurance Agency for Higher Education.

  • Wesley Henderson

    Wesley Henderson

    Independent member

    Wesley is a retired Director of the Consumer Council for Northern Ireland.  

    He is Education Team Leader Northern Ireland and an Education Speaker for Cats Protection (the UK animal charity). He was previously an Independent Assessor with the Commissioner for Public Appointments for Northern Ireland and served as a Lay Representative for the Northern Ireland Medical and Dental Training Agency. He was also previously a Public Director with the Lagan Canal Trust and a Member of Mutual Energy.

  • Neil Stevenson

    Neil Stevenson

    Independent member

    Neil Stevenson is the Chief Executive of the Scottish Legal Complaints Commission. 

    His past experience includes 11 years at the Law Society of Scotland and being a founder Director of the Scottish Arbitration Centre. He has a keen interest in equality, and for five years was a member of the advisory group on diversity to the Judicial Appointments Board for Scotland. 

  • Reg Bailey

    Reg Bailey

    Advertising industry background member

    Reg is a member of the British Board of Film Classification Consultative Council and a Non-Executive Director of the Children’s Media Foundation.

    He is also a member of the expert panel of the Advertising Association’s Media Smart project. Reg worked for thirty years in fast moving consumer goods marketing, on brands ranging from Homepride to Danish Bacon via Del Monte. As former Chief Executive of Mothers’ Union, Reg was appointed by the government in 2011 to review the commercialisation and sexualisation of childhood. His recommendations, including around parental controls for internet enabled devices and advertising in the public space, were all accepted by government and, on the latter point, prompted a direct response by the ASA. He was appointed CBE in 2013 for services to children and families.

  • Tracey Follows

    Tracey Follows

    Advertising industry background member

    Tracey is Chief Strategy and Innovation Officer at The Future Laboratory.

    She has 20 years’ experience in advertising; agency side at Cogent, McCanns, Lowe and VCCP, rising to CSO at J Walter Thompson; and client side as International Advertising Manager at T-Mobile and Head of Consumer Communications at BT. 

  • Tess Alps

    Tess Alps

    Broadcast industry background member

    Tess Alps is the Chair of Thinkbox and was its first CEO. 

    She is a Fellow of the Royal Television Society, a member of BAFTA and currently sits on the corporate board of The Royal Academy of Arts. Her advertising background includes ITV companies Television South-West, Yorkshire TV and Tyne-Tees TV and thirteen years as a director of PHD Media, latterly as Chair.

  • Aaqil Ahmed

    Aaqil Ahmed

    Independent Member

    Aaqil Ahmed is the former Head of Religion and Ethics at both the BBC and Channel 4. At the BBC his role included commissioning religion TV, running in house TV and radio production in Salford and Belfast as well as being the Head of Religion internally and externally.

    At Channel 4, he was also the Head of Multicultural Programming, winning numerous awards from BAFTA, Emmy to Royal Television Society, as well as nominations including Grierson and Oscar.

    He is Professor of Media at the University of Bolton and a published writer, speaker and leader in media, diversity, religion, demographics and culture.

    Aaqil is a co-founder and Board member of Princes Trust youth mentoring organisation Mosaic, a council member of the Higher Education Funding Council for Wales and a Trustee of disaster relief agency Muslim Aid.

    His company, Aaqil Ahmed Media Consultancy specialises in Television and digital media production, religion and diversity strategy and training as well as international development training in media and religious literacy.

  • Nita Patel

    Nita Patel

    Independent Member

    Nita is a Corporate Communications and Sustainability specialist.

    Through her business Planet Communications, she has worked with a number of well-known companies helping develop and deliver their sustainability communications.

    Nita is also the co-founder of new coffee shop and co-working space in Brixton, CAYA, providing a multi-purpose venue for freelancers and nomad workers to eat, work and share space in a flexible fashion. This is her first Board position.

  • Zaid Al-Qassab

    Zaid Al-Qassab

    Advertising industry background member

    Zaid is the Chief Marketing Officer for Channel 4.

    Zaid's career has been spent in commercial, marketing & advertising roles, including as Managing Director of the Health & Beauty division of Procter & Gamble (UK & Ireland), as Chief Brand & Marketing Officer for BT Group, and as CMO of HouseTrip, a digital start-up.

    Zaid has a degree in PPE from Oxford University, and has completed the FT Non-Executive Director Diploma. He is committed to achieving social good and inclusion, is Channel 4’s executive leader for inclusion and diversity, and a Trustee of WaterAid. He is married with two children.

  • Kirsten Miller

    Kirsten Miller

    Industry-background Member

    Kirsten has over 17 years’ experience in digital media, having begun her career at, one of the world’s first algorithmic based digital ad networks.

    Most recently, Kirsten spent seven years at Group M agency Maxus, where, as a member of the leadership team, she established the agency’s first technology team.


Register of interests and remuneration

Council Members are appointed for a maximum of two three-year terms and receive a payment of up to £19,000 p.a. A Register of Council Members’ Interests may be requested from the Company Secretary, to do so please Contact us.