The ASA senior management team is the executive decision-making team responsible for:

  • setting the direction for the organisation
  • overseeing the management of our core responsibilities and; 
  • ensuring the delivery of our objectives in line with our standards of service.

The team is led by Chief Executive, Guy Parker. 

  • Guy Parker

    Guy Parker

    Chief Executive

    Guy became Chief Executive of the Advertising Standards Authority, the UK regulator of ads in all media, in 2009.  He is responsible for executing the ASA’s strategy to have More Impact Online, including through proactive regulatory project work, the investigation of complaints, enforcement activity, the development of regulatory policy, the provision of CAP advice and training and the system’s communications, marketing, public affairs and research activities. 

    Guy is also President of the International Council for Advertising Self-Regulation, a Board member of the Fundraising Regulator, a member of the Fundraising Regulator’s Standards Committee, a member of the UK government’s Consumer Protection Partnership Strategic Group and a member of the National Statistics Designation Review Steering Group.

    From 2013 to 2016, Guy chaired the European Advertising Standards Alliance, the single authoritative voice on advertising self-regulation comprising national advertising self-regulatory organisations and organisations representing the advertising and media industries in Europe and beyond.  He remains a Board and Executive Committee member.

    Married with three children, he lives in North London.

  • Miles Lockwood

    Miles Lockwood

    Director of Complaints and Investigations

    Miles joined the ASA in September 2010 and is responsible for leading the complaints and investigations teams, dealing with over 30,000 complaints per year.

    Miles’s background is in legal practice and legal regulation. Qualifying as a solicitor in 1998, he worked in commercial legal practice, specialising in general litigation and dispute resolution matters. In 2003, Miles joined the Law Society’s regulatory service where he helped establish a new London-based complaint handling operation and led teams handling complex complaints against solicitors. Between 2009 and 2010 he was seconded to the Law Society’s representative arm, where he was responsible for the development of new risk and compliance services that have improved complaints handling and compliance standards across the legal profession.

  • Shahriar Coupal

    Shahriar Coupal

    Director of Advertising Policy and Practice

    As Director of Advertising Policy and Practice, Shahriar oversees the organisation’s Regulatory Policy, Copy Advice and Compliance functions.

    As Director for the Committees of Advertising Practice, Shahriar is responsible for the effective running of committee business, which includes updating the UK Advertising Codes and associated guidance. He also oversees the effective running of the various CAP Panels and BCAP’s Advertising Advisory Committee.

    Shahriar previously worked at Ofcom. He studied Politics at the University of Kent at Canterbury and Economics at Birkbeck.

  • Jo Poots

    Jo Poots

    Head of Operations (Complaints and Investigations)

    Jo became Head of Operations for Complaints and Investigations in December 2013, having previously held a wide range of roles in the organisation.

    She has oversight of the day to day effectiveness of the teams that assess and investigate complaints and plays a leading role in the wider corporate activities of the ASA management team. Jo had a Business and Marketing degree from the University of Ulster.

  • Jane Eldridge

    Jane Eldridge

    Head of Casework

    Jane became Head of Casework in January 2014, having held a number of positions within the ASA.

    She is responsible for maintaining quality and consistency of regulatory decision-making across the ASA and CAP. Her role is to assure quality outcomes in our complaint handling on behalf of consumers, and standards of service to the businesses we regulate (but not maintenance of, and public consultation on, the Advertising Codes). She leads a cross-organisational team who advise on technical aspects of casework. Jane’s background is in education and research, where she contributed to qualitative research projects in the areas of food, education, social services and media. Jane has a PhD in Media and Communications from Goldsmiths’ College, University of London.

  • Tom Kelman

    Tom Kelman

    Interim Finance Director and Company Secretary

    Tom joined the ASA in November 2015 and oversees the Finance, Systems, and Programme office functions for ASA and CAP.

    He is responsible along with other members of SMT for directing the ASA and CAP’s sustainability and for ensuring all staff have the toolkit they need to achieve their objectives in order to support the ASA and CAP’s objectives.

    Tom’s background is in directing operational support functions. He has experience working in the professional accountancy services (KPMG) for profit (Gissings) and the not-for-profit sector (AAT; RCP; CFG; IISS). Tom has a BA in Business Studies from RGIT Business School, he qualified as a CA with ICAS in 1986; as an MCT with the ACT in 1989; is an FMAAT with the AAT; and is volunteer Honorary Treasurer to a UK Registered charity CMV Action.