Admired around the world for its creativity, the UK advertising industry sets the standard in successful self-regulation. Our industry is governed by Advertising Codes that are designed to protect consumers and create a level playing field for advertisers. 

The Codes are the responsibility of two industry Committees - the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) and are independently administered by the Advertising Standards Authority (ASA). 

Here you can find out more about the Committees, Executive and Panels that support their work:

Committee of Advertising Practice (CAP)

Broadcast Committee of Advertising Practice (BCAP)

Industry Advisory Panel

Promotional Marketing and Direct Response Panel

Advertising Advisory Committee

Online Publications Media Panel

Our Executive


Our Committees

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) are responsible for writing and updating the UK Advertising Codes. Chaired by James Best, the Committees are made up of representatives of advertisers, agencies, media owners and other industry groups, all of which are committed to upholding the highest standards in non-broadcast and broadcast advertising. 
 
  • James Best

    James Best

    CAP Chairman

    James was appointed Chair of CAP and BCAP in April 2011, after serving four years as an Industry Member on the ASA Council. 

    He worked for over 30 years in advertising, after joining BMP as a trainee in 1975. He was Chairman of the agency – then BMP DDB - from 1989 to 2000 and Chief People & Strategy Officer of DDB Worldwide before his retirement from the network in 2006. 

    James was Chairman of the UK Advertising Association from 1997 until 2002 and President of the European Association of Communication Agencies 2003-05, as well as a long-serving member of IPA Council.  

Committee of Advertising Practice

CAP writes the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) and helps enforce ASA rulings

Established in 1961, the Committee and the Code marked their 50th anniversary in 2011. The existing CAP memerbship consists of representatives from:
 
  • Television on Demand Industry Forum
  • Advertising Association
  • Cinema Advertising Association 
  • Direct Marketing Association 
  • Direct Selling Association 
  • Incorporated Society of British Advertisers 
  • Institute of Practitioners in Advertising 
  • Institute of Promotional Marketing 
  • Internet Advertising Bureau 
  • Mobile UK
  • News Media Association
  • Outsmart Out of Home
  • Professional Publishers Association 
  • Proprietary Association of Great Britain 
  • Royal Mail 
  • Scottish Newspaper Society 
  • Clearcast 
  • Radiocentre

Broadcast Committee of Advertising Practice

The success of CAP’s regulation of non-broadcast ads encouraged Ofcom to contract-out the regulation of broadcast advertising to the ASA system. This led to the formation of a co-regulatory partnership and BCAP. BCAP writes the UK Code of Broadcast Advertising. The existing BCAP memerbship consists of representatives from:
 
  • Advertising Association 
  • Sky UK Ltd
  • Channel 4 Television Corporation
  • Channel 5 Broadcasting Ltd
  • Commercial Broadcasters Association (CoBA)
  • Direct Marketing Association 
  • Electronic Retailing Association UK 
  • Incorporated Society of British Advertisers 
  • Institute of Practitioners in Advertising 
  • ITV plc
  • Radiocentre 
  • S4C 
  • Clearcast
  • BT
  • STV

Our panels

The advertising industry is central to the success of the self-regulatory system; as part of that, CAP receives valuable support from three industry panels – the Industry Advisory Panel, the Promotional Marketing and Direct Response Panel and the Online Publications Media Panel.
 
The Panels bring together advertisers, creatives, media planners and publishers who volunteer their time to give advice on regulatory aspects of marketing communications. The Panels also provide a forum for the exchange of information and ideas between the industry and the ASA and CAP.
 
The Panels’ opinions are not binding on either the ASA and CAP Executive team or the ASA Council. The panels may be asked to discuss:
 
  • a recommendation before the ASA Executive gives it to Council, either at the request of the Executive or any party to the complaint. The Panels’ opinion will not be included in the recommendation but will be reported to Council.
  • specific copy advice
  • the application of a Code rule
  • common industry practice or,
  • other general regulatory subjects.
CAP may also use the Panels to help draft Advertising Guidance or revisions to the Codes for its consideration. The Panel will almost never consider scientific or highly specialised evidence: where necessary the ASA and CAP Executives will instruct outside experts on matters beyond the collective knowledge of the Executive and Council.
 

Industry Advisory Panel

The Industry Advisory Panel brings together marketing and media practitioners, others with expert knowledge of the UK marketing industry and one ASA Council member. The Panel advises both CAP and BCAP on non-broadcast and broadcast matters and meets approximately six times every year.

  • Tim Duffy

    Tim Duffy

    Chairman

    Tim joined Saatchi & Saatchi in 1986 as a Strategic Planner and became one of the founders of M&C Saatchi which he helped build into a top 10 agency. He was appointed Chief Executive in 2004 and Chairman of the UK Group in 2009.

    Tim has worked for a range of clients including; the launch of the National Lottery, the London Olympics, British Airways, GlaxoSmithKline, NatWest, Procter & Gamble, and various government behaviour change campaigns, including Change4Life. 

  • Sara Bennison

    Sara Bennison

    Panel member

    Sara joined Nationwide in March 2016.  She previously spent 7 years at Barclays in a number of marketing roles, finally as Chief Marketing Officer for the Personal and Corporate Bank globally.  Before Barclays, Sara worked at BT but the majority of her career has been spent in advertising agencies in the UK and Asia, working across a variety of sectors and geographies. 

    As Chief Marketing Officer, Sara is taking responsibility for developing and executing brand strategy, marketing, citizenship and communication across all audiences and channels.

    Sara serves on a number of industry bodies, including the Industry Advisory Panel for the ASA, ISBA and Facebook's UK Advisory Council.

  • David Hepworth

    David Hepworth

    Panel member

    David has over 35 years’ experience in magazines as a writer and editor and is a director of independent media company, Mixmag Media Ltd, publishers of MixMag.

    He was Editorial Director of EMAP Consumer Magazines from 1983 to 2002, where he was responsible for the editorial launches of Just Seventeen, Q, Empire, Mojo, More and Heat. Prior to that he was editor of Smash Hits magazine from 1981-1983. He writes and speaks on media issues and is a regular broadcaster on BBC radio.  He sits on the Panel in his capacity as an ASA Council representative.

  • Shahriar Coupal

    Shahriar Coupal

    Director of Advertising Policy and Practice

    Shahriar became ASA Director of Advertising Policy and Practice and Director of CAP and BCAP in July 2009.

    He joined the ASA from Ofcom in 2005, when the ASA took on responsibility for regulating broadcast advertising. He was previously Manager of the CAP and BCAP Code Policy team where he played a central role coordinating an unprecedented review of the UK Advertising Codes. Shahriar studied Politics at the University of Kent at Canterbury and Economics at Birkbeck. He has worked in the public and private sector.

  • Tim Evans

    Tim Evans

    Panel member

    Tim founded an independent marketing consultancy after holding a number of board level brand and marketing roles, and is also a Non-Executive Director of a major North London NHS Trust, Barnet and Chase Farm Hospitals Trust.

    He has broad industry experience including the telecoms, technology, media and environment sectors. He has expertise in market research and customer data. 

  • Peter Gatward

    Peter Gatward

    Panel member

    Peter has spent most of his career within broadcast media, including commercial sales, operational responsibility for airtime and transmission and advertising regulation and compliance, including the management of ITV’s relationship with Clearcast.

    Peter is also responsible for the regulation of sponsorship and brand partnerships. Peter sits on the BCAP Committee. 

  • Steve Goodman

    Steve Goodman

    Panel member

    Steve is MD of GroupM and is responsible for the co-ordination of press trading of all WPP agencies. He is on the board of the Audit Bureau of Circulations and the National Readership Survey.

    Steve is experienced in all aspects of the press and has experience in the financial, telecoms, retail, FMCG and non-commercial sectors. 

  • Mike Moran

    Mike Moran

    Panel member

    Mike founded the Orchard Consultancy after 22 years on the client side. He has worked extensively in the motoring and utility sectors.

    During his career, Mike has held a number of senior sales and marketing positions, including being Managing Director of CBS Outdoor Ltd. In the past, Mike has been Chairman of the ISBA’s Executive Committee, Director of ISBA Council, sat on the UK Government’s Advisory Committee on Advertising and held (and continues to hold) Non-Executive Director posts. 

  • Sue Oake

    Sue Oake

    Panel member

    Sue is a solicitor who has worked in media and entertainment law both in private practice and in-house. She represents the News Media Association on the CAP Committee. 

    Sue was a Senior Legal Advisor at the Newspaper Society and Group Legal Adviser to The Independent, i, Independent on Sunday and the Evening Standard.  

  • Simon Rhodes

    Simon Rhodes

    Panel member

    Simon is currently Marketing and Business Development Director for EMEA, a commercial real estate services company.

    Simon has extensive experience in B2C and B2B sectors, including finance, food, FMCG, alcohol and healthcare. Several campaigns and product launches that Simon has been responsible have won awards, including IPA Advertising Effectiveness award and Campaign of the Year.

    Simon has been a Director of ISBA, a consultant to Parliament on communications and has acted as a marketing expert witness for KPMG Legal Services. 

  • Charlie Snow

    Charlie Snow

    Panel member

    Charlie is the Director of Strategy at DLKW Lowe, whose main accounts include Unilever, Morrisons and E.ON.

    Charlie started in qualitative research and joined the Planning department of DMB&B in the 90’s. In 2000 he became a partner and Planning Director at Delaney Lund Knox Warren. He has won numerous planning accolades including two Golds and a Grand Prix in the APG Creative Strategy Awards and two Gold IPA Effectiveness Awards, most recently for the Stroke Awareness campaign. He has a lot of experience of Public Service advertising in particular. Charlie has been a member of the IPA Value of Advertising Group since 2008, and was the Convenor of Judges for the 2011 IPA Effectiveness Awards. 

  • Matthew Dearden

    Matthew Dearden

    Panel member

    Most recently Matthew was President of Clear Channel Europe, a major out-of-home media owner, having joined the company as CEO of Clear Channel UK. He is President of FEPE, the global out-of-home advertising association.

    Matthew’s career in advertising started at Procter & Gamble as an ABM & Brand Manager. He then held senior roles at Telewest Broadband across digital TV, telephony and change management. Matthew then joined BT, becoming CEO BT Directories, running the home phone business and being Marketing Director for BT’s Consumer business. 

    Matthew studied Astrophysics at Edinburgh University.

  • Jenny Biggam

    Jenny Biggam

    Panel member

    Jenny is a Founding Partner at the7stars – an agency she set up with co-founders in 2005.  The agency has grown from a standing start to the UK’s largest independent media agency with clients including discovery Channel and Phones 4u.

    Prior to the7stars Jenny held a board position at Carat for a number of years – responsible for Marketing and New Business as well as Carat’s Direct and Data teams.  Jenny started her media career at Zenith Media.

  • David Lloyd

    David Lloyd

    Panel member

    Most recently, David was Group Editorial Director for Orion Media which owned a clutch of major commercial stations in the Midlands. He now is a freelance broadcast consultant and a Fellow of the Radio Academy. 

    David has been in commercial radio for more than 35 years in a variety of roles in production and presentation; and in general and programme management on a range of formats from Dance to Talk, Rock to CHR.  

    He spent two years as Head of Programming & Advertising with the former industry regulator, the Radio Authority, where he was responsible for programme and commercial compliance strategy and implementation. 

  • Hamish Nicklin

    Hamish Nicklin

    Panel member

    Hamish Nicklin is the Chief Revenue Officer of The Guardian News and Media Group. He is responsible for driving operational and strategic direction across the media, jobs and Labs businesses.

    Hamish will also have responsibility for building long-term, sustainable business relationships directly with clients and agencies across the globe. Hamish reports directly to David Pemsel, the CEO, and is a member of the Guardian, News & Media Executive Committee.

    Previously, Hamish was at AOL UK where he was the Managing Director where he oversaw business strategy and and operations across the company's content brands, programmatic and video platforms on both the demand and supply side of the market equation. In the UK this included AOL’s editorial brands The Huffington Post UK, TechCrunch and Engadget and the technology brands Adap.tv, AOP and Convertro.

    Before joining AOL, Hamish held the position of Director of Agency Sales at Google UK. He joined Google in 2006 as Industry Head of Financial Services, before taking on the roles of Head of Public Sector and Government, followed by Head of Creative Agency Partnerships. Prior to this, Hamish held various direct and digital marketing and business development roles at banks such as Lloyds TSB, Coutts & Co and Morgan Stanley.

  • Stephen Vowles

    Stephen Vowles

    Panel member

    Stephen Vowles joined Argos as Marketing Director in September 2013.  He was responsible for marketing, own brand, brand and customer strategy, consumer insight and analytics across all touch points. 

    Stephen joined Argos from Ladbrokes plc, where he was Customer Experience Director and chief marketeer, responsible for building a group marketing function around traditional and digital channels, whilst driving compelling customer strategy and vision for the brand.

    Prior to Ladbrokes, he spent six years in the United States with Stop and Shop / Giant, the largest supermarket in the Mid-Atlantic and North East.  As chief marketer he led a major multi-year re-brand and re-positioning strategy and also ran their own brand business. Stephen was responsible for co-conceiving and launching Nectar in 2002 in his role at Sainsbury’s Supermarkets and previously held senior marketing roles at Thomas Cook Retail and Procter and Gamble.

  • Chris McLeod

    Chris McLeod

    Panel member

    Chris joined Transport for London (TfL) in 2007 and is responsible for a diverse portfolio of Marketing and Customer information programmes for some of the Capital’s most important services.

    An ‘Ad man’ by training, he has worked at Saatchi & Saatchi (twice) and Collet Dickenson Pearce, where he was ultimately Chairman. In 2012 he had the challenge of managing the Marketing and customer information requirements of the transport system to help deliver a successful Olympic and Paralympic Games.

    During his time at TfL it has won every major Marketing and Creative award including Campaign magazine’s Advertiser of the Year, Cannes Gold Lions and Marketing Society and IPA Effectiveness awards.

  • Michael Todd

    Michael Todd

    Panel member

    As Industry Relations Manager Michael is responsible for managing Google’s relationship with the UK advertising industry via trade bodies, industry groups, associations and regulators; through his role, he works across Google’s Agency Business Team and Public Policy Team.

    Michael started his career at the Department for Culture, Media and Sport where he spent time in the Secretary of State’s Private Office before moving on to manage the UK Government’s sector relations with the advertising industry. Michael left DCMS to work for the Advertising Standards Authority in 2009, managing public affairs and policy for the ad regulator, before moving to Google in 2011. Aside from the IAP, Michael also sits on the Board of IAB UK. 

  • Liz Darran

    Liz Darran

    Panel member

    In 2012 Liz became Director of Brand and Creative at Sky. She has been at Sky for 3 years running the brand and the in-house creative functions across multiple channels and in 2015, added Sky’s Experiential and Cycling initiatives to her remit.

    Liz Darran was educated at Llanishen High School in Cardiff and Oriel College, Oxford where she achieved an MA in Jurisprudence. She started her career in advertising as a graduate at WCRS in 1994,  working on a range of clients including the launch of the Orange brand, BMW across Europe and Japan, and Vodafone. In 2004, Liz was part of a team of staff involved in a management buyout of WCRS. As WCRS became part of the multi-disciplinary Engine Group, Liz became a Managing Partner, and the Client MD for the Sky account, running the business across the Engine Group from 2006-2012.

  • Sanjay Balakrishnan

    Sanjay Balakrishnan

    Panel member

    Sanjay is the Director of Consumer Marketing for Amazon UK since 2013, where he is responsible for Amazon’s marketing operations, as well as Amazon’s Prime program. 

    Sanjay has spent the previous 17 years in marketing, commercial and  finance roles in internet and consumer  businesses, across fintech, gaming, classifieds, travel and retail sectors, leading teams in UK, Europe, Americas and Asia.

    Sanjay is an alumnus of London Business School. 

  • Alexia Clifford

    Alexia Clifford

    Panel member

    Alexia Clifford is Deputy Director of Marketing at Public Health England, an Executive Agency of the Department of Health.

    Alexia has led a number of highly successful, flagship social marketing campaigns including Change4Life, which encourages millions of families in England to 'eat well, move more, live longer', Stoptober, which has helped more than 750K people to quit smoking, and Be Clear on Cancer, which has saved hundreds of lives through earlier diagnosis. Alexia is a communications and marketing professional with more than 15 years’ experience across the public and private sector. She has an MSc in Mathematics from Cambridge University and an MA in Film Studies from the University of Westminster.

  • Emma Smith

    Emma Smith

    Copy Advice Manager

    Emma took over as Operations Manager for Copy Advice in 2017. Her team provides advertisers, agencies and media owners with free and confidential advice, giving an informed view of the likely acceptability of non-broadcast marketing communications under the CAP Code. 

    Tel:

    020 7492 2201

    Emma studied Law, specialising in Entertainment Law, at the University of Westminster before joining the ASA in 2011 as a Complaints Executive and becoming a Senior Complaints Executive in 2014.  She moved to Copy Advice in 2015.

Promotional Marketing and Direct Response Panel

The Promotional Marketing and Direct Response Panel advises CAP on promotional marketing and direct marketing matters.  
 
  • Catherine Shuttleworth

    Catherine Shuttleworth

    Chairman

    Catherine is the Founder and CEO of Savvy Marketing.  She founded Savvy in 2006 and has grown the business to become a leading award winning agency. The company of 80+ people works with a broad base of clients both in the UK and globally.

    After graduating with a degree in retail marketing, Catherine has focussed her career in the retail marketing space working in both client and agency organisations.

    As an active member of both the Institute of Promotional Marketing (IPM) and the The Institute of Grocery Distribution (IGD), Catherine is a well-established expert in shopper marketing. She’s also a regular spokesperson for retail news stories and debates on high profile programmes including BBC Breakfast and BBC Radio 4’s You and Yours, and amongst the retail and marketing trade press.

  • Peter Batchelor

    Peter Batchelor

    Panel member

    Peter works at Arc London where he is Planning Director across a variety of the Brand Activation; his clients include Kraft Foods, Fiat, Coca-Cola and Halifax.

    Peter studied Business at Sheffield, specialising in Communications and Innovation. A twenty year career in integrated marketing communications has included spells running customer loyalty programmes for automotive clients at MHA Carlson and Brann London, plus retail, business to business and business to consumer work for the COI, Nectar, NatWest and Sainsbury’s.  Peter’s experience of global client business includes Microsoft, IBM and Toshiba (both consumer and business) whilst at EHS and Brann.

    Peter is a Chartered Marketer with the Chartered Institute of Marketing.

  • Mark Challinor

    Mark Challinor

    Panel member

    Mark is Director of Mobile and Interactive Services, Telegraph Media Group, London. As such he is responsible for all mobile and tablet services and apps for one of the world’s major media groups.

    Mark is also responsible for premium services using phones (landline or mobile) and interactive promotional games and offerings such as Fantasy Football, premium rate competitions and dating services.

    Prior to joining The Telegraph, Mark had over 20 years in newspapers and media, holding senior promotional or commercial roles at Trinity Mirror (Daily Mirror, Sunday Mirror), Associated Newspapers (Daily Mail, Mail on Sunday, Metro) and the Evening Standard.  Mark introduced the concepts of Fantasy Football and the promotional "free" CD to UK newspapers.

    Mark is an International and European board member of The International Newsmedia Marketing Association (INMA).  The organisation communicates latest trends and promotional ideas from newspaper groups across the globe.  Mark runs an international mobile and tablets blog on INMA’s website (www.inma.org).   He is a regular speaker at media conferences around the globe and is a former consultant to the American Marketing Association and was previously regional president for The Chartered Institute of Marketing (CIM).

    Mark has also spent 5 years in the mobile consultancy arena, with clients from a range of disciplines including Metallica and Girls Aloud in the music field and major newspaper groups in Australia and India.

  • Shahriar Coupal

    Shahriar Coupal

    Director of Advertising Policy and Practice

    Shahriar became ASA Director of Advertising Policy and Practice and Director of CAP and BCAP in July 2009.

    He joined the ASA from Ofcom in 2005, when the ASA took on responsibility for regulating broadcast advertising. He was previously Manager of the CAP and BCAP Code Policy team where he played a central role coordinating an unprecedented review of the UK Advertising Codes. Shahriar studied Politics at the University of Kent at Canterbury and Economics at Birkbeck. He has worked in the public and private sector.

  • Mark Dugdale

    Mark Dugdale

    Mark runs his own consultancy, Dugdale Digital Solutions, to help businesses measure and improve their return on promotional investment across all channels.  He includes Paperchase and Reader's Digest amongst his current portfolio of clients.

    Mark, a Modern History graduate of Magdalen College, Oxford, was first exposed to sales promotions at the Reader's Digest in the 1980s.  He has spent most of his career in home shopping in the publishing and retail sectors, harnessing the power of sales promotions to drive customer response.  He is a pioneer of multi-channel retailing, first understanding its potential when Marketing Director of Innovations and then honing it as Managing Director of Arcadia (Home Shopping) where he was responsible for the Group's non bricks and mortar promotions and incentives.  Mark developed an aggressive dual channel strategy when Chief Executive of Flying Brands plc (including the Flying Flowers and Gardening Direct brands). Mark is a past Chairman of The Catalogue Exchange, a trade body representing the interests of the home shopping industry.

  • Michael Halstead

    Michael Halstead

    Panel member

    Mike is a Board member, Secretary and Treasurer to the Marketing Agencies Association (MAA), the body that in 2010 replaced the MCCA.

    Mike has over 25 years experience in creative marketing and establishing and running promotional marketing consultancies.  He joined Saatchi&Saatchi in 1979 as a graduate recruit and became a Director of the Saatchi below-the-line marketing subsidiary, The Sales Promotion Agency.  In 1987 Mike became a founding partner of HH&S Group, now one of the UK’s most established, independent, below-the-line consultancies.  In 1993 Mike established the Group’s first subsidiary, Summit Sales Promotion and in 2002 oversaw the acquisition of The Retail Marketing Partnership, a specialist retail marketing consultancy.  In 2005 Mike launched the mobile games consultancy “m2end” in a joint venture with PlayWizard. 

    Mike served on the Institute of Sales Promotions (now the Institute of Promotional Marketing) Consultants Committee and was a long standing member of the Sales Promotion Consultants Association; he was instrumental in the incorporation of the Marketing Communications Consultants Association (the body that replaced the SPCA). Mike is a strong advocate of Sales Promotion both as a tactical and brand building marketing medium.

  • Janine Paterson

    Janine Paterson

    Panel member

    Janine works for the DMA, the largest trade association in Europe in the advertising and communications sector as Solicitor and Legal Manager.

    Janine joined the DMA in June 2007 and her role includes running the legal team which offers advice to members on legal matters affecting the direct marketing industry including data protection, consumer law and prize draws and competitions.

    Janine regularly contributes to DMA member communications on a variety of subjects affecting the direct marketing industry and responds to both Government and European consultations, undertaking lobbying on behalf of the interests of DMA members. She also undertakes speaking engagements at both the DMA and outside conferences and events.

    Janine qualified as a Solicitor in 1992 and before joining the DMA she worked for 10.5 years for Which? formerly the Consumers Association advising members on consumer protection legislation and contributing to various Which? publications.

  • Nick Hudson

    Nick Hudson

    Compliance Manager

    Nick heads up the Compliance function of the ASA and CAP, which helps to create a level playing field for advertisers by ensuring the findings of upheld ASA rulings are implemented by those affected, surveys trends across different sectors and proactively addresses ads in breach of the rules.

    He was previously Manager of the Copy Advice function, providing advice, guidance and training to advertisers and the industry. He was also Assistant Secretary to the General Media Panel. He moved to head up the Compliance function in 2014.

    With an LLB in Business Law, Nick started his working life in advertising, working in several ad agencies in the account handling department for over ten years.

  • Joanne Prowse

    Joanne Prowse

    Panel member

    Joanne Prowse was appointed as Acting Chief Executive of PhonepayPlus in May 2014 and sits on the PhonepayPlus Board.

    Jo has been with PhonepayPlus since September 2010 as Director of Operations and IT overseeing consumer complaint handling, regulatory enforcement and business and IT infrastructure teams. As part of the PhonepayPlus leadership, she has embedded a new outcomes-based regulatory framework supported by the launch of the industry-wide Registration Scheme and has overseen the transformation of systems, processes and reporting to support consumer protection and drive up market compliance. Prior to joining PhonepayPlus, Jo was with the Performing Right Society (PRS for Music) where she rose to Managing Director for Membership and Operations with previous appointments of Executive Director for Membership and Communications Director.

  • Wesley Henderson

    Wesley Henderson

    Panel Member

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

    He is currently an Independent Assessor with the Commissioner for Public Appointments for Northern Ireland, a Member of Mutual Energy and an Education Speaker for Cats Protection, the national animal charity.  Previously he served as a Lay Representative for the Northern Ireland Medical and Dental Training Agency and was a Public Director with the Lagan Canal Trust. He sits on the Panel in his capacity as an ASA Council representative.

  • Chris McCash

    Chris McCash

    Panel Member

    Chris is a Planning Director with over 20 years experience in shopper and promotional marketing.

    Part of the start up team for Savvy Marketing in 2006, Chris continues to work with Savvy Clients including Pernod Ricard, Mars and AB Inbev. A sales promotion practitioner as much as a planner, highlights include being on the original J2O launch team, multiple on packs for Mars plus numerous promotional projects for Asda. Latterly his work has included TV advertising in the pet and travel sectors.

     

Advertising Advisory Committee

The Advertising Advisory Committee (AAC) is the independent consumer panel established by BCAP to provide a consumer perspective to its policy work, such as the drafting and interpretation of the UK Code of Broadcast Advertising

AAC members are independent of the advertising industry and are appointed following public advertisement: 
 
  • Stephen Locke

    Stephen Locke

    Chairman

    Stephen serves as Chair of London TravelWatch, the body charged with representing the interests of the capital's travelling public, and as Chair of the Panel that represents the concerns of interested parties to the Payment Systems Regulator, as subsidiary of the Financial Conduct Authority.

    Stephen worked as Director of Research and Policy at Which? in the 1990s. He has also been a non-executive director on a range of boards, current roles including the Money Advice Service and the national passenger and road user body Transport Focus. He has long been fascinated by advertising, and was Director of Advertising and Sponsorship at the Independent Television Commission before the organisation became part of Ofcom in 2003; in this role he was also responsible for the planning and preparation work for the establishment of Ofcom. Before taking up the Chair, Stephen served on the AAC as a member from 2005 to 2011.

  • James Best

    James Best

    CAP Chairman

    James was appointed Chair of CAP and BCAP in April 2011, after serving four years as an Industry Member on the ASA Council. 

    He worked for over 30 years in advertising, after joining BMP as a trainee in 1975. He was Chairman of the agency – then BMP DDB - from 1989 to 2000 and Chief People & Strategy Officer of DDB Worldwide before his retirement from the network in 2006. 

    James was Chairman of the UK Advertising Association from 1997 until 2002 and President of the European Association of Communication Agencies 2003-05, as well as a long-serving member of IPA Council.  

  • Claire Whyley

    Claire Whyley

    Committee member

    Claire is a professional researcher, policy analyst, and consumer champion. She is currently a Director of Sliced Bread Consulting Ltd, a policy and research consultancy focussing on the needs of vulnerable consumers.

    She undertakes freelance research and policy development in the fields of consumer disadvantage, poverty, debt, credit regulation, financial and social exclusion. Claire is a member of the Financial Services Consumer Panel, the Finance and Leasing Association Lending Code Group, and a former member of the Financial Inclusion Taskforce. Until 2008, Claire was Head of Consumer Futures and Deputy Director of Policy at the National Consumer Council and prior to that was a founding member of Bristol University’s Personal Finance Research Centre.

  • Adair Richards

    Adair Richards

    Committee member

    Adair sits on the fitness-to-practise committees of the General Dental Council, serves as a magistrate, and mentors several social enterprises and SMEs.

    Email:

    adairrichards@gmail.com

    Adair is a consultant and academic working globally with Universities to enhance their research and communication capabilities.  He has spent several years working as an audience advocate on publicly funded research projects, held a science communication fellowship at the University of Warwick and spent 18 months contributing as ‘resident scientist' on a local BBC radio station.

  • Alison Goodman

    Alison Goodman

    Committee member

    Alison is Director of Income Generation at Noah's Ark Children's Hospice in North London. Her previous "third sector" roles were at Ambitious about Autism, and Terrence Higgins Trust where she was involved in fundraising from major donors and celebrities.

    With a degree in Education from London University, Alison started out her professional life in teaching. Alison has a strong background in voluntary and charity work: devoting a great deal of time and energy to good causes such as working for the homeless at Christmas for Crisis. She is a Governor of Monkfrith School in Barnet, London. Alison served as a member of the ASA Broadcast Council from November 2004 until 2011.

  • Robin Foster

    Robin Foster

    Committee member

    Robin is an expert on media policy and regulation, and is particularly interested in the economics of the media sector. He has written extensively on trends and changes in media markets, and the implication of digital and social media for the future shape and health of UK broadcasting.

    Robin has a long interest and involvement in the UK broadcasting sector. From 1993 to 2005, he held senior level strategy positions at the BBC, the Independent Television Commission and Ofcom.  He has since served as a member on the Digital Britain Board, Ofcom’s Spectrum Advisory Board and as a board member of ATVOD, where he provided oversight of the regulation of on-demand TV programme services.  In 2015, he joined the Lord Puttnam-chaired Inquiry into the Future of Public Service Television. He co-founded Communications Chambers: a consultancy specialising in telecoms, media and technology, which advises on issues of strategy, policy and regulation.

  • Ruth Sawtell

    Ruth Sawtell

    Committee member

    Ruth is currently a non-executive director at the Parliamentary and Health Service Ombudsman and Phone-paid Services Authority, the regulator of premium rate telephone calls. She recently completed a six year term as an ASA Council member, serving as the Senior Independent Director in her final year.

    With a background in finance, Ruth Sawtell has significant experience in consumer affairs as a board member of several consumer facing organisations and regulatory bodies. Previously, she sat on the board of a metal health NHS trust, a large housing association and the Nursing and Midwifery Council.

Online Publications Media Panel

The Online Publications Media Panel advises CAP on the proper distinction between editorial and advertising in online publications. Current members are:
 
  • Sir Christopher Powell, Chairman, Asbof 
  • Lord Black of Brentwood, Chairman, Pressbof

Our Executive

The Committees of Advertising Practice (CAP and BCAP) are supported in their work by the Advertising Policy and Practice department that sits within the overall structure of the ‘ASA system’ for UK advertising regulation. The team is responsible for code policy work, provision of pre-publication advice, on-going training for industry, writing and updating of Advertising guidance to help advertisers interpret the Codes, proactive monitoring of advertisements and, of course, a robust compliance function. 
 
  • Shahriar Coupal

    Shahriar Coupal

    Director of Advertising Policy and Practice

    Shahriar became ASA Director of Advertising Policy and Practice and Director of CAP and BCAP in July 2009.

    He joined the ASA from Ofcom in 2005, when the ASA took on responsibility for regulating broadcast advertising. He was previously Manager of the CAP and BCAP Code Policy team where he played a central role coordinating an unprecedented review of the UK Advertising Codes. Shahriar studied Politics at the University of Kent at Canterbury and Economics at Birkbeck. He has worked in the public and private sector.

  • Malcolm Phillips

    Malcolm Phillips

    Regulatory Policy Manager

    Malcolm took over as manager of the CAP Regulatory Policy team in 2009, which assists CAP and BCAP in ensuring the Advertising Codes remain relevant and fit for purpose, e.g. ensuring they're, where appropriate, responsive to changes in public policy and are consistent with the law.

    The Regulatory Policy team has recently undertaken projects on TV scheduling, advertising of cosmetic interventions, and e-cigarette advertising. Malcolm did postgraduate work in English Literature before moving to London and joining the Advertising Standards Authority as an Investigations Executive, moving to the Committee of Advertising Practice (CAP) in 2007. 

  • Nick Hudson

    Nick Hudson

    Compliance Manager

    Nick heads up the Compliance function of the ASA and CAP, which helps to create a level playing field for advertisers by ensuring the findings of upheld ASA rulings are implemented by those affected, surveys trends across different sectors and proactively addresses ads in breach of the rules.

    He was previously Manager of the Copy Advice function, providing advice, guidance and training to advertisers and the industry. He was also Assistant Secretary to the General Media Panel. He moved to head up the Compliance function in 2014.

    With an LLB in Business Law, Nick started his working life in advertising, working in several ad agencies in the account handling department for over ten years.

  • Emma Smith

    Emma Smith

    Copy Advice Manager

    Emma took over as Operations Manager for Copy Advice in 2017. Her team provides advertisers, agencies and media owners with free and confidential advice, giving an informed view of the likely acceptability of non-broadcast marketing communications under the CAP Code. 

    Tel:

    020 7492 2201

    Emma studied Law, specialising in Entertainment Law, at the University of Westminster before joining the ASA in 2011 as a Complaints Executive and becoming a Senior Complaints Executive in 2014.  She moved to Copy Advice in 2015.