Our work involves making sure ads across UK media and for a whole range of businesses in different sectors are sticking to the rules. This means we often have to deal with issues that are complex and where specialist knowledge may be needed. So it is perhaps unsurprising that we work with and seek input from a variety of organisations and individuals including: advertisers, trade bodies, consumer and pressure groups, regulatory partners, media owners and independent experts.

Stakeholder engagement

Our stakeholder engagement programme is designed to help us develop better relationships with the key organisations we regulate. The aim is to improve communication and increase mutual understanding.

Those who participate in the programme will be assigned a dedicated stakeholder manager, who will provide a point of ongoing access to us, when needed. The programme is tailored to individual needs and requirements, and will include an opportunity to participate in an annual review of your dealings with the ASA. Please note that your relationship with the stakeholder manager and participation in the programme will not replicate or replace the contact you have with other ASA employees on regulatory or other matters.

At least once a year, we’ll make sure to review our relationship to make sure it is as useful and efficient as possible.

The benefits of joining the programme can include:

  • Increasing the collaborative nature of our dealings
  • A central point of contact for issues that go beyond individual or one-off regulatory matters 
  • Building trust and understanding in how we respectively work
  • Tailored access to training and advice on the Advertising Codes
Because of the resource-intensive nature of the programme we can’t guarantee that we can accommodate all requests to participate, but if you are interested in participating and want to know more please contact our programme manager.

Other regulators

The ASA has two major formal relationships with regulators who have legal powers: Ofcom, our co-regulatory partner for broadcast advertising and Trading Standards.

We work with other regulators, as appropriate, to ensure that regulation is joined-up and consistent. If you think that the ASA has acted in a way that is inconsistent with other regulators, please contact us.

Other regulators we work with include:
  Read copies of our agreements with various organisations.

Our experts

From time to time we also call on independent experts to help us interpret evidence that may have been provided to us. Sometimes the evidence can be highly technical, for example medical trials or technological tests, so we work with experts to help us interpret the evidence accurately.


We all see ad campaigns that originate from outside the UK on a daily basis, for example, by post, email, text, online, by reading a magazine or newspaper that has been published overseas, or by travelling to another country.

To make sure consumers can trust the ads they see and hear, the ASA helped found the European Advertising Standards Alliance (EASA). EASA works to support and promote advertising self-regulation across Europe and operates a cross-border complaints mechanism.

Our Advertising Codes apply to the UK only, so we cannot usually look into complaints about ads published in foreign media or that originated from abroad. Find out more about how we handle complaints, including complaints about ads from overseas.

International Council for Ad Self-Regulation

The ASA is a proud supporter of the International Council for Ad Self-Regulation (ICAS). Find out more about the ICAS Guide to Developing a Self-Regulatory Organisation, which is a reference guide to self-regulation globally, with a particular focus on setting up self-regulatory systems for promoting responsible advertising.