The ASA is committed to making every UK ad a responsible ad. We aim to regulate in a way that is transparent, proportionate, targeted, evidence-based, consistent and accountable.
We assess ads against the UK Advertising Codes and take action when we identify an ad that is misleading, harmful or offensive. The nature and extent of our regulatory action are guided by our prioritisation principles.
Under these principles we consider:
- what harm or detriment has occurred or might occur
- the likely risk of action versus inaction
- the likely impact of our intervention
- what level of resource would be proportionate to the problem being addressed
These principles help us decide what regulatory resource we commit, or what activity we undertake, in response to issues identified through complaints or other sources of information, such as research or intelligence from another regulator.
This proactive and targeted approach allows us to have the greatest impact on the issues that matter most, benefiting consumers, society and responsible advertisers alike, and supporting our commitment to achieving the best regulatory outcomes.
The prioritisation principles are designed to be used flexibly and are not exhaustive. We make decisions about how to prioritise projects or cases – and whether to continue or deprioritise existing workstreams – on a case-by-case basis, taking into account all relevant factors.