Our 2025 Annual Report highlights the continued transformation of the ASA into a proactive and preventative regulator in an era of rising expectations in online regulation.

It showcases how we have used our Active Ad Monitoring system to process 60 million ads, identifying and tackling issues in high-priority areas, including cosmetic surgery, weight-loss injections, alcohol and climate claims.

The Annual Report also highlights how we have used research to help shape our work.

You’ll read about how in 2025:  

• We resolved over 40,000 complaints from the public about 25,397 ads
• Through our work, 22,383 ads were amended or removed
• CAP helped businesses get their ads right the first time, and delivered 596,000 pieces of advice, training and bespoke queries through our Copy Advice service 
• We continued to develop our Intermediary and Platform Principles framework, strengthening accountability of social media platforms in promoting our Code to their advertisers and supporting enforcement of the rules, among other commitments 
• We worked towards securing a sustainable funding model for the ASA system 
• We implemented less healthy food and drink advertising rules 

As technology and society change, our transformation will continue over the next three years of our AI-assisted, collective ad regulation strategy, and beyond. 

 

---