We’re back with another burst of bold ads to help people understand who we are, what we do and why it matters.

Launching today, 7 July, the latest phase of our UK-wide campaign aims to raise public awareness that the ASA is the UK’s advertising regulator, and that people can come to us if they see ads that are misleading, harmful or offensive. 

The campaign will run across digital channels, out-of-home sites, press, magazines, cinema, radio, podcasts and TV: all spaces where we regulate ads. Brand partners including Compare the Market, Lloyds Bank, Marmite, Tesco and Churchill are helping to amplify the message by lending their slogans to the campaign creative.

We know that raising public awareness of the ASA and the work we do to keep UK advertising honest and responsible benefits the whole system. According to our latest figures, those who saw or heard the ASA ads were more than twice as likely to trust the industry – and their trust in most ads almost doubled. 

Miles Lockwood, Director of Complaints and Investigations at the ASA, said: 

“It’s vital that people know there’s a regulator keeping ads in check – we know that reassures people and increases trust in ads. This campaign is helping the industry and the public recognise the ASA and understand our role. It’s fantastic to see such strong support from brands and media owners again this year – we couldn’t do it without them.” 

This year’s campaign is part of our wider commitment to support responsible advertising and build trust across the sector. In 2024, we resolved over 37,000 complaints about more than 24,000 ads and took proactive action to tackle misleading and irresponsible content – especially online. 

Stephen Woodford, CEO of the Advertising Association, said: 

“Trust in advertising is hard-earned – it’s the industry’s most valuable asset and we all have a stake in it. The ASA’s awareness campaign plays a critical role in helping people understand how the regulatory system works and why they can have confidence in it. Our research shows how effective this campaign is in building public trust and thanks to the support of our media owner partners, we hope to see continued progress in 2025.” 

We’d like to thank Leith, EssenceMediacom and the Advertising Association for their support, and all the brands and media partners helping to spread the word.  

We’re excited to see the impact of this new phase of the campaign. See if you can spot the ads in the wild over the coming weeks.

---