The Advertising Standards Board of Finance (Asbof) has announced a new taskforce to secure sustainable long-term funding for the ASA System. Details of the taskforce are set out in this press release from Asbof.

UK advertising is vibrant and booming: doubling in size since 2019 and public trust in it has reached a five-year high. This success is underpinned by the credibility of the ASA system’s self- and co-regulatory system.

The ASA has invested in AI and machine learning to keep up with the scale of advertising growth. In 2025 the ASA was able to scan and monitor 59 million ads using its Active Ad Monitoring system.

However, the funding model, largely unchanged since 1974, and heavily reliant on agency-mediated spend, no longer reflects the structure of the modern market, and risks leaving regulation unable to keep pace.

The new taskforce will identify solutions to ensure the ASA has the investment it needs and design a sustainable, long-term funding model that can secure the future of UK advertising regulation and continue to build public trust in the system that governs it.

The taskforce is supported by Google and Meta who have also provided additional interim funding support to the system to ensure financial stability while a solution is found.

At a launch event in London this morning, hosted by Asbof, regulators, government, advertisers and platforms came together to begin that process. The panel included representatives from the ASA, DCMS, Google and Meta and Nationwide, chaired by the Advertising Association.

Attendees also heard new analysis from economist and competition expert Mark Falcon on the economic value effective advertising regulation brings to the UK economy, and the potential risks to growth and trust if the system were to falter.

Shruti Dube, UK Country Director, Meta, said: "Self-regulation works because the industry invests in it. The ASA has successfully adapted to a market that since 2019 has doubled in size, and Meta is proud to support Asbof's taskforce. Effective self-regulation protects consumers, drives public trust, and gives the industry the agility to innovate responsibly – that's a foundation worth protecting for the long term."

Michael Todd, Global Director of Industry Relations, Google, said: "Maintaining a strong, independent and effective self-regulatory system is vital if the UK is to maintain its status as a global leader in advertising. Google has always recognised the pivotal role played by the ASA and we're committed to helping secure its long term future through the work of the Asbof taskforce."

Mark Lund, Chair of Asbof, said: "This is an industry-led effort to ensure the UK maintains its world-leading advertising self-regulatory system – one that is independent, trusted by consumers, and protects them effectively. Today’s discussion was an important step in bringing the industry together to ensure the system continues to evolve alongside a rapidly changing market and remains fit for the future."

Membership of the taskforce will be drawn from key system stakeholders. For further information, please contact [email protected].