The ASA Non-broadcast and Broadcast complaint handling procedures are important documents that set out the procedural framework that we apply when dealing with complaints. 

As part of our commitment to following good governance practices, we have completed a comprehensive review of the procedures to rationalise them, bring them up to date and to modernise and simplify the language. We have also incorporated several procedural changes to how we handle complaints.

The updated procedures can be found below and take effect from Friday 29 May 2026.

Non-broadcast Complaint Handling Procedures

 

Broadcast Complaint Handling Procedures

 

Attention is drawn to the following changes:

  • We have clarified the circumstances in which we will require a complainant party who has a clear interest in the outcome of a case, or a relevant public profile, to have their identity or expertise disclosed to the other parties to the case and named in any ruling. (see paragraph 7 Non-Broadcast, paragraph, 11 Broadcast)
  • Clarification that (as has always been the case) the ASA reserves the right to not accept new evidence submitted late in the process of formal investigation unless the party submitting it can demonstrate that it was not reasonably foreseeable that this evidence needed to be shared with us. (see paragraph 30 Non-broadcast, paragraph 34 Broadcast)
  • Explanation of when we might give an advertiser a provisional view in our initial correspondence on whether the complaint is likely to be upheld or not and why, based on the information in our possession at that initial stage of the process. (see paragraph 30 Non-broadcast, paragraph 34 Broadcast)
  • A change to alter the deadline for receipt of requests for a suspension of a ruling from publication pending Independent Review to 12 pm on the Thursday prior to the publication date. (see paragraph 44 Non-broadcast, paragraph 45 Broadcast)
  • A new provision has been inserted to enable the Independent Reviewer to decline an Independent Review which has met the threshold for review if, in their assessment, the outcome would not be substantially different for the applicant. (see paragraph 49 Non-broadcast, paragraph 50 Broadcast)
  • A glossary of terms has been introduced for the first time

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