The ASA’s five-year strategy 2014 – 2018 was a public commitment to ‘Having more Impact’ and ‘Being more Proactive’ in how we regulate.  It expressed our ambition to make every UK ad a responsible ad.  

In November 2014 we consulted on a set of prioritisation principles that had been developed through pre-consultation with other regulatory bodies, consumer groups and business groups.

Set out here are the responses we received to that consultation and the regulatory statement we published in response at the end of the consultation. 

For our 2019-2023 strategy, More Impact Online, see here. Our prioritisation principles will continue to be a key tool in how we regulate proportionately, in particular by delivering the Effectiveness strand of our strategy.

Supporting documents:

ASA prioritisation principles internal responses.pdf


ASA prioritisation principles external responses.pdf

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