We have begun our year-long Intermediary and Platform Principles pilot, which we announced earlier this year, on 24 March. The pilot will extend the ASA’s role online and explores bringing more accountability and transparency to our regulation of paid online ads.

This Guidance will help participants understand what the Principles are, and how to stick to them. 

Resulting from a collaboration with IAB UK (a member body of the Committee of Advertising Practice), the pilot revolves around key Principles, which establish broad objectives around awareness-raising, advertiser compliance and ASA enforcement online. 

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