We're pleased to announce our new strategy: More Impact Online.

We consulted with stakeholders from government, consumer groups and the ad industry to find out what challenges and opportunities people think the next five years will bring. Following those consultations, we developed the new ASA strategy with a strong focus on regulating online media, including emerging areas like affiliate and influencer marketing.

While we're focusing on online media, we won't take our eye off the ball with more traditional forms of advertising. But whether they are online or offline, the ASA is here to make sure that every UK ad is a responsible ad.

We republished an updated version of our strategy on 7 October 2020. To see what changed and our rationale for the updates, please download our review table, below. 

Our review of More Impact Online


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