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Welcome to the ASA

The Advertising Standards Authority (ASA) is the UK's independent regulator of advertising across all media, including TV, internet, sales promotions and direct marketing. Our role is to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes.

Complaints

Each year, there are many millions of ads, direct marketing communications, sales promotions and digital communications in the UK. Our regular Compliance surveys tell us that the vast majority comply with the Advertising Codes. The ASA is here to tackle the ones that don't.

How to complain

“Many millions of ads, promotions and direct mail are seen in the UK each year”

Facts and figures

“26,433 complaints received”

Facts and figures

“It can take just one complaint to change or remove a problematic ad”

Facts and figures

“Complaints resolved within an average of 13 days ”

Facts and figures

“2,475 ads changed or withdrawn”

Facts and figures

“ASA is nearly 50 years old”

Facts and figures

“Complaints total less than 1% of all advertising”

Facts and figures

“45% of all complaints to the ASA are about misleading claims”

Facts and figures

“UK Advertising Codes are some of the strictest in the world”

Facts and figures

“99% of internet ads comply with the rules”

Facts & figures

“On average, 97% of ads are in line with the Codes”

Facts and figures

Latest adjudicationsLatest Adjudications

Adjudications

Animal Abuse Injustice Defence Society Ltd t/a Animal Aid

A national press ad for Animal Aid included a photograph labelled “UNDERCOVER VIDEO”, of a...

BMW (UK) Ltd

A press ad for BMV stated “100% JOY 0% EMISSIONS". The ad went on to state “The BMW Concept...

EST Partners Ltd

A circular was headlined “CLOTHING COLLECTION … E.S.T. & Partners Ltd … Reg. NO: 6841131 …...

Hairspray Corporation Ltd

An ad in the trade press stated "Hairspray is one of Europe's leading hair wholesalers. We supply...

London Marketing Services Ltd

An internet ad, for job vacancies, was headlined “ … Marketing Trainee Role: WE WILL TRAIN”....

Sci-Fi Channel Europe LLC

A car ad was shown in an ad break during the film 'Ground Zero' on the Syfy Channel.

ShortList Media Ltd

An online competition for ShortList stated “Win A TV, Camera & Digital Radio To celebrate the...

Simply Organic

A magazine ad for organic hair products called Simply Organic was headlined “Naturally Organic …...

Tricketts Ltd

A poster for Tricketts, a door and window installation company, featured a topless woman whose...

Vacaciones eDreams SL t/a edreams.co.uk

A sponsored link on a flight price comparison site was headlined "Moscow Flights from £20". Text...

Virgin Media Ltd

Two press ads and one TV ad for Virgin Media (VM) HD TV. a. The first press ad stated in the...

Virgin Media Ltd

A promotional e-mail, for Virgin Media, had the subject heading “An important message from Virgin...

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Hot topics

Cables for computer

Broadband: A need for speed

We have asked the Advertising Code writing bodies (CAP and BCAP) to review broadband speed claims in advertisements as part of a wider look at advertising in the telecommunications sector. The aim is to provide guidance to bring advertisers up-to-speed on how to advertise their services and protect consumers from being misled.

Alcohol

Alcohol advertisements are subject to stringent rules that are designed to ensure it is promoted in a socially responsible way and to protect young people.

Political and Election Advertising

As the amount of political advertising increases in the run-up to polling day, we are taking the opportunity to remind the public and political parties that we are unable to look into complaints and investigate advertisements of this nature.

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Lightbulb

More effective, efficient and in tune with our stakeholders - The ASA’s Preliminary Response to the Process Review

The Advertising Standards Authority has published its preliminary response to the Process Review of its core functions, conducted with the help of independent consultants. The review has helped to identify a number of improvements which will benefit consumers as well as advertisers by making our operations quicker, more efficient and effective.

ASA Food & Soft Drink Survey 2009: High compliance rates with the tightened rules

The Advertising Standards Authority (ASA) Food and Soft Drink Survey 2009 reveals a high compliance rate of 99.4% with the Advertising Codes.

Announcement on Participation TV regulation

It has been announced today that from 1 September all forms of Participation TV (PTV) will be regulated by the communications regulator, Ofcom.

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Log a complaint

Find out what types of ads we deal with and how to make a complaint.

How to complain

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Adjudications

View our latest weekly ASA adjudications or search for rulings from the last five years.

Adjudications

Enquiries

If you have a general query about the work of the ASA, please read our Frequently Asked Questions as you may find your answer in this section instantly.

FAQs

Key facts and figures

Read some of our key facts and figures.

Key facts and figures

Committee of Advertising Practice (CAP)

The advertising rules are written by the advertising industry through two Committees: the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP).

CAP website

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