A short guide to what we do

What we do 

The Advertising Standards Authority regulates the content of advertisements, sales promotions and direct marketing in the UK.

We make sure standards are kept high by applying the advertising standards codes.

We can stop misleading, harmful or offensive advertising. We can ensure sales promotions are run fairly.  We can help reduce unwanted commercial mail - either sent through the post, by e-mail or by text message - and we can resolve problems with mail order purchases.

How we do it 

The ASA investigates complaints made about ads, sales promotions or direct marketing.  Anyone can complain to us.  Most complaints are made through the complaints form on this website.   We publish our adjudications on complaints on this website every Wednesday. 

We also monitor ads ourselves to spot problems.

We carry out research in many areas to help us in our work, including research into people’s attitudes towards advertising and compliance with the advertising standards codes within specific sectors and media.

The advertising standards codes

 
The advertising standards codes are separated out into codes for TV, radio and all other types of ads.  There are also rules for Teletext ads, Interactive ads and the scheduling of television ads.  The codes can be read in full here.

The main principles of the advertising standards codes are that ads should not mislead, cause harm, or offend.

There are specific rules for certain products and marketing techniques.  These include rules for alcoholic drinks, health and beauty, children, motoring, environmental claims, gambling, direct marketing and prize promotions.

The advertising industry takes responsibility for writing the advertising standards codes and enforcing ASA rulings through the Committee of Advertising Practice, which represents the main industry bodies representing advertisers, agencies and media owners.

The types of ads we look into

We deal with most types of ads but not all.  We have published on our site a list of the types of advertisements and promotions the ASA does and doesn't look into

Our funding

We are funded by a levy of 0.1% on display advertising and airtime and 0.2% on Royal Mail Mailsort contracts.  The levies are collected by Asbof and Basbof.  Last year our income was £7,355,000.

Other bodies helping us to keep advertising standards high

Checking ads before they are seen or heard

Clearcast (previously the Broadcast Advertising Clearance Centre) pre-checks ads on behalf of TV broadcasters before they go on air, eliminating almost all problems before transmission.

The Radio Advertising Clearance Centre pre-checks national radio ads and ads for specific catogories before they are aired.

The CAP Copy Advice team provides a pre-publication advice service for the ad industry to avoid problems with ads in other media.

Enforcing ASA decisions

The majority of UK advertising is within the Codes.  When the ASA upholds complaints most advertisers agree to change or remove the ad.  Media owners agree not to run ads that breach the codes.  For the few who persistently flout the rules we can rely on the backing of the Office of Fair Trading and Ofcom.  We can, for example, refer a broadcaster to Ofcom if a licensee is not sticking to the rules, or we can refer an advertiser, agency or publisher to the OFT if they persistently run misleading ads that breach the Codes.

Where to look on our site for more information

For a longer guide to what we do read Advertising Under Control.  For an in depth look at our work, take one of our Guided Tours.   For facts and figures about our work, read our most recent Annual Statement and Annual Report.