Advertising Standards Authority (ASA)

Independent regulator of advertising across all media in the UK; applies the CAP and BCAP Codes.

This page covers UK-wide law. Where local procedure differs (e.g. courts or tribunals), this is noted in the relevant section.

Overview

The ASA is the self-regulatory body for advertising in the UK. It applies the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) and the UK Code of Broadcast Advertising (BCAP Code). It does not impose monetary penalties but can require ads to be amended or withdrawn and refer persistent offenders to Ofcom, Trading Standards, or the CMA.

What it handles

Misleading advertising claims
Offensive or harmful advertising
Direct marketing complaints (alongside the ICO/PECR)
Influencer marketing disclosure

Official sources

https://www.asa.org.uk

Last reviewed: 2026-05-21. This is legal information, not legal advice.