Advertising Standards Authority (ASA)

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 It does not impose monetary penalties but can require ads to be amended or withdrawn and refer persistent offenders to Ofcom, Trading Standards, or the CMA.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

Process

1. Step 1: Assessing the complaint

   When a complaint is logged, the ASA confirms it has been received and carefully assesses it against the Advertising Codes.

2. Step 2: Informal resolution

   If there is a problem under the rules but it does not need a full investigation, the ASA writes to the advertiser with guidance and often resolves the issue informally, such as getting the ad changed; no ruling is published in these cases.

3. Step 3: Formal investigation

   For more serious or complex cases, the ASA opens a formal investigation, writing to advertisers, agencies and the media that carried the ad to explain the complaint and request a response and evidence.

4. Step 4: Evaluation

   The ASA assesses the ad against the rules in light of the responses received and draws up a draft recommendation, giving parties a chance to comment before it goes to the ASA Council.

5. Step 5: Council decision

   The independent ASA Council considers the recommendation and is free to reach its own conclusion on whether the Advertising Codes have been broken, making rulings on a weekly basis.

6. Step 6: Ruling published

   The ASA publishes its final rulings on its website each week; if the rules were broken the ad must be changed or withdrawn, and if not upheld no further action is taken.

Official sources