The ASA is the UK's independent regulator of advertising across all media, including marketing on websites. We work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes.
In addition, the Codes contain specific rules for certain products and marketing techniques. These include rules for alcoholic drinks, health and beauty claims, children, medicines, financial products, environmental claims, gambling, direct marketing and prize promotions. These rules add an extra layer of consumer protection on top of consumer protection law and aim to ensure that UK advertising is responsible.
The ASA administers the rules in the spirit as well as the letter, making it almost impossible for advertisers to find loopholes or ‘get off on a technicality’. This common sense approach takes into account the nature of the product being advertised, the media used, and the audience being targeted.
Sarah Andrew:
The Advertisement Standards authority makes sure that advertisements made are not illegal and have everything or do not include things you are not allowed to contain in an advert, and apply to all products being sold at any time they are lots of rules that stop adverts from misleading, offending, harming or do anything that may disrupt citizens. Adverts are also known widely for not being able to lie- the most known rule for adverts, every fact stated has to be completely true.
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